Positioning with April Dunford3 Elo 2023

So you’ve nailed your product positioning. Now what?

Today I dive into what to do with your positioning once you’ve nailed it. I cover:

• How to capture positioning

• How positioning makes its way into messaging

• Why you should create a messaging document and what ends up happening if you don’t

• What the market needs in order to understand our differentiated value

• How to go from positioning to branding

• How to take boilerplate messaging and apply it globally

—

If you want to skip ahead:

(00:00) How to put your new positioning to use

(01:00) A quick recap of building and testing your positioning

(02:48) The messaging document

(05:00) Messaging drift

(06:13) The contents of the messaging document

(07:24) Who should own the messaging document

(08:03) How changes should be approached

(12:38) Helping customers understand your POV

(15:08) LevelJump’s calculator example

(17:27) Postman example

(19:50) How to go from positioning to branding

(24:10) How to take boilerplate messaging and apply it globally

(27:34) Proof of value and the importance of local proof

(28:46) An example where core positioning varied regionally

(30:11) Thanks for listening

—

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

—

Referenced:

• LevelJump: https://www.crunchbase.com/organization/leveljump

• Postman: https://www.postman.com/

—

Production and marketing by https://penname.co/

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(48)

Post Positioning - Testing and Execution

In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conve...

2 Huhti 25min

New Thinking on Market Categories

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down h...

19 Maalis 24min

A New Chapter on Differentiated Value

In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use ...

5 Maalis 22min

Competition in a Positioning Exercise

In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunder...

19 Helmi 29min

Preparing for a Positioning Exercise

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positio...

5 Helmi 27min

Decisions to Make Before a Positioning Exercise

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning...

22 Tammi 27min

Positioning, Value, and Objection Handling

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tai...

27 Helmi 202525min

How to Turn a Competitor's Strength into a Weakness

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can do...

13 Helmi 202529min