To effectively write a positioning statement, it is advisable to focus on which type of benefits for the customer?

A positioning statement articulates how a brand or product meets the needs of its target audience and differentiates itself from competitors. Focusing on intangible benefits emphasizes the emotional, psychological, or social value that customers derive from using a product or service. These benefits often resonate more deeply with consumers, as they relate to personal aspirations and lifestyle.

Intangible benefits can include things like prestige, peace of mind, increased self-esteem, or a sense of belonging. These aspects are crucial for creating a strong emotional connection with customers, making the product or brand more appealing. By highlighting these benefits in a positioning statement, marketers can foster loyalty and a more profound relationship with their audience.

While tangible, functional, and monetary benefits can also play a role in a positioning statement, they may not evoke the same emotional response as intangible benefits. Customers often make purchasing decisions based on how a product makes them feel or the status it confers, making intangible benefits particularly vital in positioning strategies.