Intermediate level · Module 1: Market Research, Personas and Campaign Strategy · Lesson 2 of 3
Positioning and Value Proposition
Decide how the client should stand out and express it clearly.
In this lesson you will
- Write a value proposition
- Match messages to persona needs and objections
Key concepts
positioningvalue propositiondifferentiatorobjection handling
The lesson
Positioning is the place a business wants to hold in customers' minds compared with competitors: the fastest delivery in Juba, the most affordable school uniforms, the most reliable phone repairs.
A value proposition states who the business serves, the problem it solves and why it is better: 'Fresh lunch delivered to Juba offices in 30 minutes, ordered on WhatsApp.'
Key messages turn the proposition into a few short statements, each addressing a customer need found in your research.
Step by step
- Review the research insights.
- Draft a positioning statement.
- Write the value proposition in one sentence.
- Write three key messages backed by evidence.
Practice activity
Write a value proposition and three key messages for your client, each addressing a customer need or objection from your research.
Expected result: An evidence-based value proposition and messages.
Check your understanding
-
What three questions does positioning answer?
Show answer
Who it is for, what benefit it offers, and why choose it over alternatives.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.