Describe a recognisable situation
An audience description is most useful when it explains a situation, rather than only a demographic. Identify the problem, the decision being considered and the information the customer needs.
Find the relevant distinction
Review how the offer sits alongside alternatives. Explain its scope, suitable business context and practical outputs. Keep the distinction specific enough to guide the message without relying on unsupported comparisons.
Turn the position into working copy
Use the agreed position to shape a short company introduction, service explanation and next step. Review whether a visitor can identify the offer and describe when it would be useful.
Useful working documents
- Customer situation brief
- Positioning statement
- Service introduction and message outline