My book will attract small market advertising professionals, by teaching them five traits their brands can embody if they want to compete with (and beat) category giants, which will lead to my ultimate goal of gaining new clients for my advertising firm. I will use my book to target mature startup founders, by shifting their mindset from chasing VCs to building a revenue-focused business, which will lead to my ultimate goal of expanding my entrepreneur coaching programs across Canada and the US. If this sentence describes the book you want to write, then your positioning is good. Move to the next section. If this sentence does not, then go back and work on your positioning until you get it right. 92 · ThE SCriBE METhOD