The Positioning Process: The Claim
Here is Moore's formula for creating a positioning statement (Moore, 161):
- For (target customer)
- Who (statement of the need or opportunity)
- The (product name) is a (product category)
- That (statement of key benefit-that is, compelling reason to buy).
- Unlike (primary competitive alternative)
- Our Product (statement of primary differentiation).
Reference
Moore, Geoffrey A. Crossing the Chasm. Marketing and Selling High-Tech Products to Mainstream Customers. HarperCollins Publishers. 1991.