Positioning Story

Communicating Your Unique Selling Proposition

Overview

The positioning story is your central tool for identifying what makes your company unique and why customers should choose you specifically. Unlike the product benefit story, this tool focuses exclusively on your company as a whole and creates a compelling differentiation story that communicates your uniqueness in the market.

Why is this important? In a crowded market, it's not enough to just say what you do. You must clearly communicate why you do it differently and better than everyone else. The positioning story becomes the foundation for all your communication efforts.

Step-by-Step Guide

1. Access the Tool

2. Define Source

Important: With the positioning story, there is no product selection - the tool automatically focuses on your entire company. This distinguishes it from the product benefit story, which is specifically designed for individual products or services.

3. Activate Knowledge Database (Optional)

  • Enable the "Use My Knowledge Database" switch if you want additional uploaded documents to be considered

  • Important: When the knowledge database is activated, enter at least one sentence as context

💡 Tip: The knowledge database is particularly valuable if you have already uploaded detailed company documents, presentations, or strategy documents.

4. Define Additional Context

Use the "Additional Information" field for:

  • Special aspects of your positioning

  • Particular values or principles

  • Target audience-specific messaging

  • Elements that should be particularly emphasized

Examples of valuable context:

  • "Focus on our 15 years of industry experience"

  • "Emphasize our personal, non-anonymous approach"

  • "Highlight our local roots"

5. Create Positioning Story

  • Click on "Create Positioning Story"

  • The generation process takes 30-60 seconds

  • The system analyzes your complete company profile and brand voice

⚠️ Important Note: The positioning story should sound authentic and reflect your actual strengths. Avoid exaggerated claims that you cannot substantiate.

Input Parameters

Required Information

  • Company Profile: Automatically taken from your initial setup

  • Brand Voice: Your stored communication style

Optional Parameters

  • Knowledge Database: Additional PDF documents (up to 100 pages)

  • Additional Context: Specific instructions or focal points

  • Voice Input: Alternative to text input via "Voice Ideas"

Best Practices for Optimal Results

  • Complete Company Profile: Ensure your company profile is fully completed

  • Clear USPs Defined: Your unique selling propositions should already be recognizable in the company profile

  • Authentic Brand Voice: Your brand voice should reflect your actual communication style

  • Specific Instructions: The more concrete your additional context, the more targeted the result

Results and Further Processing

What You Receive

  • A complete positioning story (typically 150-300 words)

  • Focus on your uniqueness and differentiation

  • Emotional connection to your target audience

  • Clear communication of your values and principles

Save Options

  • Use as Story Foundation: Adds the story to your central story foundation

  • Save Separately: Saves the story in your saved content

  • Copy: Direct copying for immediate use

📝 Recommendation: Use "Use as Story Foundation" to manage all important stories centrally.

Application Areas

Website Integration

  • Homepage: As central message in the hero area

  • About Us Page: As centerpiece of your company presentation

  • Product Pages: As introduction before specific product details

Video Content

The transcript explicitly recommends implementing the positioning story as a video:

  • Use the text as a script for a company video

  • Read the story directly (1:1 as spoken text)

  • Place the video prominently on your homepage

Marketing Materials

  • Presentations and pitch decks

  • Brochures and flyers

  • Social media posts

  • Email signatures

Frequently Asked Questions

❓ Why can't I select a product?

The positioning story deliberately focuses on your entire company. For product-specific stories, use the product benefit story.

❓ The result doesn't reflect my uniqueness

Solution approaches:

  • Check your company profile - are your USPs clearly defined?

  • Use the "Additional Information" field for more specific instructions

  • Activate the knowledge database and upload relevant documents

  • Use "Have it Adapted" with concrete change requests

❓ How often can I revise the story?

You can generate new versions as often as you like.

❓ The story is too generic

Optimization steps:

  • Add specific examples in the additional context

  • Mention concrete successes or milestones

  • Define your target audience more precisely

  • Use industry-specific terms

Advanced Features

Preparatory Steps

Complementary Tools

Next Steps in the Workflow

  • Build Complete Story Foundation: Collect all important stories in one place

  • Content Creation: Use the story for social media posts

  • Website Optimization: Integrate the story via the Business Expert Pages Creator

  • Video Production: Create a company video based on your positioning story

🎯 Goal: A clear, memorable positioning that distinguishes you from all competitors and remains in your target audience's memory.