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Posts Tagged ‘values’

The Importance of a Positioning Statement – Does Your Business Stand Out Online?

Wednesday, August 8th, 2012

This article is part of a series of twenty articles. Click to read: The Top 20 Web Marketing Concepts Your Next Website Design Company Should Know


A successful internet marketing strategy is a complex system comprised of design elements, marketing copy, targets, objectives, and many other vital components all blending seamlessly with one another. One of those components with a key role to play in every online marketing plan is the positioning statement.  A well-written positioning statement can have a positive impact on the lead generation capability of your business and help to determine how well your products, services or brand will be received by potential customers.


The definition for positioning statement: “A positioning statement is a sentence or series of sentences that define what the marketed entity is, what makes it unique, and why it is relevant to the audience.”


The positioning statement is typically constructed after an initial consultation. Here, an expert internet marketing firm first learns several important pieces of information from the business owner, such as:

  • Who the primary competitors are
  • How those competitors position their business
  • An understanding of the distinguishing values provided by the client’s products and services
  • Who the client’s ideal customers are


In simple terms, the positioning statement is a phrase that is used internally to help your organization understand the benefits your products or services provide to your target customers. It also states how you are different from your competitors. Once the positioning statement has been created, it is possible to use the psychology behind it to shape multiple other components of the internet marketing campaign. Everything from the website page copy, SEM ad copy, supporting web images, calls to action, and slogans are all ultimately based on the positioning statement.


Slogans and Taglines

Sometimes people confuse a tagline or slogan for a positioning statement. A tagline or slogan is a short and easily memorable message used in ads, and is often formed after the positioning statement. The best slogans are based on positioning statements. Here are a few of the most memorable slogans of all time, upon hearing any one of these taglines you immediately recognize the company it belongs to:

  • Have it Your Way
  • Don’t Leave Home Without It
  • Breakfast of Champions
  • Just Do It


Slogans such as these are perfect examples of taglines built on great positioning statements. In the case of Wheaties, for example, their slogan is “Breakfast of Champions.” And is used on television advertisements, their website, their packaging, and everywhere the product is mentioned. To construct this slogan, their internal positioning statement could very well have looked something like this: “To anyone aspiring to be a champion in life, Wheaties is the best choice for breakfast. Wheaties provides all of the nutrition your body needs during breakfast and allows your body to perform at the highest possible levels. It’s so much better than the competition that Olympic athletes choose Wheaties cereal as part of their regular diet.”


Keep in mind the above is not the official Wheaties positioning statement, but could be! It describes what it is (breakfast cereal), why you’d want to use it (great nutrition), and what separates it from the competition (It’s so good that top athletes use it). A well-written positioning statement that is put to use as part of a comprehensive internet marketing plan will have a tremendous impact on your business and can carry through into other advertisements as well, including brochures, flyers, letterheads, business cards, etc.


Creating the Best Positioning Statement

Creating the best possible positioning statement for your business, brand or product can be tough.  The best positioning statements are written only after a good understanding of the industry where it will be applied and the psychology of the target customers. Always keep in mind that the ultimate goal of your positioning statement is to influence customers and establish yourself as a distinct entity in their mind.


If your business is looking for help standing alone in a crowd of competitors online, seek out the help of an experienced internet marketing firm. The best online marketing companies will provide you with an expert that will sit down with you, learn about your business, and help you to:


  • Identify your target clients
  • Define your values that most appeals to them
  • Identify your top competitors
  • Define the values that separate you from them
  • Write a good positioning statement
  • Develop a slogan from it
  • Tie the psychology from your new positioning statement throughout all SEM ad copy, social media campaigns, landing pages, and design


seenBEST in Phoenix, Arizona is one such company. We can help you position your company achieve success and earn new clients by positioning you to stand out in your industry. Contact us today for a free consultation!


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seenBEST Web Design

The right website design: Do your web pages reflect your business philosophy?

Thursday, September 9th, 2010

You are a business owner, you have a website, and you’ve worked hard to promote your website on the internet. Yet, for some reason, you fail to generate income or significant leads or calls online. Consider for a moment the possibility that you are using the wrong message, or marketing techniques. As a website service provider, I have seen this on more than once occasion. A company will come to us looking for help with their internet marketing. Everything seems to be right. They have strong traffic, they have a good product. Big warning signs go off, however, upon further examination of their website.

A good website that results in sales must include several elements that are critical to making a sale. Effective calls to action, easy to use navigation, a pleasing look, crisp and clean images, and clarity of message. These elements aren’t easy to wrap together, especially when a website has been pieced together over years – and that’s exactly what happens. Most companies have a website designed all at once, and then spend several years hacking in pictures, text, and little snippets of code here and there to add features. Usually it’s all done without aid of a professional website designer which makes matters worse.

The first thing we will evaluate when a client comes to us with this problem is whether or not it’s worth the time to ‘save’ the website. Some websites in disrepair can be salvaged, and it makes financial sense to do so. Other websites, on the other hand, are so badly managed that the best way to go is a complete re-design. A website should be a copy of your business, an extension of your companies values and benefits. The information must be presented in an easy to read format and must quickly make a positive impression on the visitor. In most cases, it’s easier to start from scratch and design a new, modern website that captures these necessary elements.

Think from a customer’s point of view. It’s very easy to get wrapped up in your website, after all, it’s yours! And if you’ve worked on it yourself, you could be proud of what you’ve done. But it’s often more beneficial to stand outside of the role of business owner and look at your website from the eyes of a complete stranger. Will they really care about what your website is saying to them? If they are in a rush, will they have the time to read through long pages of text? If they have never seen your website before, will it be obvious to them how to find the information they are looking for? And most importantly, will the website be attractive to all customers, not just a few people who are ‘in your industry’?

There really is no point in designing a website without first evaluating all of these ideas. A good website design firm will sit down and meet with you, then they will make a genuine effort to understand your industry. They will understand what your business provides, the values, the benefits. And they will try to understand the philosophy of your company. Quite simply, all of the words, pictures, videos, blog content, links, background colors, links, tabs, and everything else pertaining to your website should be fashioned in a way that matches YOUR business and appeals to YOUR customers.

Your website is the very best tool available to offer up an image of your company to the world. Get that image wrong, and you’ll find that you have a colorful website and no new business. Make sure that your web design company is ready, willing, and available to take the time to understand YOUR needs and your wants and will help design a website accordingly.

seenBEST Web Design is a Phoenix, Arizona web design and online marketing company.

We offer professional web design services. Our initial contact with you will be a free consultation, where we will talk to you about your exact needs and wants for a website or online marketing campaign. After this consultation we will be in a better position to provide you with exactly the right package for your needs. Please feel free to give us a call anytime for a free consultation: (602) 456-0150.

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