The process of translating ideas into software takes time and lots of organization. Data modeling helps visualize and structure these ideas.

Think of it like a standard flow chart. It helps build foundations for new software or reverse engineering existing ones. 

Doing so provides firms insight into effective data use based on business needs. However, we must understand some core concepts to fully understand data models.

What is Data Modeling?

Data modeling helps organizations identify data entities, their attributes, and the relationships they have with one another. It uses texts and symbols to visualize the flow of data.

Data management and analytics teams can use it for the following:

• Identifying software requirements
• Reverse-engineering software
• Finding critical issues in databases

When organizations want to build a modern data stack, they need good data models. These data models result in scalable and manageable systems. Here’s a step-by-step guide to designing a data model. 

Steps for Designing a Data Model

Data modeling strategies have varied standards for representing data. All strategies contain structured processes with iterative objectives. But as a rule of thumb, designing data models follows this standard flow:

• Identify Entities: Data modeling begins with identifying the entities, events, or concepts in the data collection to be modeled. Each entity must be coherent and logically distinct.
• Identify Key Properties: Each entity type has one or more unique traits. A “customer” object may have a first name, last name, phone number, and greeting, whereas an “address” entity would have a street name and number, city, state, nation, and zip code.
• Identify Data Attributes: Early drafts of data models include entity relationships. Each client “lives at” an address. If the model included “orders,” each order would be sent and paid to that address.
• Map Attributes: This ensures the data model fits business needs. Formal data modeling patterns are common. Object-oriented developers use analysis and design patterns, whereas others use alternative patterns.
• Finalize Data Model: Data modeling must be updated as business requirements evolve. Before launching new data models, they have to be validated. Ensure that it can be a foundation upon which future iterations can be built.

Importance of Data Modeling

Data modeling includes a company’s requirements in database planning. It enhances how firms handle large quantities of data. 

This is possible thanks to data modeling providing frameworks for preserving and boosting data resources. Well-established data models also improve the following:

1. Boosts System Performance: Data modeling increases system performance and saves money. Without data modeling, a corporation may find its systems are too big. This is costly and unsustainable. With data modeling, companies can design apps and reports that use data efficiently and with fewer errors.

2. Rapid Onboarding: A robust data modeling approach streamlines the onboarding of acquired organizations. The acquired company’s data modeling plan forecasts how soon two data sets can be integrated. 

3. Defining the Database & Managing Assets: Data models are developed using many methodologies and languages. Data modeling strategies aim to establish a standard way to describe an organization’s data. Languages assist in expressing the model by creating standard notation for describing data connections between assets.

4. Optimized Data Management: Logical data modeling produces a manifest outlining the needs and requirements of different elements of the company in a single data management strategy.
   
5. Ensures High-Quality Data: The data modeling process guarantees greater data quality since the company’s data governance follows a well-thought-out plan.

Types of Data Models

Data models can be classified into four primary types: hierarchical, Network, Entity-relationship, and Relational. In addition, these models are separated into subcategories, each of which serves a certain function.

• Hierarchical Model: This model’s basic hierarchy starts at the root and extends like a tree with child nodes. A child node has one parent but might have several children. In this data architecture, the entire tree travels from the root node when data is retrieved. The hierarchical data model has one-to-many data relationships. Data is kept in records and linked.
• Network Model: The network model is a flexible database architecture for expressing things and their relationships. It may be represented as a graph, with edges representing relationships and nodes representing things.
• Entity Relationship Model: Entity-relationship diagrams illustrate the ER model database structure. ER diagrams demonstrate entity set relationships and show attribute-containing entities.
• Relational Model: Data tables aggregate constituents into relations. In this model, interconnected tables show relationships and data. Tables and rows represent records, while columns indicate entity attributes. Each record’s main key is unique.

Key Takeaways

Data modeling is a must-have for organizations handling large quantities of data. It helps define requirements and how data can be integrated to meet business needs. Here’s a rundown of important details to note:

• Data models identify data entities, attributes, and their relationships to one another.
• It helps businesses manage and utilize data more efficiently.
• Finding database-related issues is more accessible and streamlined.
• Organizations get precise software requirements.
• Good data models boost overall system performance.

