How to use a Positioning Statement on Your Website
How to Use Positioning Statement (aka "Unique Value Proposition" aka "UVP" aka "USP") on Your Business Website https://www.websitedoctor.com/creatin...
My positioning statement 2018:
I help consultants, speakers and published authors to increase their sales. Unlike other marketers, I focus on customer lifetime value before focusing on conversion optimization.
We help THESE PEOPLE…Solve THIS PROBLEM…By doing THIS…So that THEY CAN…
We help THESE PEOPLE…Get THIS RESULT…By doing THIS…So that THEY CAN…
The "We help These People get This Result" format of value proposition I use here is strongly influenced by Chapter 4 "How to Talk About What You Do" of Michael Port's "Book Yourself Solid" - I highly recommend reading that if you're in any kind of service industry.
Note that the original source may be far older than Michael Port's book. Michael Skok of mjskok.com writes "It is intentionally typical of positioning statements to be consistent and reusable as such"
Skok has written a number of articles on Value Proposition for Forbes and other top level publications. His version looks like this:
For (target customers)
Who are dissatisfied with (the current alternative)
Our product is a (new product)
That provides (key problem-solving capability)
Unlike (the product alternative)