What is a Theme Statement?
A theme statement is a business practice that involves a written statement that links
benefits for the customer to the features or services you provide so that they choose
your product over the competitors. Most effective ones are the ones that are most
Developing Your Theme Statement
List the customer’s needs/problems. List a feature of your solution that will
address each of those needs. Define the issue so as to highlight its uniqueness.
Identify a success story to highlight your offer, and quantify the benefits. Draft a
theme statement linking the features and quantified benefits to a particular
customer issue, and make sure to have evidence to support your claims.
Link The Benefits
You must be able to see a clear link between the benefits and the features in your
theme statement. You must have a Plausible Trail. However, it is better to put the
benefits in front of the features in your theme statement. This is as customers buy
benefits not features.
Quantify The Benefits
The credibility of a theme statement improves when you quantify any benefits.
When quantifying, make sure not to make it too precise (e.g. 33.74%), as it will
lose any credibility. All quantified benefits need to be supported by evidence,
which needs to be formatted into the proposal after the initial claim is made.
Drafting Concise Theme Statements
The longer a theme statement is, the more likely that the customer will not pay
attention to it. Make sure to cut out unnecessary jargon to make it more
Make sure to switch benefits and features around so the customer benefits are first:
‘Our engine is easy to fix because of only four common bolts are used for
Ensure More Benefits Than Advantages
Benefits are something that customers have acknowledged the want and value.
Advantages are potential benefits; they sound good, but customers may not
actually want them. But customers can turn an advantage into a benefit if they
understand how it will help them.
You need to be aware of what customers value most. You can unintentionally turn
customers away from your offer/product if you use more advantages than benefits
in your theme statements.