In a positioning statement, the Reasons to Believe (RTB) provide the evidence to support the Point of Difference. They’re what stand between your message being a puff piece and being authentic. However, as with so many other things in marketing, people are often tempted to throw the kitchen sink into their RTB’s rather than remaining strategic and focused. This 3-minute video shows you how to approach identifying the best RTB’s to support your Point of Difference.
