Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is a marketing manager publishing in a new market. Their problem is that the same product terms are translated inconsistently across materials. The desired practical outcome is a reviewed translation with an agreed terminology glossary.
The example is deliberately bounded: the client must identify the intended audience and final reviewer. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a translation and terminology review project |
|---|---|
| Buyer question | Which product terms must stay consistent across every customer touchpoint? |
| Possible evidence | a short translated sample with reviewer comments and terminology decisions |
| Useful asset | a localisation brief and terminology checklist |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | Translation services buyers, especially a marketing manager publishing in a new market, dealing with this issue: the same product terms are translated inconsistently across materials. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a short translated sample with reviewer comments and terminology decisions. |
| Evidence we can show | Use a short translated sample with reviewer comments and terminology decisions; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For a marketing manager publishing in a new market, our a translation and terminology review project helps work towards a reviewed translation with an agreed terminology glossary. Evaluate it through translate a representative sample and agree the review standard. |
Review before using it
A useful operational measure in this example is consistency with the approved glossary and resolution of reviewer comments. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Define language variant, word count, file formats, review rounds and specialist checks.
- Use evidence rather than promises. Do not claim legal certification or native-market validation unless provided.
- Discuss the draft with someone who understands the buying situation. Start with: “Which product terms must stay consistent across every customer touchpoint?”
- If the next step is a trial, define its purpose. One possible starting point is to translate a representative sample and agree the review standard.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | An automatic translation is almost free. |
| Useful response direction | It may be useful for a draft. Let us compare the audience, consequences of errors and the level of human review the material needs. |
| Evidence to collect | The buyer’s own account, a short translated sample with reviewer comments and terminology decisions, and records relevant to consistency with the approved glossary and resolution of reviewer comments. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: Translation services buyers, especially a marketing manager publishing in a new market, dealing with this issue: the same product terms are translated inconsistently across materials.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a short translated sample with reviewer comments and terminology decisions.
Example: Use a short translated sample with reviewer comments and terminology decisions; check whether it answers the buyer’s uncertainty.
Example: For a marketing manager publishing in a new market, our a translation and terminology review project helps work towards a reviewed translation with an agreed terminology glossary. Evaluate it through translate a representative sample and agree the review standard.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my translation services business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why the same product terms are translated inconsistently across materials, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not claim legal certification or native-market validation unless provided.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a testable positioning statement and a list of evidence needed to support it. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.