Position Statement

It answers the question, ?What do you do??

Company Positioning Statement

A position statement is a succinct definition of exactly what your business offers. It is targeted at your ideal customers and distinguishes you from the competition. It tells people who you are and how they will benefit from a relationship with you. It’s the sum total of where you’ve been, where you are, how well your products work, and where you’re going as a company, from the market’s standpoint. The idea is to position your company in the mind of the prospect and customer in your target market. It gives them not only a sense of who you are but where you may fit in their world.

Writing a position statement, while very important, is also very difficult. It’s hard because it’s simple. The writer has to compress everything a company and a company wants to be into a statement that properly frames the company in the mind of the reader. Most companies don’t have a position statement. Usually they fear not being all things to all people. If a company is vague and can shape shift into whatever’s needed at the time the company is more comfortable. Staking the future on a position in the marketplace is a tough thing to do.

However, the audience appreciates it. If the visitor to a website is looking for something other than what the position statement states the visitor usually goes away. Isn’t that a good thing? Companies don’t want to service someone who can’t be satisfied.

Put your Position Statement in your marketing literature in plain view. If you have a website, put it first. Not only does your audience appreciate knowing quickly who you are and what you do, the search engines like it too. I like to put positioning statements right on the home page of the corporate Web site. I think it?s a very effective thing to do given you have approximate 8 seconds to get a new person to look at your site. Tell the viewer who you are immediately. The positioning statement is a very effective way to do this.

Let?s look at some examples of Company Positioning Statements


“Photobucket.com provides free image hosting for Ebay, live journals, blogs, message boards, and online photo albums. Photobucket is reliable, fast and very simple to use.”

Primary Ads

PrimaryAds is a “Pay for Performance” network that specializes in cost-per-action advertising. We have the highest payouts and best service in the industry.”


“We are a world leading independent professional engineering consultancy and software development company. We bring leading edge, innovative engineering analysis technology to subsea engineering design. We contribute to setting industry design standards and we run cutting edge joint industry projects. Our core competencies are strong engineering know-how and analytical skills, sound reporting and technical problem solving skills.”

Fortune City

Fortune City offers ad-free web hosting, domain names, free web site and email address services. Our affordable hosting makes FortuneCity the best place to host your small business website or personal web site. Our reliable ad-supported free web space services are also ideal for first-time webmasters. We are your web host for everything from web design, internet marketing tools, domain names, email addresses and powerful web hosting services.

All of your marketing will tie back to your Positioning Statement so you need to really give it some thought. As you can see from these examples there is a style to writing a Positioning Statement. Some literally write it as one or two sentences. Others expand it to a paragraph.

No Positioning Statement

Here’s some websites without position statements. You could figure out the site’s purpose if you spend a few moments. It’s not the best positioning to make a prospect figure out who you are instead of telling them.



Outdoor Research