Optimizing for Conversion (Part 3 of 5) – The Positioning Statement

In the last two posts we discussed the sales funnel and how it affects consumers as they make purchases and become advocates of your products. This positioning statement will place call to actions for every step in the sales funnel, delivering all your information as a mini sales pitch.

Let’s first understand what a positioning statement is. Laura Lake from About.com explains that the positioning statement should “provide direction or focus to a business or organization. It is a no nonsense statement of how your company is perceived in the minds of your target market.”

We will be writing this statement with the sales process in mind. Below is a sample positioning statement with variables listed. Let’s look at this closer:

“In (category), we (brand value) that is different than (competition) because (brand consideration). If you (intent) then (purchase). Once a customer you can also (retention) which is why customers like (advocates) do business with us.”

Let’s write this for a “hotel in la” such as the Kyoto Grand:

“For hotels in LA, the Kyoto Grand, located in the heart of the city, offers more value than nearby hotels, because our rates average 15% lower. If you wish to enjoy a fantastic stay in LA then book today with our best rate guarantee. Once you arrive, you may enjoy access to our splendid rooftop garden and convenient local shuttle service which is loved by all our guests.”

Can you see how this example allows for a complete statement with regards to every aspect of the sales funnel?

Once you understand all the steps and the ways to implement these call-to-actions within the positioning statement, you can take it to the next level and implement positioning statements throughout your site aimed at different segments or landing pages. This builds commitment and takes the consumer to a purchase.

Posted by admin
Categories: Tips for Hoteliers
Tags: Conversion, Positioning Statement, Sales Funnel, Strategy