Fruit, chocolate-dipped
Advice is great, but advice on its own won’t make you a better writer. We become better writers by writing and it’s always easier to write when we’re inspired. To that end, a creative prompt using an ordinary item.
Fruit, chocolate-dipped | an exercise in writing positioning statements
This week’s ordinary item: Chocolate-dipped fruit
What is it? Sweetduet Chocolate offers fruit dipped in chocolate without added refined sugars or typical fillers. Everything organic.
How is this any different?
Surely we’ve heard it all before - best, delicious, natural, purest, original, and the like. These words all start to blend together and no longer mean much to the sweet-toothed consumer.
So, how can a company stand out when they’re making something as common as chocolate-dipped fruits?
When Sweetduet Chocolate agreed to a feature in our newsletter, I knew I wanted to take a stab at a unique positioning statement, something that instantly tells consumers how this chocolate is different.
Today’s task, create a positioning statement for (woman-owned) Sweetduet’s organic, no added refined sugar, vegan, gluten-free, non-GMO, chocolate-dipped fruit.
Remember, have fun with it. Don’t take it too seriously. You won’t have ALL the information you need, but use your imagination, make up some details, tell a story, paint a picture for us.
Most importantly, write something!
“Sweetduet Chocolates is the” __________________ .
Not sure where to start? Some prompts to get the creativity flowing…
Positioning is the real estate your brand owns in your customer’s mind. What “real estate” could they own?
What makes them unique or different?
Who would this matter the most to?
What guarantees could they make to their customers?
What problems do they solve?
Looking for professional advice on how to write a compelling positioning statement? Here’s what a few of the experts had to say when I asked them to fill in the blank, “When writing a positioning statement, it’s important to………”:
“Know your lane, and stay in it.” -Nancy Lewin
“Know your audience.” - Charley
“Ensure alignment with the values of your brand and the interests of your customers.” - Harpa Grétarsdóttir
“Not overcomplicate it with sophisticated words - keep it clear, simple and understandable.” - Jade Rowlatt
Add to this story — what happens next? Leave a comment and let us know.
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