1. CPoP is the specific problem, issue, or aspiration point that you address for your clients. CPoP is short for: “Customer Point of Pain,” “Customer Point of Pleasure,” “Credibility Proposition,” or “Customer Purpose.”

2. CPoP Structure: 1) CPoP can, but doesn’t need, to include the class of clients served. 2) In 1-10 words (1-3 seconds), this represents the specific problem, issue, or aspiration point that you address for your clients. 3) It should be short, memorable, shareable, and begs the statement “tell me more.”

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