Positioning & your primary goal.
Who buys from you, where you sit on price, and what you're optimising for. Three fields that decide the angle of every post, verdict and recommendation you get.
Three small controls on the Profile tab, sitting under the services list: who your customer is, where you sit on price, and what you're optimising for. They cost a minute to fill in and they change the angle of everything ScoutRival writes for you.
Who buys it
A free-text box, up to 2,000 characters. One or two sentences is enough — but they have to be specific ones.
// a person you could picture, with a budget Homeowners in North London, 35–60, in Victorian terraces with old boilers. Value a fast, tidy job over the lowest quote. Typical spend £2k–£4k, and they get three quotes before deciding.
// describes a market, not a buyer Businesses looking for quality solutions.
The test: could a copywriter who's never met you write to this person? If not, add a detail — where they are, what they're worried about, what they'd pay.
Pricing posture
A dropdown, five real options plus not set. It's not your price list — it's where you sit relative to the field:
| Option | What it says |
|---|---|
| Budget | Lowest price wins |
| Mid-market | Quality and a fair price |
| Premium | Above average, justified by quality |
| Luxury | Top of market, status pricing |
| Custom / contact | Quoted per project |
This matters more than it looks. A premium brand that apologises for its prices in every post is a premium brand that isn't one for long — and an AI with no posture signal will hedge by default.
The ten goal presets
Pick one. Whatever you're optimising for this quarter, not forever.
- Drive demos / leads — the default, and the right pick for most service businesses
- Brand awareness — reach over conversion
- Thought leadership — plant your flag as the category expert
- Sales conversions — closer to the money than lead-gen
- Community building
- Newsletter growth
- Customer retention — writing for the people who already pay you
- Product launches
- Hiring / recruiting
- Other — a free-text box appears; describe it in a sentence
Under the hood, the ten presets collapse into four broad families for the parts of ScoutRival that only need a coarse signal — lead-gen, awareness, authority and retention. Your literal pick (and your custom text, if you chose Other) is stored separately and read back to you exactly as you set it, so nothing is lost. It's mentioned here only so the behaviour isn't a surprise: two presets in the same family will nudge the writer the same way.
Where these actually land
All three fields are handed to the writer as context. Concretely:
- The Verdict and the Next Move on your Daily Brief are written with your goal, your audience and your pricing posture in front of them. That's why the same competitor signal produces different advice for a budget cleaner and a luxury spa.
- Your drafted social posts inherit the angle. With a retention goal, a rival's price cut becomes a reassurance post to your existing customers rather than a land-grab.
- Your content gets pitched at the buyer you described, not at "businesses".
Changing them takes effect immediately, for anything generated from that moment on. Nothing needs rebuilding.
If your brief's advice feels obvious or generic, check these three before you blame the AI. A brand with no audience, no posture and the default goal is a brand the writer knows nothing about — so it writes for everyone.