Theme Statements (Bite Size)

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 unique.

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 understandable.

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 assembly.’

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.

Updated July 2022

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