Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is a marketing lead planning a product launch. Their problem is that the audience sees features but cannot understand the product’s use in context. The desired practical outcome is a concise demonstration of one useful customer workflow.
The example is deliberately bounded: product access and on-camera approvals must arrive before filming. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a product demonstration video |
|---|---|
| Buyer question | What should a viewer be able to explain after the first 30 seconds? |
| Possible evidence | a storyboard with the viewer’s question beside each shot |
| Useful asset | a video brief and shot approval checklist |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | Video production companies buyers, especially a marketing lead planning a product launch, dealing with this issue: the audience sees features but cannot understand the product’s use in context. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a storyboard with the viewer’s question beside each shot. |
| Evidence we can show | Use a storyboard with the viewer’s question beside each shot; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For a marketing lead planning a product launch, our a product demonstration video helps work towards a concise demonstration of one useful customer workflow. Evaluate it through approve a storyboard and a short test sequence before the main shoot. |
Review before using it
A useful operational measure in this example is completion of the key demonstration segment and relevant next actions. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Define shoot days, locations, revisions, music rights and final formats.
- Use evidence rather than promises. Do not invent viewing benchmarks or promise a viral result.
- Discuss the draft with someone who understands the buying situation. Start with: “What should a viewer be able to explain after the first 30 seconds?”
- If the next step is a trial, define its purpose. One possible starting point is to approve a storyboard and a short test sequence before the main shoot.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | Can we add another location without changing the budget? |
| Useful response direction | We can price the additional location or replace an existing setup. Let us compare the production time and the story each option supports. |
| Evidence to collect | The buyer’s own account, a storyboard with the viewer’s question beside each shot, and records relevant to completion of the key demonstration segment and relevant next actions. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: Video production companies buyers, especially a marketing lead planning a product launch, dealing with this issue: the audience sees features but cannot understand the product’s use in context.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a storyboard with the viewer’s question beside each shot.
Example: Use a storyboard with the viewer’s question beside each shot; check whether it answers the buyer’s uncertainty.
Example: For a marketing lead planning a product launch, our a product demonstration video helps work towards a concise demonstration of one useful customer workflow. Evaluate it through approve a storyboard and a short test sequence before the main shoot.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my video production companies business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why the audience sees features but cannot understand the product’s use in context, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not invent viewing benchmarks or promise a viral result.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a testable positioning statement and a list of evidence needed to support it. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.