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The Marketing Expert: Sell Anything with this Trick | April Dunford

The Knowledge Project Podcast
316K subscribers
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809K views 1 year ago The Knowledge Project | Full Episodes
What if people aren’t buying your product or service because their idea of what it does is wrong? In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning. If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization. 00:00 - Intro 00:56 - Positioning, explained 14:56 - Why is positioning important? 18:49 - B2B vs. B2C positioning 27:12 - When re-positioning a product failed 30:40 - How to identify customer's pain points 32:44 - How to position a product on a sales page 36:15 - How technology has changed positioning 39:49 - How to evaluate product positioning 43:52 - Who's in charge of positioning at a c …...more
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Intro

0:00

Positioning, explained

0:56

Why is positioning important?

14:56

B2B vs. B2C positioning

18:49

When re-positioning a product failed

27:12

How to identify customer's pain points

30:40

How to position a product on a sales page

32:44

How technology has changed positioning

36:15

How to evaluate product positioning

39:49

Who's in charge of positioning at a company?

43:52

On storytelling

48:36

Should a company have a point of view on the market?

54:44

Dealing with gatekeepers in B2B marketing

58:30

Mistakes people make with positioning

1:01:11

What schools get wrong about marketing

1:03:30

Secrets of B2B decision-making

1:07:08

On success

1:09:27
The Marketing Expert: Sell Anything with this Trick | April Dunford
18KLikes
809,268Views
2024Feb 27
What if people aren’t buying your product or service because their idea of what it does is wrong? In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning. If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization. 00:00 - Intro 00:56 - Positioning, explained 14:56 - Why is positioning important? 18:49 - B2B vs. B2C positioning 27:12 - When re-positioning a product failed 30:40 - How to identify customer's pain points 32:44 - How to position a product on a sales page 36:15 - How technology has changed positioning 39:49 - How to evaluate product positioning 43:52 - Who's in charge of positioning at a company? 48:36 - On storytelling 54:44 - Should a company have a point of view on the market? 58:30 - Dealing with gatekeepers in B2B marketing 01:01:11 - Mistakes people make with positioning 01:03:30 - What schools get wrong about marketing 01:07:08 - Secrets of B2B decision-making 01:09:27 - On success The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday you can immediately apply to business and life. https://fs.blog/newsletter/ My New York Times Bestselling book: Clear Thinking (https://geni.us/FG4odAE) The encyclopedia of big ideas from the big disciplines https://fs.blog/tgmm/ Follow me: Twitter: https://x.com/ShaneAParrish Instagram:   / farnamstreet   Linkedin:   / shane-parrish-050a2183   ABOUT THE KNOWLEDGE PROJECT Like the mentor you’ve always dreamed of having, The Knowledge Project shares timely yet timeless lessons for work and life. Past guests include Naval Ravikant, Andrew Huberman, Daniel Kahneman, Jim Collins, Esther Perel, Patrick Collison, and more.
The Knowledge Project | Full Episodes
The Knowledge Project Podcast

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The Knowledge Project Podcast

316K subscribers