# The positioning statement and messages > Fix the position in one internal sentence (for whom, which shelf, one difference, the proof), build a message hierarchy for the payer, the user and those who recommend, draft variants with AI and check them, then write Dana's profile line and pinned post. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: Why should they choose us? - Lesson 15/32, ~21 min - Source: https://productovi.com/courses/marketing-strategy/positioning-statement-and-messages ## One sentence for the team **Alex Tutor:** Back at Klasna's marketing team: you have a shelf for EU parents, a difference and the proof. Today you fix them in one sentence. **Leo:** Good. So what's the slogan? **Alex Tutor:** Not yet. First the **positioning statement**: an internal sentence that says for whom, on which shelf, the one difference that counts and the proof behind it. Every ad and page is written from it, but it isn't an ad. **Uliana:** Draft: "For Ukrainian parents in the EU who want their children to keep up maths and English for a return or the Ukrainian exam, Klasna is Ukrainian school subjects online with a personal tutor at hours that fit their time zone, where the tutor writes to parents every week about what changed. Proof: a real anonymised note and parents' reviews." **Sofia:** It's long. **Alex Tutor:** It's meant to be exact, not catchy. Leo's slogan comes later, from the difference. **Alex Tutor:** Quick check before the parts: what kind of sentence is this? > **Exercise:** **True or false:** a positioning statement is the slogan Klasna puts at the top of its ads. > **Exercise:** Put the parts of a positioning statement in the order used in this lesson. ## Messages under it **Alex Tutor:** Under the statement sits a **message hierarchy**: one main message, two or three supporting ones for the different people in the purchase, and proof under each. **Uliana:** Main message to parents: "Every week, you'll know what changed." The payer decides, so the payer hears it first. **Sofia:** And the child, who actually studies? **Alex Tutor:** Reached through the parent and in the lessons, never by ads aimed at minors. Give the parent a line to pass on: a friendly tutor who explains the Ukrainian programme step by step. Proof: a short trial lesson. **Uliana:** And for the people who recommend us: the admins of community chats and other parents. A sample note they can share is easier than a link to our prices. > **Exercise:** Which belong in Klasna's message hierarchy for EU parents? Select all that apply. **Alex Tutor:** Uliana's next idea: a different main line for each channel. Does that hold up? > **Exercise:** **True or false:** Klasna should give each channel its own main promise, such as "AI practice 24/7" in video ads and "qualified tutors" in search, so that each fits its audience. ## Drafting with AI **Uliana:** I asked an AI assistant for ten versions of the main message. Some are lovely. "Europe's most trusted Ukrainian school" is my favorite. **Alex Tutor:** Drafting is what it's good for. Then run every variant through the statement: is it for these parents, on this shelf, about this difference, and can you prove it today? "Most trusted in Europe" fails the last one. **Sofia:** And we compare the variants with the words parents used in the reviews. **Alex Tutor:** Yes, their words usually beat ours. Give the assistant the themes, not the reviews with names in them. > **Exercise:** Which AI-drafted main message should Klasna keep for EU parents? **Alex Tutor:** Before the next round of drafts: what goes into the assistant? > **Exercise:** Uliana wants an AI assistant to draft more main messages. What is fine to give it? Select all that apply. ## Dana's profile line **Alex Tutor:** Now the small version. Dana's practice has its niche from the last module: adults in IT who need English for work calls, in the evenings. **Dana:** My profile still says "English teacher | all levels | DM for lessons". And my pinned post is my holiday photo. **Sofia:** Her statement in short: for people in IT who freeze on client calls, a tutor who practises on your own real calls and emails, in the evenings. Proof: her students' words. **Alex Tutor:** The profile line is the statement squeezed: who, what changes, how. The pinned post carries the rest: the situation, how lessons work, a student's words with permission, who it isn't for, how to book. > **Exercise:** Which profile line best fits Dana's position? **Dana:** Can the pinned post promise "no more freezing on calls in a month"? People like a deadline. **Alex Tutor:** Only what you can show. Say what a student actually did, in their words and with permission: "after six weeks I ran my first client call alone". That's a real result, not a promise to everyone. **Sofia:** And the "not for" line: no exam prep for school students. **Dana:** Which also keeps me clear of Klasna's families. Good. > **Exercise:** **True or false:** Dana's pinned post should promise every reader a result by a fixed date, such as "fluent on calls in a month", because deadlines attract people. **Alex Tutor:** Now write the pinned post itself. Short enough to read on a phone in one go. > **Exercise:** Dana, a Klasna tutor with her own evening practice, teaches English for work calls to people in IT: lessons practise on their own real client calls and emails, online in the evenings. One student agreed to be quoted: "after six weeks I ran my first client call alone". She does no exam prep for school students. Write Dana's pinned post (60–120 words): who it is for and their situation, how her lessons work, one piece of proof, who it is not for, and how to book. > **Key ideas** > > - A positioning statement is an internal sentence, not an ad: for whom, which shelf, the one difference that counts, the proof. > - A message hierarchy puts one main message on top, supporting lines for each role (the parent who pays, the child who studies, the people who recommend) and proof under each. > - Children are reached through parents and lessons, never through ads aimed at minors. > - AI is good for drafting variants; check each against the statement and customers' own words, drop what you can't prove, and don't paste reviews with names. > - For a one-person practice, the profile line is the statement squeezed; the pinned post adds the situation, how it works, honest proof, a "not for" line and how to book. **Alex Tutor:** Next, the module's case: Klasna Club is filed as a chatbot you pay for. You'll reposition it and test the new position cheaply. - Previous lesson: [A difference that counts](https://productovi.com/courses/marketing-strategy/a-difference-that-counts.md) - Next lesson: [Case: reposition Klasna Club](https://productovi.com/courses/marketing-strategy/reposition-the-club-case.md) --- Productovi Learning. Free, no sign-up needed to read.