Host: What would summarize a positioning statement?
David Krauskopf: So to summarize, a positioning statement helps you to determine your market positioning. You going to determine what set of target customers your products or services are best matched with. This will allow you to be much more efficient in actually going out there and utilizing this statement in your marketing activities. The second part is that you will use this statement as the core basis that you use for the messages that you put out in front of those customers. So if I build a website, I want those headlines on the website and the things that come out to that customer first to be actually my positioning. I want to talk to them to show that I recognize who you are so they see that quickly and that my product or service has value and benefits to you. Then once I catch their attention with the overall positioning statement then I can add all that long list of details that will backup and give more explanation of the product in order to maybe finally close that deal. But the positioning statement is to get just overall off to that strong start of a relationship with the customer. 1