The success of any business doesn’t depend on the products but on how well you can market and sell them. This is where positioning statements come in. 

Positioning statements help your marketing and sales team create a unified and compelling message across every stage of the sales process. But creating one isn’t so cut and dry.

We’re here to guide you through it. In this article, we’ll be running through the following:

• What are positioning statements? 
• The core elements of a positioning statement
• How to write your own 
• Positioning statement templates to draw inspiration from
• Best practices to ensure optimized positioning statements

What are Positioning Statements?

A positioning statement describes your product, your ideal customers, and how it provides solutions to your industry’s needs. It offers an outline for both marketing and sales efforts. 

Every business decision related to outreach campaigns or marketing should align with your positioning statement.

When both departments are focused, everything from lead generation to closing sales is streamlined, resulting in more conversions and increased revenue. 

So, what makes this statement effective? Let’s look at the fundamental elements of a great positioning statement. 

The Core Elements of a Positioning Statement

Positioning statements and your company’s “Mission and Vision” are often used interchangeably. They shouldn’t be. There’s a clear distinction. 

To fully understand the nuances between the two, we need to take a look at the core elements that make up a positioning statement:

Audience

Your ideal customers are the people who need your products or service the most. The key word here is “ideal.” This means qualifying leads produced from marketing efforts.

We do this by creating ideal customer profiles or buyer personas. Once we’ve qualified leads, marketing and sales can focus on product positioning. 

Product Positioning

What differentiates your product from competitors? Is it the features? Probably not. That’s because, in a tight niche, competitors are going to offer more or less the same thing packaged differently.

Instead, focus on your product’s benefits and how it can provide immediate value. Put yourself in your target audience’s shoes. Answer how your product can improve your prospect’s quality of life, save them on costs, or solve specific pain points. 

But, to answer these questions, you need to research your market. 

Market

Your target market includes both potential prospects and competitors. The broader your target market, the more potential prospects or competition you’d have. 

As a rule of thumb, you’d want to be specific and target a niche within a market. As you scale your business, you can expand your reach and get more niches. 

The fastest way to scale your business is to convert more prospects into paying customers. To get more conversions, we need to understand their unique pain points. 

Customer Pain Points

Pain points are the problems your prospects have in your market that you can solve. Your products and services should go beyond offering solutions to common issues. 

You need to do in-depth research on your prospect. Learn more about their unique issues with every email nurture sequence. Find unconsidered needs and promise a solution. 

Brand Promise

“Promise” is a heavy word— you have to consistently deliver on your promises of providing solutions to unique pain points. Failing to do so directly affects your brand image. 

A brand promise is the culmination of the benefits prospects get when they use your products or services. This should tie in with product positioning to round out your brand identity.

Brand Identity and Values

Your brand identity is how you portray yourself to the world. This includes logos, the copy on social media ads, and even how you approach sending cold emails.

Building a unique brand identity sets you apart from the competition. But what really makes a difference is the value you hold as a brand. 

Your values give your target audience a sound image of your organization’s culture. Are you a brand they would want to associate with? 

With a solid understanding of the core elements of a positioning statement, we can now start writing one. 

Positioning Statement Examples 

A strong positioning statement defines how you want audiences to perceive your brand. Here are some examples of positioning statements from popular brands you can inspiration from:

Dunkin’

“With America’s favorite coffee, innovative beverage strategies, and mouth-watering snacks, Dunkin’ has become the brand everyone knows nationally and loves locally.”.

Dunkin’ is an interesting case because they changed their positioning statement to match their rebrand from “Dunkin Donuts” to just “Dunkin” to emphasize their roots—making quality coffee.

Apple

“Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.”

Apple’s positioning statements hit two important functions of any big brand’s CSR (corporate social responsibility)—innovation and responsibility toward sustainable practices. 

Trello

“The way your team works is unique — so is Trello.

Trello is the flexible work management tool where teams can ideate plans, collaborate on projects, organize workflows, and track progress in a visual, productive, and rewarding way. From brainstorm to planning to execution, Trello manages the big milestones and the day-to-day tasks of working together and getting things done.”

