What's your positioning statement?

Thanks, Mark. It's fun for me.

Let me know if you have a good home for a defibrillator somewhere in your network.

Susan,

If you haven't yet, read The First Three Questions. In it, I use myself as the brand.

In Real Estate I touch upon your question, writing, "Are you the product, or does your entity have a distinct name and selling proposition?"

From what I've read, it seems to me as though your customers come for Susan. I'm not suggesting that you lose the name of your company, but I therefore might recommend you lead with "Susan."

Lynn,

I'm confused by your "to whom?" Why green-minded people? I think of "green" people who are concerned about the environment. I get that your products are all-natural, but I don't associate "green" that closely with "all natural."

Who? Moddejonge's Herbals. Got it.

What? You don't really spell this out but I think it's "the maker of topical ointments." Is that the frame of reference you want?

Benefit? That offers relief for skin and muscle itches and aches. Having worked on copy with you, it seems as though you are selling your promise short. Don't you also "work wonders" for rheumatoid arthritis, carpal tunnel, and other really bad stuff?

Perhaps it's "That relieves the pain and discomfort associated with x, y, z, a, and b."

Supporting claims? The only "because" you offer is because they are "tried and true remedies tested on family and friends for years." That can work, given the imagery you use: Your copy portrays you as a loving grandmotherly type. I wonder if you have any metrics to back things up. How long you've been in business, customers served, where it's sold (if you have a "big name" retailer stocking it, this might be a good place to mention it).

Howard, always a pleasure. Ok, let's give this a look.

Your to whom? is very interesting. It seems that your customer insight is there is a group of business people who are struggling with an ethical dilemma: Should I increase revenue if it means I'd have to adopt manipulative selling techniques?

You are more familiar with the category than I am, yet this feels like an artificial distinction.

I can understand the "increase revenue" part (which doesn't really narrow the focus at all; I mean, who doesn't?). I could also get behind the notion that some businesspeople don't know how to best improve their own selling skills. Think about these points and let's see what you come back with.

Who? Howard. Excellent. We love Howard.

Frame of reference? You don't really say. I'm guessing "sales coach" and you have an opportunity to make it more impressive.

How about, "the sales veteran who's sold $xx million of goods and services in the past 40 years."

Benefit? That can guide you toward an understanding of a sensible selling process that will resonate with you. A bit clunky.

How about, "that will work with you one-on-one to customize a sales plan that works for your style and your business on your timetable."

Supporting claims? It looks as though you plan to rely exclusively on past students' testimonials. Your background is too colorful and your experience too vast to leave your credentials in the hands of "past students."

Let's give this another try.

Thanks for the love, guys. I gotta go to work. Will look later.

Lynn, I had another thought.

Since your ointments go for, like, $8 a piece or so, is your best target individuals?

I mean, if I order one tube from you, that's not exactly a business model. It would take a lot of "Joes" to make this a worthwhile proposition.

Maybe your target is a retailer of some sort? You can, of course, have two positioning statements. (See Dawn's.) She has one for people with embarrassing flakes and another for hair care specialists.

Joe

Lynn, another.

How about partnerships with Bizniks in related fields? Would chiropractors, Bowen, Raiki, and naturopathic physicians be good partners to distribute your products?

They could probably mark it up a bit and make a profit along with you.

Rachel, I had a hard time getting through this one. Maybe you're using terms that your target understands. They didn't come easily to me.

To whom? To counselors and massage therapists. So I can follow: What kind of counselors? And "counselors and massage therapists" is an uncommon match. How did you arrive at your target?

Who? Rachel Whalley. Yup.

Frame of reference? The unique healer. I like the concept, but I think it's too vague. The test is, If I said I'm "a unique healer" and left it at that, would the listener know what I'm talking about?

Benefit? That can get you to the next level of personal growth. Got it.

Supporting claims?

Because she combines energy work (just be sure your audience knows what that means; ~ is it "I'll have more energy?") ...

... to access your mind and body at a deeper consciousness (something's not right about this, but I can't put my finger on it) ...

... with transformative tools (like what?) ...

... that create healing resolution in minutes (hard to believe) ...

... Just ask these Biznik members. Yes. Make testimonials work for you. If you keep "Biznik" in your support, perhaps your target would include "other Bizniks"?

Let's discuss.

Kathryn, what fun it was for me to wake up to your article about my blog.

As a fellow blogger, it was easy to follow your concept. I embellished. See what you think of it.

To whom? To less-than-tech-savvy indie professionals

Who, what, benefit? Kathryn holds the key to the single most powerful (and surprisingly inexpensive!) marketing tool available today: a blog.

Then I would spend most of your supporting claims around why blogs are so powerful (which I believe they are). Wash it down with a metric or two about clients you've helped.

Here's one supporting claim that may intrigue the Biznik audience: I have a six-figure print budget and I would sooner do no print at all than not have a blog.

In terms of "potential backlash," I wouldn't be overly concerned. It's part of the growing pains of building a new category, I think.

Howard, you're there. Thanks.

Rachel, I see that you responded, but I glanced over it so I wouldn't lose this thought.

I'd be willing to bet that you meditate. (Anyone reading along, this is where I learned how ~ and I'm from Brooklyn! I fought going to the class but a revered friend insisted and it's one of the best things I've ever done for my mental health.

Anyhow, I meditated this morning and this idea for you popped into my head. See if it works for you.

To already fabulous people who want to be even more fabulous, Rachel Whalley is the energy worker who will give you more energy and zest for life because she ... and then you give the supporting statements.

Would that get us closer?

Ok, Rachel, now I'm reading what you wrote.

If you want to focus on people who heal other people, you can say that. As you can see, I broadened your target to people who are self-aware enough to recognize that they could use a boost.

For frame of reference, I think we can use "energy worker" when the benefit quickly follows, as in, "who will give you more energy...."

If you accept what's above, the supporting claims will be the most challenging and it will depend on your target. - If you go with counselors, and they know what EFT, etc. are, you can go with that. You might expound and tell them how long you've been at it. - If you go broader, as I have, you'll need to dumb it down. - The claim becomes credible because you give us a specific example of a real person. In conversation when you get to your copy, you might have to qualify "results not typical" or something like that.

Val, I want to give yours some thought. Will advise later.