The Positioning Statement
Write one sentence that says who you help, with what problem, what you are, and how you differ from the usual option.
A standard marketing template from a well-known book; there is no research on its effect in sales talks.
Why it works
If you cannot say what you do in one sentence, the buyer cannot repeat it to their boss. A clear statement also stops you from listing every service, which makes a small firm look scattered.
How to do it
- Fill in: For [who], who [problem], we are [category] that [result]. Unlike [usual option], we [difference].
- Use the words your best client used, not your own jargon.
- Cut it until it fits in one breath.
- Test it on three people outside your field; ask them to repeat it.
- Use the same sentence everywhere: LinkedIn, visiting card, emails.
What to say
For agri companies that can't fill field roles in time, we are a recruitment firm that only places people who have done the job before. Unlike general job portals, we screen for crop and territory knowledge before you see anyone.
Avoid
Listing everything you do in one breath. Three businesses in one sentence makes none of them sound real.
Example
Deepak used to say he did recruitment, consulting and websites for agriculture. After writing a positioning statement he led only with recruitment for field roles. A Mysuru seed company finally understood what to call him for.
Practise it
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