The purpose of a Positioning Statement is to create a short message
that people will remember. If you want to get your message across, it
has to be memorable.
The first sentence tells people what your
service is and how they will benefit from it. The second sentence tells
how your service is different from that of other firms.
The
formula goes like this: [Name of firm] is a [category] firm that helps
[primary clients] reach [primary benefits]. Unlike other [category]
firms, [name of firm] specializes in [primary difference].
Example:
"ABC is an architectural firm that helps medium-sized businesses find
and renovate unique commercial spaces. Unlike other architectural firms,
ABC specializes in this type of renovation."
Using this simple
formula, you can get at the essential description of what your firm does
that's different from other firms, and make your message more
memorable.
Source: PSMJ newsletter
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