If you can't answer that in one sentence, your marketing can't either. This guided worksheet builds your positioning statement from scratch — your ICP, differentiators, proof points, and core message.
6 Steps
Your Business
Your Customer
Their Problem
Your Competition
Your Difference
Your Proof
Step 1 of 6 — Your Business0% complete
Step 1 of 6
Your Business
Start simple. What does your business do? Not the mission statement version — the version you'd tell a stranger at a party.
Business name
What type of business are you?
Pick your category first, then drill down.
Now pick your specific type:
In one sentence, what do you actually do?
Not your tagline. Not your mission. What you do, for who, and where.
Where do you serve? (city, region, or nationwide)
Step 2 of 6
Your Customer
Most businesses say they serve "everyone." That's a lie that costs you money. The more specific your customer, the more your marketing resonates with the right people.
Who is your best customer?
Be specific: age, situation, income level, job title, lifestyle. The more detail, the better.
What outcome do they want when they hire you?
Not what you deliver — what they're hoping for on the other side of working with you.
Step 3 of 6
Their Problem
Every buying decision is motivated by a problem. There's the practical problem (HVAC is broken) and the emotional problem (they're scared of being ripped off). You need to speak to both.
What's the practical problem you solve?
The functional thing that's broken, missing, or painful.
What's the emotional problem underneath it?
The fear, frustration, or feeling they're dealing with. This is what your marketing should actually tap into.
Step 4 of 6
Your Competition
If you don't know what your competitors say, you might be saying the exact same thing without knowing it. Most businesses in any category say "experienced, reliable, trusted." That's table stakes — not a differentiator.
What do most of your competitors claim?
Go look at 3 competitor websites right now. Write down what they say. Be honest.
Step 5 of 6
Your Difference
This is the most important part of the entire worksheet. If you can't name something genuinely different about your business, your marketing will always be fighting on price. Push yourself to be specific.
What would surprise your customer to hear you offer?
Something unexpected that competitors don't do or don't talk about.
If you had to boil your difference down to one sentence, what is it?
Step 6 of 6
Your Proof
Claims without proof get ignored. Any specific number, result, guarantee, or testimonial you have turns your positioning from an opinion into evidence.
What specific numbers or stats back you up?
Reviews, jobs completed, years in business, response time, satisfaction rate — anything real and specific.
What's a specific result a client got from working with you?
Do you offer any guarantee?
A guarantee removes risk from the buyer's decision. Even something simple works.
✓ Complete
Your positioning is ready.
This is a starting point — not a final draft. Refine it until it sounds exactly like you, then put it everywhere: your homepage headline, your Google Business profile, your ads.
Put it to work — 3 places to use this today
Turn positioning into growth
Let Zoek build your marketing around this
Your positioning statement is the foundation. Zoek builds the campaigns, website, and content on top of it — with a track record of 132,000+ sites and 50,000+ active clients.