The purpose of a Positioning Statement is to create a short message that people will remember. If you want to get your message across, it has to be memorable.
The first sentence tells people what your service is and how they will benefit from it. The second sentence tells how your service is different from that of other firms.
The formula goes like this: [Name of firm] is a [category] firm that helps [primary clients] reach [primary benefits]. Unlike other [category] firms, [name of firm] specializes in [primary difference].
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Using this simple formula, you can get at the essential description of what your firm does that’s different from other firms, and make your message more memorable.
Source: PSMJ newsletter