A positioning statement is a keystone marketing principle that you should always include in your website content.
Develop one that demonstrates value in your website visitor’s mind.
A positioning statement (or “benefit statement”) will take your message beyond the product itself, and quickly define how your product actually helps your visitor.
How to craft a perfect positioning statement?
For that, I respectfully hand you over to the expertise offered by Doug Stayman, Associate Dean for MBA Programs, Associate Professor of Marketing at Cornell University Johnson Graduate School of Management, who has beautifully summarized how to write an effective marketing positioning statement. You can also try their handy dandy Market Positioning Statement Generator.
“A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. A good positioning statement is a guidepost for your marketing efforts. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics.”
— Doug Stayman
Associate Dean for MBA Programs, Associate Professor of Marketing at Cornell University Johnson Graduate School of Management
When you include or refer to your positioning statement throughout your website content, then you stand a much better chance at keeping your visitors interested in your product or service, keeping visitors on your website longer (or coming back to it), which increases the chance they will take action. Now that is effective website content!
» Guidelines for good positioning statements
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