Five words or less. Use consumer language, not “clientese.” Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable.
- Five words or less. See if you can write your own tagline that clearly captures the essence of your brand. And don’t whine and say that’s a copywriter’s job… if you can’t boil down the brand essence into a short, memorable phrase, chances are a copywriter can’t either. It’s not a quick and easy process, but it pays off.
- Use consumer language. Too many times I’ve worked with clients who’ve insisted that we use certain phrases in the positioning that make sense internally but not to customers, or they’re so focused on features that they forget that customers care more about benefits. To get yourself in a customer state of mind, write your positioning statements from a customer’s point of view. For example, “If I choose x instead of (alternative), I will (get what benefit) because (primary reason to believe)”
- The 4D positioning rule is desirable by customers, distinctive from the competition, deliverabledurable by the company, and over time. A good brand position will sit at the intersection of these four requirements.