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[Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome

Actionable Marketing Podcast

Release Date: 04/12/2022

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The success of your company depends on the marketing you do, how you choose to present the benefits of a product or service, and which audience to target. How you position a product or service can make or break your company. Stop right there. Forget everything you thought you knew about product positioning. Connecting your product or service with buyers is not a matter of following trends, selling harder, or trying to attract the widest customer base.

Today, my guest is April Dunford, who has launched more than a dozen products and shares some of the biggest mistakes that startups, marketers, and entrepreneurs make with product positioning. Also, she’s the author of Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It. April’s book describes her point of view on positioning and offers a step-by-step process to perfectly position your product or service.

 

Some of the highlights of the show include:

  • Career Change: Fake it til you figure it out. How hard can it be?
  • Do it right, and the company grows quickly, gets acquired; you get bored and do another startup
  • Definition of Positioning: How to win at doing something that a well-defined market cares about
  • Perfect marketing execution won’t save you from weak positioning; marketing execution and results are only as good as positioning that feeds into them
  • Who should decide the positioning for your product? Everybody
  • Siebel Story: Too small to buy out beyond a billion dollars
  • Positioning Pitfalls: People don’t do positioning deliberately; and when they try to fix it, they don’t follow a process but wing it or write a “Positioning Statement”
  • Positioning Statement Components:
    • Who’s your competitive alternatives?
    • What are the unique capabilities or features that your product has?
    • What’s the value that those features can enable for customers?
    • Who’s my target customer?
    • Is this a market that I’m going to win?
  • Signs of weak positioning include:
    • How a customer reacts to your product/service
    • They compare you to a non-competitor; not in the right market
    • Customer knows what you do, but not the value or why they should care

 

Links:

 

Quotes by April Dunford:

  • “Not only is positioning a thing I should figure out, it's potentially a super powerful thing.”
  • “Two years after graduating from engineering, I'm running this great big marketing team. It's global. I’ve got this giant budget...even though I was completely unqualified for it.”
  • “I focus on positioning, mainly because I think people do a really terrible job at positioning. There's not many people that know how to do it right.”
  • “A shift in positioning can totally result in a shift in the product roadmap, a shift in your pricing, a shift in a way you sell, a shift in your channels.”
  • "You see signs of weak positioning across your entire sales marketing funnel, but often the place where it’s most obvious is looking at how a customer reacts when they first encounter your product or your offering."