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Large companies spend a considerable amount of time and resources developing their strategic positioning and the corresponding “positioning statement.” The process includes competitive analysis, long-term vision development, audience segmentation…and so on.

For most small companies, a simple positioning statement is a good starting point, and sometimes it is all that is needed to stay on track and keep your marketing moving in the right direction. The positioning statement is a concise sentence (or two sentences, at most) describing what your company/product does and what distinguishes you from your competition.

Here is the formula for a simple positioning statement (this is a fill in the blank exercise):

Company/Product: _________
Provides/Offers/Delivers: (explain what the company/product is or does)
To: (target customer)
Uniquely: (competitive differentiation/customer benefit)

I performed this exercise for rootbeermarketing.com in about 10 minutes. Below are the steps I used to get to the simple positioning statement. This is an iterative process…in 10 minutes, you should be able to get to a usable statement. But, after using it awhile, reflect on if it is on-target. If not, spend a little more time with it. Also, run it by a few of your customers; see if it resonates with them. You also want to evaluate your positioning statement on a regular basis, especially as your company adds new products and/or expands in to new markets or customers segments.

Step 1: Quickly fill in the blanks…don’t spend too much time thinking about it. I will use my rootbeermarketing.com exercise as the example.

Company Product: Rootbeermarketing.com
Provides/Offers/Delivers: big company marketing ideas
To: small businesses
Uniquely: In a way that is easy and quick to use

Step 2: Use it in your 30 second introduction.  A 30 second introduction is how you quickly explain verbally what your company/product does. It’s also how you introduce yourself at networking functions or answer the infamous “what do you do?” question.

“Hi. I’m Susan Tormollen. I host rootbeermarketing.com, providing small businesses with easy-to-use and quick-to-execute marketing actions based on big company marketing concepts.

Step 3: Evaluate if this is the best way to present your company/product. Does it clearly and concisely explain the company, name the target customer, and communicate your unique attribute as a benefit to your customer? In the rootbeermarketing example, I pondered…

Is rootbeermarketing.com a company, a blog, a website, a resource?
Do I offer “smart” marketing concepts (like my blog states)? Is that what the customer wants? Is it really unique?
Am I providing marketing insights to small businesses or to small business owners? What type of small business owners?
Are the “10 minute actions” the “product” I am providing, or the unique differentiator?

Step 4: Tighten the positioning statement.
Here, I try it again, and admittedly, this takes a couple attempts before I get to the version I feel is most accurate.

Company/Product: rootbeermarketing.com, a blog
Provides: actionable marketing ideas based on big company marketing concepts
To: busy, small business owners
Uniquely: in easy-to-use and quick-to-execute “10 minute actions”

“Hi. I’m Susan Tormollen. I host rootbeermarketing.com, a blog providing busy, small business owners with actionable, easy-to-use and quick-to-execute “10 minute marketing actions” based on big company marketing concepts.

Step 5: Practice your 30 second introduction. Make sure  it rolls off your tongue every time you introduce your company and what you do. Feel free to add a benefit-oriented sentence, or elaborate a little more to in order to provide a  personalized message.

“Hi. I’m Susan Tormollen. I host rootbeermarketing.com, a blog providing busy, small business owners with easy-to-use and quick-to-execute “10 minutes marketing actions” based on big company marketing concepts. The 10 minute actions help busy business owners, like yourself, do smart marketing quickly.

Step 6: Run in by your customers, get feedback. So, for the rootbeermarketing.com example…let me know what you think.

10 minute action x 2:

    First 10 minutes: Fill in the simple positioning statement. (Steps 1-4)
    Second 10 minutes: Practice your 30 second introduction (Step 5).
    Lastly, run it by a few customers. Sidenote…as I worked on this exercise, I realized I have been inconsistent in how I refer to the blog/company. I’ll need to decide (quickly) on a consistent name and capital letter structure. Do I refer to this “business” as rootbeermarketing.com, rootbeermarketing.com blog, or Root Beer Marketing? I’ll keep you posted, as this actually opens up a small can of worms, and a lot of thinking…
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