Positioning

The positioning is information about your brand that will be used to:

1. Track which messaging direction performs best for your brand
2. Create targeted ads with the assistance of AI

The positioning consists of:

• Offers
• Personas
• Problems
• Trigger Events

Offers

An offer is a specific product or bundle of products at a given price point that will be used in an ad.

An offer consists of the following fields:

• Name: A descriptive name for the offer
• Description: Detailed description of what the offer includes. It should contain:
  • Product information (features and benefits)
  • Discounts and pricing details
  • Guarantees and risk reversals
  • Social proof and testimonials
• Landing Page URL: The URL where the offer is presented or can be purchased

Personas

A persona represents a target customer segment.

A persona consists of the following fields:

• Name: A descriptive name for the persona (e.g., “Budget-Conscious Millennial”)
• Age Range: The age range of the target audience (20-70 years, adjustable in 5-year increments)
• Gender: The gender of the target audience (Male, Female, or Irrelevant)
• Demographic Broadness: How broad or narrow the target demographic is:
  • High: Very broad audience (mass market)
  • Medium: Moderately targeted audience
  • Low: Highly specific niche audience
• Description: Detailed description of the persona, including characteristics, behaviors, needs, and pain points
• Core Emotions: The primary emotions that drive this persona’s decision-making

Each persona also has an optional Voice that can be used to generate voiceovers for video ads. Learn more here.

Problems

A problem is a specific symptom of a pain point or desire that a prospect experiences.

A problem consists of the following fields:

• Name: A descriptive name for the problem
• Problem Broadness: How widespread or specific the problem is:
  • High: Affects a very broad audience (common/universal problem)
  • Medium: Affects a moderately sized segment (default)
  • Low: Highly specific or niche problem
• Applies to Personas: Select which customer personas experience this problem
  • You can select multiple personas
  • Only active (non-archived) personas are available for selection

Trigger Events

A trigger event represents a moment, situation, or circumstance that prompts a prospect to become more aware of their problem and seek a solution.

Each trigger event consists of the following fields:

• Name: A descriptive name for the trigger event (e.g., “Started New Job”, “Moving to New House”, “Company Growth Phase”)
• Description: Detailed explanation of the trigger event and its context
• Event Broadness: How commonly this event occurs:
  • High: Very common event affecting a broad audience
  • Medium: Moderately common event (default)
  • Low: Rare or highly specific event
• Applies to Personas: Select which customer personas experience or respond to this trigger event
  • You can select multiple personas
  • Only active (non-archived) personas are available for selection

Managing Your Positioning

As time passes, your brand’s positioning may change. For example, you may come up with new offers or expand existing offers to new audiences. You should always try to keep your positioning up to date for best results.

All the positioning interfaces share a similar layout, so the following apply to all interfaces except if stated.

Creating New Items

Creating From Scratch

You can create new offers, personas, etc., by clicking on the “+ Add” button on the top right.

Afterward, you can fill out all the fields for the positioning item.

All matching personas and trigger events will be pre-selected by default. If unsure whether a core emotion applies to a persona or a persona applies to a problem, just leave it checked. You will decide on the exact combination to use when creating your Concept.

When you have filled out all the fields just click on the “Save” button to create your positioning item.

Duplicating Existing Items

Sometimes you want to create a new item based on a previous one. In that case you can click on the duplicate button that becomes visible when you hover over a positioning item.

Creating Offer From Landing Page

You can create a new offer just by providing a landing page URL and letting the AI generate it. Make sure to double check the generated offer because it might include information you don’t want to be included in your ads.

Creating From Imported Batches

Positioning items can also be created when importing Batches from Meta. Learn more here.

Updating Items

You can update your existing offers, personas, etc., by clicking on the edit button that becomes visible when you hover over a positioning item.

We strongly recommend not performing major changes to a positioning item that has been used in concepts because this might lead to inaccurate findings in Analytics. We recommend duplicating the item and performing the changes to the duplicate.

Deleting Items

The deletion behavior depends on whether the item has been used in any concepts:

Deleting Unused Items

If an item has not been used in any positioning concepts:

1. Click the Delete button on the item card
2. Confirm the deletion in the dialog
3. The item will be permanently removed from the system

Archiving Used Items

If an item has been used in one or more concepts, it cannot be deleted. Instead:

1. Click the Delete button on the trigger event card
2. The system will prompt you to Archive instead
3. Confirm the archiving action
4. The item will be archived and hidden from the main list

Archived items can be restored later if needed. To view archived items, use the “Archived” toggle filter.

Viewing Items

Sorting

The available sortings of positioning items are

• Broadest First (default)
• Narrowest First
• Newest First
• Oldest First

You can change your sorting using the selector on the top right.

Searching

You can search for a positioning item by name using the search bar.