WEBVTT 00:00.610 --> 00:06.940 Now you know what problem you're trying to solve next is positioning your brand and really this is starting 00:06.940 --> 00:11.610 to understand what makes you different than the competition. 00:11.740 --> 00:14.440 And that position will help you sell your products better. 00:14.620 --> 00:18.910 So there's a few questions that we're going to run through and we'll do that again with video school 00:18.910 --> 00:20.410 online as an example. 00:20.410 --> 00:25.900 Question number one is what makes you different and please follow along with this as we're doing them 00:25.930 --> 00:29.380 or pause the video or after this video plays. 00:29.500 --> 00:31.600 Do it for your own business. 00:31.630 --> 00:35.600 The answer that we have is that our courses are available to the world. 00:35.650 --> 00:37.830 So it's not just localized. 00:38.140 --> 00:42.280 Our courses are available for a low cost. 00:42.280 --> 00:48.460 Our courses are higher quality than the competition and you'll learn as if you were being taught by 00:48.460 --> 00:49.220 a friend. 00:49.420 --> 00:55.630 So this differentiates us from different types of schools so in traditional college you know we're not 00:56.080 --> 01:03.850 being taught by the old professor who has been in the film industry for 50 years and maybe me actually 01:03.850 --> 01:10.570 be a little outdated or maybe isn't just as friendly or approach as approachable as someone like how 01:10.570 --> 01:12.000 we teach our courses. 01:12.190 --> 01:15.490 They're definitely available to the world wide audience. 01:15.490 --> 01:17.430 Anyone who has access to the Internet. 01:17.560 --> 01:23.620 We try to make them higher quality than other online courses but also just online tutorials like YouTube 01:23.620 --> 01:26.650 videos and so those are some things that set us apart. 01:26.740 --> 01:30.700 The next question is Why do you do what you do. 01:30.790 --> 01:33.200 Why are you even doing this business. 01:33.250 --> 01:35.740 Maybe is just to pass the time. 01:35.890 --> 01:39.790 Maybe it's just to make some money but those aren't really good reasons. 01:39.790 --> 01:46.450 You should have a better core reason why you are running your business and this can maybe tie into what 01:46.450 --> 01:51.290 we learned in the last lesson about why we're making the world a better place for video squall line 01:51.310 --> 02:00.250 we teach so that others can enjoy a new hobby and also so that others can pursue a new career or advance 02:00.400 --> 02:03.040 in their own career that they already have. 02:03.040 --> 02:08.090 Once you've answered those two questions they will help you with your actual positioning statement. 02:08.200 --> 02:09.900 And that goes as follows. 02:09.940 --> 02:17.400 For the target customer who needs what your product is a blank. 02:17.410 --> 02:21.400 It's a type of thing that does something the statement of benefit. 02:21.430 --> 02:28.450 Unlike another company or another type of business and then you sort of wrap it up with your product 02:28.810 --> 02:31.470 is different because what. 02:31.480 --> 02:34.720 Now that's really confusing so let's just go through an example. 02:34.720 --> 02:38.010 So for a video school online it's for businesses and entrepreneurs. 02:38.020 --> 02:42.290 That's the target audience who use visuals to sell their products. 02:42.310 --> 02:44.280 So that's a very specific audience right there. 02:44.280 --> 02:51.010 It's not just people who like creating visuals not necessarily even though we do accept those types 02:51.010 --> 02:53.440 of people in our courses. 02:53.740 --> 02:57.800 We do school online is an online school so that's the product type. 02:57.850 --> 03:02.070 You can be a landscape business you can be a window cleaning business. 03:02.080 --> 03:09.010 You could be social media marketing company you can be a podcast host you could be any type of business. 03:09.040 --> 03:10.460 That's what this is about. 03:10.540 --> 03:16.260 So video school online is an online school that helps people learn and improve visual skills. 03:16.300 --> 03:18.670 That's coming from the questions we answered. 03:19.350 --> 03:23.190 Unlike traditional schools blogs or YouTube tutorials. 03:23.190 --> 03:28.740 So that's our main competition in the big scheme of learning. 03:28.740 --> 03:32.060 Now of course we compete with other people who teach online courses. 03:32.070 --> 03:39.000 But really what we're trying to do is compete with the traditional the blog articles and people who 03:39.000 --> 03:41.420 just read blogs and watch YouTube videos. 03:41.550 --> 03:47.820 So our differentiation statement goes Phidias one line teaches hundreds of online courses to take you 03:47.820 --> 03:51.910 from absolute beginner to advanced mastery. 03:51.960 --> 03:56.350 So let's look at a few case studies and then you do this yourself. 03:56.460 --> 04:02.760 Take that structure for the positioning statement answer the two questions before and come up with that 04:02.760 --> 04:05.160 target audience and your differentiation. 04:05.160 --> 04:06.140 Put it all together.