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  1. Peter Gustafsson
    2023-01-23 @ 08:03

    How to nail your product positioning | April Dunford (Obviously Awesome)

    April Dunford is the author of the must-read best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games. In this episode, April delves into the intricacies of positioning, including its distinction from messaging and branding, and shares real-world examples of products with strong and weak positioning. Additionally, April shares her insights on when to bring in a professional and the key differences between segmentation and personas. Don’t miss this opportunity to gain valuable knowledge from a true industry leader.


  2. Peter Gustafsson
    2023-03-19 @ 20:41

    Do any of these issues sound familiar?
    – Customers complain that you’re too expensive
    – Struggling to turn visitors into customers
    – Confusion about what you do

    You may have a messaging problem.

    Don’t sell the benefits first.

    Here’s what to do instead:

    It can be tempting to immediately sell the benefits of your product.

    But without the proper context, your messaging will fall flat.

    You must connect what the customer cares about → to what you care about.

    Give context first.

    Save this brilliant example from Anthony Pierri:


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