In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products.
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?
You will learn:
* The misconception that competitors can easily replicate differentiated features.
* How architectural and resource constraints make copying features harder than it seems.
* Competitors often stretch the truth or outright lie about capabilities.
* Focusing on the value delivered by features rather than just the features themselves.
* Using proof points, data, and examples to expose dishonest competitors.
* Real-world examples of combating competitors who misrepresent themselves.
* The reputational risks for companies that stretch the truth.
* Turning dishonest competition into an opportunity to gain trust and loyalty
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If you want to skip ahead:
(00:00) Welcome to Season Three!
(04:12) The Myth of Easy Feature Copying
(09:30) Why Competitors Appear to Copy You
(13:55) Handling Competitor Lies
(16:40) Focus on Value, Not Just Features
(19:20) Educate Buyers to Expose Competitor Lies
(22:10) Prove Your Claims with Data
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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
Amazon US: https://amzn.to/49l0ZRY
Amazon Canada: https://amzn.to/4ac9hgt
Amazon UK: https://amzn.to/3vosDzQ
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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.
Podcast website: https://www.positioning.show/
Subscribe on Apple Podcasts: https://apple.co/3PFHcWx
Subscribe on Spotify: https://spoti.fi/4aqyDqI
Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
