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Ask ChatGPT for ten positioning statements and you'll probably get ten polished options.
But better wording doesn't solve an unclear position.
Before you write the statement, you need to make some choices: Who are you really for? What are they choosing you instead of? And why should they choose you?
Take a reporting tool.
You could position it for small agencies that want to create client reports faster. Or marketing leaders who need clearer reporting to make budget decisions. Or analysts who need more flexibility when working with messy data.
Those aren't three ways to describe the same position.
They change who you're selling to, what problem you lead with, which competitors you're up against, what product strengths matter, and what proof you'll need.
This is where ChatGPT can be useful: not to make the decision for you, but to put genuinely different positioning options side by side so you can see the trade-offs.
Try this:
You are a senior positioning strategist. Help me explore different positioning options for [product].
Use the customer research, win/loss notes, competitor information, and product facts I've attached.
Our commercial goal and constraints:
[details]
Develop 3 genuinely different positioning options.
For each, show:
1. The specific customer and buying situation
2. The problem we would lead with
3. What they currently use instead, including doing nothing
4. The advantage we could credibly own
5. The evidence supporting that advantage
6. What we would deliberately deprioritize by choosing this position
Separate what is supported by evidence from what is still a hypothesis.
Don't write the final positioning statement yet. I want to choose the strategic direction first.
Review the options and choose the position you can actually defend.
Then ask ChatGPT to turn that choice into the positioning statement, messaging, and campaign brief.
The words come last. The positioning decision comes first.
Happy prompting!
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