---
title: Position It, Then Prove It
description: Craft clear positioning statements that resonate with your audience. Learn to test claims effectively and enhance your communication skills with practical strategies.
---

Yoanne Clovis, PhDNeuroscientist + Communication Strategist

# Position It, *Then Prove It*

Two parts. First, write a positioning statement that says who you serve and why you're different. Then test every claim in it with one question: "so what?" Your answers save in this browser as you type, and you can download them as a Word file at the end.

Part 1

## Write your positioning statement

Fill in each line in plain words. Aim for something you could say out loud in one breath.

Fora precise audience

Whoneed, or struggle with

Our work isa program, service, or product

Thatwhat it enables or provides

Unlikewhat people use or fund instead

Wehow it works, linked back to what they need

Check it against

## The I.N.V.E.S.T. rules *of brain-friendly communication*

Read your statement back. Tick each rule it already follows, and rework the lines that miss.

I

**Intro / Outro Impact**

Start strong, end stronger. People remember the first and last thing they hear.

 Done

N

**Need-driven**

What's in it for them?

 Done

V

**Visual**

Use relatable imagery to help them understand, feel, and remember.

 Done

E

**Emotional**

Trigger feelings for a deeply engaged audience.

 Done

S

**Surprise / Stakes**

Create tension, or contrast. Make the difference obvious.

 Done

T

**Tangible**

Make abstract concepts concrete.

 Done

Before Part 2

## Who's listening?

My listener

What they care about

What they already know

Part 2

## Test it with *"so what?"*

1. Start with your statement from Part 1, or one slide or paragraph of your proposal.
2. Write each claim the way you'd say it today.
3. For each one, write in one sentence what it means for this listener.
4. Flag any jargon to cut or explain. Jargon is anything above a 10th-grade reading level, or too niche for some people to know.

The claim, as I'd say it today"So what" for this listenerJargon to cut or explain

Quick check

## Before you present

- Every claim has a one-sentence "so what."
- The "so what" is about the listener, not about us.
- Nothing is above a 10th-grade reading level or too niche for this listener.
- Someone outside my field could repeat it back.

Why this works

The answer to confusion is always "no."

### The curse of knowledge

Deep expertise makes it hard to remember what it's like not to know the basics. That's the expert gap.

### Neural coupling

When a listener is really following you, their brain activity syncs with yours. Jargon breaks that sync.

Download as Word (.docx)

Clear all

Copyright © 2026 Yoanne Clovis, LLCinfo@yoanneclovis.com

Positioning worksheet