by April Dunford
Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.
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🇺🇲
Publishing Since
5/30/2023
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February 27, 2025
April Dunford discusses the importance of distinguishing between positioning a product's value and handling objections, and how understanding buyer personas can tailor messaging for different stakeholders in a B2B deal.
February 13, 2025
<p>In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” </p><p>You will learn: </p><p>* How competitor strengths can double as weaknesses in different markets.</p><p>* Opportunities for challenger brands to carve out niche markets.</p><p>* The differences between platform and tool positioning and their respective advantages.</p><p>* Competing with legacy brands.</p><p>* Competing against free or low-cost products.</p><p>* Appealing to end users versus decision-makers.</p><p>* Using manager-level value propositions to win deals against free tools.</p><p>* Focusing on high-value market segments to avoid a race to the bottom.</p><p>* Examples of successful positioning from companies like Salesforce, IBM, and Snowflake.</p><p>—</p><p><br></p><p>If you want to skip ahead: </p><p>(00:37) Marketing Jiu-Jitsu</p><p>(01:51) Empowering End Users vs. IT</p><p>(05:01) Market Leadership vs. Challenger Strategies</p><p>(09:54) Niche Market Strategies and CRM Examples</p><p>(13:26) Platform vs. Tool</p><p>(21:05) Competing Against Free and Low-Cost Products</p><p>(26:43) Focusing on High-Value Segments</p><p><br></p><p>—</p><p><br></p><p>Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: </p><p>Work with April: <a href="https://www.aprildunford.com/contact" rel="noopener noreferrer" target="_blank">https://www.aprildunford.com/contact</a> </p><p>April’s newsletter: <a href="https://aprildunford.substack.com/" rel="noopener noreferrer" target="_blank">https://aprildunford.substack.com/</a> </p><p>April’s LinkedIn: <a href="https://www.linkedin.com/in/aprildunford/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/aprildunford/</a> </p><p>April’s Twitter/X: <a href="https://twitter.com/aprildunford" rel="noopener noreferrer" target="_blank">https://twitter.com/aprildunford</a> </p><p><br></p><p>—</p><p><br></p><p>Get April Dunford’s books and audiobooks: </p><p>“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”</p><p>“Sales Pitch: How to Craft a Story to Stand Out and Win.”</p><p>Amazon US: <a href="https://amzn.to/49l0ZRY" rel="noopener noreferrer" target="_blank">https://amzn.to/49l0ZRY</a> </p><p>Amazon Canada: <a href="https://amzn.to/4ac9hgt" rel="noopener noreferrer" target="_blank">https://amzn.to/4ac9hgt</a> </p><p>Amazon UK: <a href="https://amzn.to/3vosDzQ" rel="noopener noreferrer" target="_blank">https://amzn.to/3vosDzQ</a></p><p><br></p><p>—</p><p><br></p><p>The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.</p><p>Podcast website: <a href="https://www.positioning.show/" rel="noopener noreferrer" target="_blank">https://www.positioning.show/</a> </p><p>Subscribe on Apple Podcasts: <a href="https://apple.co/3PFHcWx" rel="noopener noreferrer" target="_blank">https://apple.co/3PFHcWx</a> </p><p>Subscribe on Spotify: <a href="https://spoti.fi/4aqyDqI" rel="noopener noreferrer" target="_blank">https://spoti.fi/4aqyDqI</a> </p><p>Subscribe on YouTube: <a href="https://www.youtube.com/@positioningshow" rel="noopener noreferrer" target="_blank">https://www.youtube.com/@positioningshow</a> </p><p><br></p><p>—</p><p><br></p><p>This episode was produced by Story On Media & Marketing: <a href="https://www.successwithstories.com" rel="noopener noreferrer" target="_blank">https://www.SuccessWithStories.com</a> </p>
January 30, 2025
<p>In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. </p><p>In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t? </p><p><br></p><p>You will learn: </p><p>* The misconception that competitors can easily replicate differentiated features.</p><p>* How architectural and resource constraints make copying features harder than it seems.</p><p>* Competitors often stretch the truth or outright lie about capabilities.</p><p>* Focusing on the value delivered by features rather than just the features themselves.</p><p>* Using proof points, data, and examples to expose dishonest competitors.</p><p>* Real-world examples of combating competitors who misrepresent themselves.</p><p>* The reputational risks for companies that stretch the truth.</p><p>* Turning dishonest competition into an opportunity to gain trust and loyalty</p><p><br></p><p>—</p><p><br></p><p>If you want to skip ahead: </p><p>(00:00) Welcome to Season Three!</p><p>(04:12) The Myth of Easy Feature Copying</p><p>(09:30) Why Competitors Appear to Copy You</p><p>(13:55) Handling Competitor Lies</p><p>(16:40) Focus on Value, Not Just Features</p><p>(19:20) Educate Buyers to Expose Competitor Lies</p><p>(22:10) Prove Your Claims with Data</p><p><br></p><p>—</p><p><br></p><p>Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: </p><p>Work with April: <a href="https://www.aprildunford.com/contact" rel="noopener noreferrer" target="_blank">https://www.aprildunford.com/contact</a> </p><p>April’s newsletter: <a href="https://aprildunford.substack.com/" rel="noopener noreferrer" target="_blank">https://aprildunford.substack.com/</a> </p><p>April’s LinkedIn: <a href="https://www.linkedin.com/in/aprildunford/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/aprildunford/</a> </p><p>April’s Twitter/X: <a href="https://twitter.com/aprildunford" rel="noopener noreferrer" target="_blank">https://twitter.com/aprildunford</a> </p><p><br></p><p>—</p><p><br></p><p>Get April Dunford’s books and audiobooks: </p><p>“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”</p><p>“Sales Pitch: How to Craft a Story to Stand Out and Win.”</p><p>Amazon US: <a href="https://amzn.to/49l0ZRY" rel="noopener noreferrer" target="_blank">https://amzn.to/49l0ZRY</a> </p><p>Amazon Canada: <a href="https://amzn.to/4ac9hgt" rel="noopener noreferrer" target="_blank">https://amzn.to/4ac9hgt</a> </p><p>Amazon UK: <a href="https://amzn.to/3vosDzQ" rel="noopener noreferrer" target="_blank">https://amzn.to/3vosDzQ</a></p><p><br></p><p>—</p><p><br></p><p>The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.</p><p>Podcast website: <a href="https://www.positioning.show/" rel="noopener noreferrer" target="_blank">https://www.positioning.show/</a> </p><p>Subscribe on Apple Podcasts: <a href="https://apple.co/3PFHcWx" rel="noopener noreferrer" target="_blank">https://apple.co/3PFHcWx</a> </p><p>Subscribe on Spotify: <a href="https://spoti.fi/4aqyDqI" rel="noopener noreferrer" target="_blank">https://spoti.fi/4aqyDqI</a> </p><p>Subscribe on YouTube: <a href="https://www.youtube.com/@positioningshow" rel="noopener noreferrer" target="_blank">https://www.youtube.com/@positioningshow</a> </p><p><br></p><p>—</p><p><br></p><p>This episode was produced by Story On Media & Marketing: <a href="https://www.successwithstories.com"...
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