I feel almost silly going so far back to the marketing basics that I’m actually writing a post on positioning, but this graphic says so much in so few words, that I wanted to share it with you.
So complete this sentence for your station.
Your station is the only [blank] that [offers blank benefit].
If you can’t complete the sentence, you don’t have a position.
And remember, there’s a VAST difference between “having a positioning statement” and having a position.