“How can I change the perception others have of our services and organization?”
Her board chair suggested maybe they should work on a simple statement that they all could use to describe their work.
“So how do I write that statement?” asked Molly.
Here are 7 questions that will help you write your positioning statement:
1 – WHO – Who are you?
2 – WHAT – What business are you in?
3 – FOR WHOM – What people do you serve?
4 – WHAT NEED – What are the special needs of the people you serve?
5 – AGAINST WHOM – what makes you different from those competitors?
6 – WHAT’S DIFFERENT – What makes you different from those competitors?
7 – SO – What’s the benefit? What unique benefit does a client or donor derive from your services and organization?
“Oh, said Molly, that’s like Starbucks, right?”
“Yes, said her board chair. You can buy coffee at countless places. It’s all a hot drink. But Starbucks made having a cup of coffee an experience, a place as well as a purchase. And if you ask people they all know Starbucks, whether or not they like the coffee.”
“Great,” said Molly. “How about leading our board through a discussion on these questions next meeting? I think it would really help everybody get on the same page when they talk about what we do. And how we differ from others in our field. We’ll all have a better elevator speech.”
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