Host: What should not be included in the positioning statement?
David Krauskopf: A lot of people tend to try to put in multiple target customers, multiple products or a too long of a list of benefits and arguments to backup the benefit into their positioning statement. What that does is when a customer initially reads this positioning statement as I said, it should be that hook that gets them interested to go further and dig deeper into your company. It kind of muddies the waters and it makes it much more difficult for them to really understand who you are and what you do. If you are not clear in that, you are going to lose interest in most of your target customers. 1