Messaging, Positioning, and Value Proposition Worksheet
Prepared by Herring Management Consultants
wwww.herringmanagement.com
Positioning Statement Template
(your product or service name)
is a (category, such as electronic banking
solution) that helps (target
group of users) achieve (primary
benefit 1), (primary benefit
2), and (primary benefit
3). Unlike other (category),
(product or service name)
offers/enables/provides (primary differentiating
points).
Sample
Trusted e-Banker (product name) is an electronic banking solution
(category) that helps small to mid-size banks (target users) attract
and retain small business customers (primary benefit).
Unlike other electronic banking solutions (category), Trusted
e-Banker (product name) supports Internet banking and financial
EDI as part of a comprehensive Windows package (primary differentiating
points). In addition, Trusted e-Banker is backed by a proven business
model and support organization to ensure your successful market penetration
(other differentiating points).
Key Marketing Messages or Key Selling Points
Key marketing messages are the top four to six messages you want the press
to understand and repeat and that appear consistently in your literature.
Sample
Here are samples with the primary benefit phrase underlined:
- Trusted e-Banker combines simplicity with performance by incorporating
advanced Wizard technology, an interactive tutorial and online Help
with a graphical user interface and document management capabilities.
- Trusted e-Banker features an EDI translator architecture that operates
across multiple platforms. Users can migrate between mainframe,
UNIX, AS/400, Windows NT and Windows desktop products without changing
their EDI setup.
- Trusted e-Banker gives users the flexibility to connect directly
to other EDI value-added network service providers as well as most
private networks.
- Trusted e-Banker works with Trusted e-Net to provide secure electronic
commerce over the Internet.
Value Proposition
This is a clear statement of the tangible results a customer gets from
using your products or services. The more specific and quantifiable your
value proposition is, the better. Tangible results may include:
- Increased revenues
- Faster time to market
- Reduced costs
- Improved operational efficiencies
- Lower employee turnover
- Improved customer retention levels
Sample
With Trusted e-Banker, you reduce operating costs by as much as 30%, improve
customer service and retention, and establish a new channel for selling
and delivering additional financial services.
Next Steps
Complete each of these three sections and get feedback from clients, employees
and business colleagues. Evaluate your messages against key competitors.
Keep tweaking the messages until you are satisfied. Situations and products
change so be prepared to review your messages regularly and make adjustments.
Please contact
us for a no-obligation discussion of your messaging needs.
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