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Product Positioning You Cant Sell WIthout a Story

2/27/2013 8:45 AM - 11:30 AM


Product Positioning - You Can’t Sell Without a Story

Sponsored by Drexel University Center for Graduate Studies

Course Description:

Selling any product, service, or solution requires telling prospective customers not only what it is, but why they should care. That kind of story starts in your customer’s head and getting that story right is especially critical in the start-up phase of a business’s life. This session will teach you how to position your product well in the minds of your target customers and demonstrate evidence of demand for your company and product to investors.

Attendees will walk away with a straightforward method to develop an effective story about their Product, Service or Solution that:

is aimed at a carefully defined audience (i.e., matters to the customer)

is complete (i.e., captures all key values)

is consistently used (i.e., everyone sings the same song)

Seminar Outline

1. Your story

Good stories sell and poor stories don’t

What’s a good story?

Getting storytellers to tell the right story

2. Interactive session: a tool for crafting stories that sell effectively

3. Feedback session: applying the tool to your business



Scott Schafer, Principal,


Eventbrite - Leading A Successful Company


Wednesday, February 27, 2013


8:45 a.m.- 11:30 a.m.

Registration, breakfast and networking from 8:45-9:00 a.m.


Drexel University, One Capitol Mall, Suite 260, Sacramento, CA 95814


General Admission: $40; SARTA Members: $25

Price includes free parking for 4 hours at the One Capitol Mall Valet Garage on 2nd Street (valued at $8) and a continental breakfast.

If you are a SARTA member, please email for member discount code.

For more information visit


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Presenter Bio:

Scott Schafer, Principal, Schafer/Storey

Scott Schafer is a marketing consultant with 22 years experience in the technology sector, focused on strategic story creation, content development and the construction of effective marketing tools. Prior to becoming the principal of Schafer/Storey, Scott spent 14 years in marketing management at Intel Corporation in both North America and Europe. His responsibilities there included product line management, channel and distribution marketing programs, strategic marketing, and the development of partner marketing initiatives. Scott holds a BS in Engineering and an MBA from the University of California at Davis.

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