Do not confuse your positioning statement with your message; the two just aren't the same. Your message can and should contain all the important points about your product. The positioning statement should only contain the one most salient aspect of your product that you wish to instill in the prescribing physician’s mind.

Volvo’s current message includes an offer of "three great savings packages". But even if their promotional copy involves an element of price, it is clear within the scope of their promotion that their positioning is still simply "the safest car you can own".

Take a good hard look at your positioning statement. If it contains more than one product attribute, it’s probably too long.