Part 5/6:
However, that phrase was too broad and packed with multiple ideas. To refine the message, he conducted surveys revealing that cost—specifically the expense of commuting to physical colleges—was a significant barrier for students. This insight led to focusing the positioning statement on price: offering affordable education that saves students money on transportation and other costs.
This example demonstrates how effective positioning hinges on understanding what truly matters to your target audience and translating that into your core message.