What are the most common mistakes to avoid when creating a positioning statement?

1 Mistake 1: Being too vague or generic

One of the most common mistakes to avoid when creating a positioning statement is being too vague or generic. A vague or generic positioning statement does not capture the specific benefits, features, or use cases of your product, and does not address the needs, pains, or goals of your target market. A vague or generic positioning statement also makes it harder to stand out from the competition and create a memorable impression. To avoid this mistake, you should use clear and specific language that describes how your product solves a real problem or delivers a unique value proposition for your ideal customer.

2 Mistake 2: Being too self-centered or boastful

Another common mistake to avoid when creating a positioning statement is being too self-centered or boastful. A self-centered or boastful positioning statement focuses too much on your product's attributes or achievements, and not enough on your customer's perspective or benefits. A self-centered or boastful positioning statement also risks alienating or confusing your audience, who may not care about your product's features or awards, but rather about how your product can help them achieve their desired outcomes. To avoid this mistake, you should use customer-centric and benefit-oriented language that shows how your product fits into your customer's context and adds value to their lives.

3 Mistake 3: Being too broad or narrow

A third common mistake to avoid when creating a positioning statement is being too broad or narrow. A broad or narrow positioning statement does not define your target market or your competitive landscape accurately or effectively. A broad positioning statement tries to appeal to everyone, but ends up appealing to no one. A broad positioning statement also makes it difficult to differentiate your product from other alternatives or to tailor your marketing strategy to specific segments or personas. A narrow positioning statement, on the other hand, limits your potential reach or growth by excluding or ignoring relevant or profitable customers or markets. A narrow positioning statement also makes it challenging to adapt your product or message to changing customer needs or preferences. To avoid this mistake, you should use data and research to identify and validate your ideal customer profile and your key competitors, and to craft a positioning statement that balances specificity and flexibility.