Long sleeve, bamboo
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.
long sleeve, bamboo | a one-sentence exercise in positioning
This week’s ordinary item: Long sleeve activewear made with bamboo
What is it? The Short Spine makes women’s activewear using bamboo fibers rather than using petroleum-derived synthetic fibers or conventional cotton in which cultivation involves large quantities of water.
What sets it apart?
Bamboo. It’s becoming widely known by consumers that bamboo is often a better choice. Compared to traditional textiles, bamboo is typically stronger, gentler on the skin, and more durable, sustainable, odor-resistant and eco-friendly.
So, when The Short Spine agreed to let us feature them this week, and I read the materials list for their long sleeve, “90% bamboo, 10% spandex,” I found it 100% interesting.
It did leave me with one big question though - in the surging tide of bamboo brands and eco-friendly fibers, what sets The Short Spine apart?
Another way to think of it - what can we expect from The Short Spine that no other bamboo long sleeve will be able to provide.
Today’s task, write one sentence to tell us why The Short Spine could be special, unique, different.
Remember, have fun with it. Don’t take it too seriously. You won’t have ALL the information you need, but use your imagination. It doesn’t have to be factually accurate, make up some details, tell a story, paint a picture for us.
Most importantly, write something!
In a sea of bamboo brands, the Short Spine is [the only, first, best…] __________________ .
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?
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………”:
“Keep it short and to the point - we adhere to the K.I.S.S. method (keep it simple stupid).” - Barbara Gretsch
“Make a promise on what problem it will solve for your clients” - Ney Lins
“Sell the product to your target demographics daily life routines.” - Ryan Salomon
“When writing a positioning statement, it's important for it to reflect what you believe in and stand for as a company.” - Simon Elkjær
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