The Marketing Expert: How to Get More Sales, Loyal Customers, and Bigger Promotions

The Knowledge Project with Shane Parrish

Unlock the secrets of product positioning with April Dunford.

Learn how to:

• Identify customer pain points
• Craft compelling sales copy
• Stand out from big competitors

Whether you're a startup founder or corporate executive, this episode will revolutionize your marketing strategy. Designers, engineers, and marketers: discover insider tips to boost your career and drive results.

Don't miss this deep and practical conversation on positioning your product for success.

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Timestamps:

(00:00) Intro

(02:07) Positioning, explained

(16:47) Why is positioning important?

(20:40) B2B vs. B2C positioning

(29:03) When re-positioning a product failed

(32:31) How to identify customer's pain points

(34:35) How to position a product on a sales page

(38:06) How technology has changed positioning

(41:40) How to evaluate product positioning

(45:43) Who's in charge of positioning at a company?

(50:27) On storytelling

(56:35) Should a company have a point of view on the market?

(1:00:21) Dealing with gatekeepers in B2B marketing

(1:03:02) Mistakes people make with positioning

(1:05:21) What schools get wrong about marketing

(1:08:59) Secrets of B2B decision-making

(1:11:18) On success