Trello is one of, if not the most intuitive collaboration platform. How straightforward it is to use is apparent in their positioning statement. It’s all about collaboration for everything, big and small.

Coca Cola

“Coca-Cola has been offering a broad range of refreshing drinks for years—each offers a positive experience to customers. Dissimilar to other beverages, Coca-Cola drinks inspire happiness and positively change a customer’s life.”

Coca-Cola’s positioning statement directly extends what it aims to bring each customer—positivity and happiness. That’s why most of the ads for Coca-Cola you see include family, friends, and loved ones, all sharing a happy moment with a Coke in hand.

BeReal

“BeReal

For…

social media users craving authenticity and genuine connections

who want/need…

a platform that encourages real, unfiltered, and spontaneous sharing

we…

create a space for users to capture and share their daily moments, fostering a sense of community and honesty

because…

we believe in the power of authenticity and the importance of embracing our true selves in the digital age.”

BeReal is all about expressions of authenticity. You can’t upload edited photos or curate the perfect image of yourself. It all has to be real. 

How to Write Your Positioning Statement

All of the samples above use the core elements of a positioning statement. For us to write our own, we also need to do the following: 

Identify Target Audience

Your target audience should be based on specific criteria. Ask yourself what matters to you most. But, as a rule of thumb, you can segment your leads based on the following:

• Demographics
• Geography
• Pain points
• Needs
• Psychographics

Be specific when creating your ideal customer profile or buyer persona. If you don’t know where to start, use the BANT (Budget, Authority, Need, and Timeline.) framework. 

Find Your Market Category

Buyers must assess the value they can get from your product or service. We want to make this simple for our target audience by stating our position within our niche. 

For example, metal fabrication can be the market category. But, you want to specify that further so your prospects get context on what you can offer—structural metal fabrication. 

Identify The Differentiator

What makes you different from competitors shouldn’t be the features of your products. Focus on the benefits instead. That’s because we want to differentiate ourselves from the perspective of our prospects. 

Instead of saying, “Our product is the fastest growing email marketing tool,” emphasize why it’s gaining so much traction through its benefits. 

Emphasize the Payoff

The payoff is the sum of all parts—how does your product in your market category differentiate itself from competitors to meet the needs of your ideal customers?

To fully answer this question, you need to understand your position within your niche and your target audience.

Key Takeaways

Positioning statements outline your overall brand identity, voice, and message. Here are some best practices to consider when creating your statement:

• Marketing and sales need to have an in-depth understanding of their target customers, needs, and how the product/service addresses these needs. 
• Before creating your statement, identify your audience, competitors, the market, customer pain points, and brand value. 
• Highlight the benefits rather than the features. Emphasize benefits that resonate well with your target audience. 

One of the last things web designers think about is the copy. I’d argue that some don’t think about website copy at all—thanks, Lorem ipsum. 

If you had a freelancer or agency build a website, you’re likely left to outsource or produce the copy yourself. Sometimes, there is website copy, but it’s dull and generic. 

So, how do we write copy that resonates with our audience and makes them want to stay, explore, and eventually buy our products or sign up?  

What Makes Website Copy Stick? 

You want to write website copy that is memorable enough to stay top-of-mind. Don’t worry about trying to convert first-time visitors; the likelihood of that happening is slim.

Studies suggest that 96% of website visitors aren’t ready to buy. And even if they’re not ready to buy—you need to write copy that sticks with them even after they leave. We do this through:

Skimmable Website Copy: Nobody likes walls of text (unless it’s a Banksy). Making your copy skimmable ensures enough time for leads to skim through your site to find something that interests them. 

Knowing Your Brand Voice: Authenticity makes you memorable. Understanding your brand voice helps you write copy that’s memorable, unique, and built to improve brand loyalty. 

Understanding Customers: Learn what customers want from your products. Focus on their benefits. Write a copy that emphasizes those benefits. You can do this through surveys, interviews, or A/B tests.

Appealing to Emotions: Emotions are powerful tools marketers can leverage to get conversions. It’s one of the best persuasive writing techniques. When applied correctly in your copy, emotions lead to action, and there’s a lot to choose from.

Solid Value Propositions: At the end of the day, it’s all about what your products offer. Your value proposition expresses why prospects should choose you over the competition.

