Write an Effective Positioning Statement –
Put your products in the best possible context to gain a sale.

This tutorial completes the positioning discussion by showing you how to actually construct effective product positioning statements.

Using a practical, time-tested positioning formula as a foundation, you will explore the various options available to you for positioning your product against other alternatives. Several positioning scenarios, based on real-world projects worked on by the LaunchBench team, illustrate the flexibility and power of the positioning formula.

You will also be introduced to two positioning special cases:

• Positioning products in search of a need—a situation that can make or break a product before it goes to market
  
• How to position commodity or “me too” products that competitors already offer

Developing expertise in writing compelling, action-inducing positioning statements takes a while. Your first forays into the process will be challenging, but if you do your prep work up front and adhere to the formula, you will soon be writing product positioning statements that will resonate with your customers and drive sales.

Associated Tools:
With your purchase of the “Write an Effective Positioning Statement” course you will receive a guide that illustrates what an effective positioning statement looks like for the following scenarios:

• Positioning against similar products
  
• Positioning against a product category
  
• Positioning against two different types of competitive options
  
• Positioning same product for two different audiences
  
• Positioning two products for same application (performance)
  
• Positioning same two products for a different strategic intent (value)
  
• Positioning your company vs. others

These practical documents will allow you to compare your developed position against a benchmark to determine if you have achieved
your goal.