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Create Your Position Statement Today

A position statement describes where you stand in the marketplace. It does not communicate your Value Proposition. This position statement can become your “elevator speech”.  It can appear in your brochures, and it should be at the top of your home page.

This formula came from a book entitled Selling The Invisible, by Harry Beckwith. The position statement works like this. Answer the questions; Who, What, For Whom, What Need, Against Whom, What’s Different, So.

Let’s use Bloomingdales as an example.

WHO Bloomingdales
WHAT are fashion-focused department stores
FOR WHOM for trend-concious, upper-middle class shoppers
WHAT NEED looking for high-end products.
WHAT’s DIFFERENT Bloomingdale’s provides unique merchandise in a theatrical setting
SO that makes shopping entertaining.

When read without the keys:

Bloomingdales are fashion-focused department stores for trend-concious, upper-middle class shoppers looking for high-end products. Bloomingdale’s provides unique merchandise in a theatrical setting that makes shopping entertaining.

When applied to Affordable Web Technology:

WHO Affordable Web Technology
WHAT is an Internet Consulting firm
FOR WHOM for small to medium-sized businesses
WHAT NEED who need to be found on today’s internet or get better business results from the visitors who find you now.
WHAT’s DIFFERENT Unlike high-priced, all-or-nothing firms, we can deliver just the  pieces of the puzzle that make the most sense for today,
SO so you can see immediate results and stay within your budget.

And without the keys:

Affordable Web Technology is an Internet Consulting firm for small to medium-sized businesses who need to be found on today’s internet or get better business results from the visitors who find you now.

Unlike high-priced, all-or-nothing firms, we can deliver just the  pieces of the puzzle that make the most sense for today, so you can see immediate results and stay within your budget.

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