Of Positioning Statements, USPs, and Memory Hooks … Oh My!
I was chatting with a mom in the mom mastermind forum which I am a member of about positioning statements. She is starting a new natural soy candles, bath and body, aromatherapy products store online. And she was having trouble thinking of a slogan.
I explained to her that a positioning statement is like a USP (unique selling proposition) or slogan. It’s your memory hook that you will incorporate in your logo, advertising, website, and elevator speech.
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I am reading a great book now by Harry Beckwith called Selling the Invisible. It’s about how to market intangible service based products.
The book, Selling the Invisible, recommends to create your positioning statement by answering these questions. |
1) Who are you
2) What business are you in
3) What need do you serve
4) What’s different
5) What’s the benefit
Once you answer those questions, it’s a matter of putting that together in a short, snappy statement that makes you unforgetable and truly sets you apart from the competition!
If you enjoyed that, here are some related posts:
- Differentiate yourself
- 10 keys to a strong USP
- 6 Ideas for Unforgetable Memory Hooks