The fourth and final primary segment of the marketing plan is the positioning statement, which summarizes the due diligence of the buyer persona, competitive positioning, and value proposition.
The positioning statement, an internal document, aligns the sales and marketing teams so both teams say the same thing about the product or service, decreasing the sales cycle. How often does that happen?
The statement looks like this: (buyer persona) is the target audience for (product name) because it’s the only (product space) to (value proposition) compared with (competitor product a, product b, product c).
Instead of trying to be all things to all people, an untargeted marketing approach, you know the right people. All of your messaging, whether paid, earned, social, or owned, will be aligned and repetitive.
Aligned, repetitive messaging from the customer’s, rather than your company’s point of view, is powerful marketing.