A positioning statement is a quick 90 second explanation of what type of clients you work with, what challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?
When the client has a very large budget and needs especially good treatment to ensure he buys Google AdWords
When you want the client to see you as a credible resource with solutions that can help him reach his business objectives
When the client is not very clear in his responses to your questions and needs more help understanding your role
When the client does not seem interested in Google AdWords