Think of what you bring to the table. Are you more affordable, have better quality, or more convenient? All that’s left now is to sprinkle your value proposition on your website copy. 

Writing High-Converting Website Copy: A 3-Step Guide

Using the fundamentals listed above, we will show you a step-by-step rundown on how to make high-converting email copy that sticks. Here’s what you need to do: 

Create a Standard Operating Procedure (SOP) For Copywriting: Getting organized is the first step toward efficiently writing copy. Create a content plan that includes the copy for your blogs, sales pages, and other key landing pages on your site. You can do this on a simple spreadsheet or through platforms like Trello. 

Include word count, the page it’ll be on, the headers, wireframes, due dates, and the targeted keywords we want to rank for. Once an SOP is established, writing copy for future blogs or new landing pages can run like clockwork. 

Focus on the Benefits, not the Features: Earlier, we discussed focusing on benefits, and we can’t emphasize this enough. Even if your product has the best features, focusing on them alone doesn’t make it appealing.

Website copy fixated on features are just bullet points. They don’t provide prospects with context. 

Let’s say you’re a company that provides outsourced, affordable, and talented medical virtual assistants. Which copy would a prospect latch on to the most? 

Copy A: Our professionally trained medical VAs can save you upwards of 40% on staffing overhead for all your back-office needs. 

Copy B: Our medical VAs can do everything from bookkeeping and bill management, all the way to insurance claims. 

Copy A is the sure winner here. It already includes what copy B is trying to say but focuses on what prospects can expect when they get your service, contextualizing your offer from their perspective. 

Use Customer Language: You don’t want to be boxed in by sounding too professional in your website copy. Sometimes, the copy can derail into a congregation of industry jargon that many could find alienating. 

Instead, write copy as if talking to the ideal customer. Put yourself in their shoes. As a customer, describe your problem and the solution you’re after.

Let’s say you have a fitness app that acts as a personalized virtual trainer called FitFriend.

One of your ideal customers might be someone in and out of the gym, month after month. Your website copy could be as simple as “Looking to stay consistent? FitFriend is here to help you follow a personalized routine and track your progress.” 

This can quickly lead to a “Dang, this product is exactly what I need” moment. We want these reactions if we aim to create high-converting website copy. 

Website Copy Elements You Should Always Have

Remember, there are different elements in your site that you need to write copy for. Here are the elements that you should always include: 

H1 Heading (Main Heading/Top-of-the-Fold)

Your H1 Heading should be the first thing site visitors see. It should be a concise and accurate description of what a page is all about. Let’s use one of Spacebar’s pages as an example: 

The H1 heading on this page is “We keep backlinks classy.” This is followed by a short description that summarizes the entire page. It’s all about backlink building as a service, not how to do backlink building. 

H2 Headings (Supports H1, Helps Prospects Find What They Need)

Further down the page, site visitors should find your H2 headings. They support your H1 heading, help visitors skim through your page, and find what they need most. Here’s an example from Semrush. 

The H2 headers on their homepage include social proof and the benefits the tools provide to their prospects, SEOs, and marketing agencies. 

Body Copy / Main Copy

The body copy is the main copy we write below our headers. You don’t want to sound like you’re trying to pitch a sale. Instead, go for an information-led approach. Focus on the benefits and provide everything necessary to help your prospects make an informed decision.

Call to Action (CTA)

A call to action directs interested prospects to the next step they should take. For a product page, these are things like “Buy Now!” or “Order Here.” These CTA copies are typically inside colorful buttons that stand out from the rest of the page. 

But not every CTA has to be this way. It can be subtle. Guiding prospects down your sales funnel. For example, you can contextualize your CTAs.

Let’s say you’re selling a lead generation tool. Instead of saying, “Start your free trial today,” you can say, “Start Scaling Your Business Today!”

Key Takeaways

Website copy should be part of your overall website development plan. If you want to write high-converting website copy, remember these best practices:

• Ensure that you understand your customers and their needs
• Write copy that’s skimmable but enough to provide necessary information
• Focus on the benefits, not the features
• Don’t alienate prospects with technical or industry jargon
• Use language that’s understandable for the majority of readers