How to Sell Yourself with an Effective Positioning Statement

As a graduate student, you will be asked to define yourself to those around you on a regular basis. This is where a good personal positioning statement or “elevator speech” comes in handy. It allows others to create a lasting image of who you are and your capabilities to potential employers in an effective and succinct manner.

But what makes for an effective positioning statement?

An effective positioning statement is a flexible statement you can tell people when asked the question, “So what do you do?” at a networking event, a convention or seminar, at a function, in a supermarket queue or anywhere else.

It will address three key components:

1. What are your strengths? Your distinctive competencies? How can you provide value in what you are offering?
2. Who is your statement positioned at? What about them means they are an ideal fit for the value you offer?
3. How are you different from others in your field or industry that others will find of value? In other words, what is your unique position? Your competitive advantage?

Your positioning statement will be specific, descriptive and will convey your expertise in your field. It will spark conversations with others, allowing them to get a detailed idea of who you are and what you do, and will encourage others to remember and recommend you with confidence. 

How to tailor your positioning statement to the occasion

There are three options for the focus of your position statement: YOU, IT, or THEM.

• YOU is obviously all about you, who you are, what you have done, and what are you into.
• IT is all about the activity, examples of how it has worked for someone, what it is like and maybe a few good stories about what it is you do.
• THEM is all about the outcomes i.e. what you can do for them. You may ask questions, identify the key challenges they face or even get into solutions.

 You can potentially use your positioning statement in any situation from networking events when meeting people for the first time, at interviews or introducing yourself to company representatives over the phone. However, it can be generally divided into the following:

• Social Event = Personal = YOU
• Business/Professional Networking Event = What Activity You Do = IT
• Talking to a Business Prospect = Outcomes & Benefits = THEM

Ultimately, the aim of an effective positioning statement is to intrigue the listener enough to want to get you back for a more in-depth conversation. The consistency and succinct manner in which you come across enables those to whom you are addressing to remember you later on. Thus, positioning is your key to success. Positioning a unique value you offer to a niche market, in ways that are better and more effective than anyone else.

So with this in mind... What is your position?