Host: What is included in this positioning statement?
David Krauskopf: Well, a positioning statement has four parts. First it is the target customer so who you want to sell to, second is who you are to that customer, third is the primary one or two benefits that, that customer is most interested in and fourth are attributes or arguments that backup why your product is best and you have something and that your statement is in terms of a benefit is true or a reason to believe, the promise that you are making. So let's start with the target. So in looking at what you want to sell, you need to be able to say first for yourself and second, for your communication outside to the customer, who your target customer really is and if you do this successfully, when the customer reads it and the first thing they read is, "Oh, that's for me," then they will want to read farther. So a good example of this would be for you Americans who are interested in starting a business, that's who our target is. Then the second part is who you are in relation to that customer. So a little bit of a frame of reference or a few words about you or your brand and who you are to that customer. So to that customer, we are SCORE, a non-profit organization that are counselors to America's small business. The third component are the primary one or two benefits that this customer would be most interested in selecting your company or the product or brand from your company. So in our case, in SCORE we provide you with the knowledge and tools that will make you a successful entrepreneur. Fourth, attributes or arguments that backup that promise. So if I make a strong promise that I am going to give you knowledge and tools to be a successful entrepreneur, I have to be able to select the main points that are going to back that up. So in our case, we are a 44 year old organization with over 11,000 business executives, business owners who are dedicated to making you successful. On top of that, our counseling sessions are available to you as many sessions as you want and it is free. So you don't even have to pay to come and get an idea of what knowledge that we can provide to you. So a positioning statement is made up of who the target customer is exactly, who you are to the target customer, what is the primary one or two benefits that have the most value to that customer that you provide and three, what are the attributes of your product and service and arguments that really backup that primary benefit that you are providing. So to put it all together, an example, to Americans who are interested in starting a business, we are SCORE, a non-profit organization, we are the counselors to America's small business. We are dedicated to providing you the knowledge and tools to become a successful entrepreneur. We do this through our counseling sessions and as a 44 year old company with over 11,000 experienced business executives and business owners, we are well-positioned to provide you with this knowledge that you need. 1