# Positioning statement worksheet > Use this positioning statement worksheet to define your audience, problem, alternative, difference, and proof before writing a homepage or campaign. Source: https://scayverstaging.1wp.site/resources/positioning-statement-worksheet/ ![Two women sit together at a desk by a window, both writing on printed worksheets.](https://scayverstaging.1wp.site/wp-content/uploads/2026/07/sg-resources-138135-hero.webp) Positioning answers a buyer's quiet question: why consider this option for my situation? This positioning statement worksheet assembles the parts before you polish a tagline. [Talk to a Specialist](https://scayverstaging.1wp.site/talk-to-a-specialist/?form=book) [Every resource](https://scayverstaging.1wp.site/resources/) **Format** [Worksheet](https://scayverstaging.1wp.site/resources/type/worksheet/) **In this format** 2 A useful statement makes the audience, problem, category, difference, and evidence clear enough to guide your website and sales conversations. Write short, specific answers. If a field is uncertain, note what you need to learn instead of filling it with an attractive guess. ## 1. Who is choosing? **Primary audience:** Name the group making the decision, not everyone who might ever use the product. What role are they in? What situation has brought them to this decision now? **Buying context:** Are they replacing a current approach, starting from scratch, or solving a new problem? The context changes what they need to hear first. **The first question:** What must they understand before they compare providers? Capture the words they use in real inquiries, interviews, search queries, or support conversations where available. ## 2. What problem matters? **Current friction:** Describe the specific cost, delay, confusion, risk, or missed opportunity they experience. “They need growth” is too broad. “The sales team cannot tell which inquiries match the service area” points to a decision the message can address. **Why it matters now:** What change makes the issue worth solving? Do not invent urgency. Use the real operational or customer consequence. **Desired progress:** What would become easier or clearer if the problem were addressed? Describe the change without promising a measured outcome you have not proven. ## 3. What are they comparing you with? The alternative may be a competitor, an internal team, a manual process, a different category of solution, or doing nothing. Name the real choice. If you position against the wrong alternative, the message may answer a question the buyer is not asking. **Category:** In plain language, what kind of solution are you? Use a term your audience recognizes before introducing your own vocabulary. **Reason to choose this approach:** What do you do differently that matters to the problem? A difference is useful only when it changes the buyer’s decision. ## 4. What supports the difference? List product or service facts, process details, demonstrations, current policies, and approved customer evidence that support the statement. Mark each item as verified, pending, or unavailable. A claim should not become stronger merely because it sounds good in a headline. If your strongest point has no support yet, narrow the wording. For example, a business can accurately describe how it coordinates handoffs without claiming it has the “best” process or a guaranteed result. ## 5. Draft the internal statement. Use this structure as a working sentence, not as copy you must publish verbatim: > For **[specific audience in a specific situation]**, **[business or offer]** is a **[recognizable category]** that helps them **[meaningful progress]** through **[relevant difference]**, supported by **[verified reason to believe]**. Read it aloud. Can someone outside the team understand it? Does it exclude anyone you genuinely do not serve? Does the evidence support the strength of the words? ## 6. Turn it into page copy. An internal statement can guide a homepage, service page, or campaign, but the public version usually needs a more natural voice. Start with the customer’s problem or desired decision. Explain the offer in familiar terms. Show the relevant difference and evidence close to the claim. Give the visitor a next step that matches the stage of the decision. [Brand messaging](https://scayverstaging.1wp.site/services/copywriting/brand-messaging/) can make those choices consistent across channels. [Website copywriting](https://scayverstaging.1wp.site/services/copywriting/website-copywriting/) can then assign a distinct job to each page rather than repeat the same positioning sentence everywhere. ## Test the statement. Ask a few people who match the audience what they think the business does, whom it serves, and why someone would choose it. Do not coach their answers. Compare their interpretation with the decision you intended to support. If they cannot identify the offer or the difference, revise the statement before polishing the design. ## Need to pressure-test your position? Bring your draft, the current website, and the alternatives buyers mention. We can help identify what is clear, what needs evidence, and what the site should say first. [Talk to a Specialist](https://scayverstaging.1wp.site/talk-to-a-specialist/) Related ## The other Worksheet. There are 2 in this format. If this one is not the one you need, the other one is here in full. You are reading this one. ### Positioning Statement Worksheet A guided exercise that produces one clear sentence about who you serve and why you win. Same format: Worksheet. ### [Customer Persona Worksheet](https://scayverstaging.1wp.site/resources/customer-persona-worksheet/) A fill in the blank exercise that turns a vague audience into a person you can write to. You cannot write persuasive copy for a crowd. This worksheet walks you through goals, objections, and buying triggers until you have a persona specific enough to guide every message. Keep reading ## Read after Positioning Statement Worksheet. The rest of the resources, newest first. - [2 July 2026 Customer Persona Worksheet](https://scayverstaging.1wp.site/resources/customer-persona-worksheet/) - [2 July 2026 The Social Content Sprint Playbook](https://scayverstaging.1wp.site/resources/the-social-content-sprint-playbook/) - [2 July 2026 AI Prompt Pack for Blog Post Outlines](https://scayverstaging.1wp.site/resources/ai-prompt-pack-for-blog-post-outlines/) - [2 July 2026 Email Welcome Sequence Template](https://scayverstaging.1wp.site/resources/email-welcome-sequence-template/) - [2 July 2026 Website Pre Handoff QA Checklist](https://scayverstaging.1wp.site/resources/website-pre-handoff-qa-checklist/) - [2 July 2026 The SEO Content Audit Guide](https://scayverstaging.1wp.site/resources/the-seo-content-audit-guide/) - [2 July 2026 The Client Onboarding Playbook](https://scayverstaging.1wp.site/resources/the-client-onboarding-playbook/) - [2 July 2026 AI Prompt Pack for Ad Headline Variations](https://scayverstaging.1wp.site/resources/ai-prompt-pack-for-ad-headline-variations/) - [2 July 2026 The One Page Creative Brief Template](https://scayverstaging.1wp.site/resources/the-one-page-creative-brief-template/) - [2 July 2026 Brand Launch Readiness Checklist](https://scayverstaging.1wp.site/resources/brand-launch-readiness-checklist/) - [2 July 2026 The Landing Page Teardown Guide](https://scayverstaging.1wp.site/resources/the-landing-page-teardown-guide/)