ANSWER ID:250

What is a positioning statement?

Your positioning statement is a brief, powerful statement that summarises who and what your business is. It's a no-nonsense summary which tells your customers what to expect.

Why do I need one?

A positioning statement provides direction and focus for your business. It conveys what your business stands for, and introduces your brand. You can use it as the basis for all of your communications and marketing activities, helping to ensure that you're sending a consistent message to your customers.

Where do I put it?

In MYOB Atlas, you enter your positioning statement in the What we do section. You may have already entered it when you first set up your MYOB Atlas website. If you:

• haven't entered a positioning statement, click Edit your business information in the What we do section of your homepage. Then, on the What we do page, enter your positioning statement in the Tell us what you do field.
• have entered a positioning statement, but want to revise it, click Edit settings in the What we do section of your homepage. Then, on the What we do page, revise your positioning statement in the Tell us what you do field.

How do I write a great positioning statement?

Here are some tips to help you write a focused and powerful positioning statement:

Where do I start?

Think about the following questions:

• Who are you?
  If you're a plumber or a cooking school, say so.
• What does your business do?
  If you're a dentist, are you a family dentist or a cosmetic dentist? If you're a retail store, what products keep your customers returning again and again? Think about what you do best and what you're known for.
• Who are your customers and what are their needs?
  Focus on your core client segment rather than trying to appeal to the masses. Brainstorm and write down what your customers' needs are.
• Who are your competitors, and how do you stand out?
  Make a list of your competitors, and then write down what makes your business different from them. What sets you apart and makes you unique?
• What benefits can you offer customers?
  Make a list of the unique benefits of doing business with you and your products. What are the most common reasons that people buy from you? Why? List everything that helps you attract customers (for example, your experience, history, company beliefs, prizes and awards, etc).

What's next?

Once you've listed your answers down on paper, you should be able to craft a brief positioning statement by pulling together the key themes you've discovered. Refine what you wrote initially. Be concise. You only have two or three sentences to get your message across, so keep your statement focused. Also think about the tone of your statement. Do you want it to be funny, serious or whimsical? Inject your business s personality, but make sure you're consistent with it across your website. And choose your words carefully use language that will be familiar to customers, and avoid industry lingo.

Remember to test your positioning statement on some of your customers and peers. They may be better placed to recognise the strengths of your business. Tweak your positioning statement to incorporate their suggestions.

If you still need inspiration, search online for small businesses that you frequent or that are local to you. Check out their positioning statements, and see if they can offer you some fresh ideas.