What's the Difference Between Messaging and Positioning?

3min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

It's really hard to win by just saying, werd like better. Say better than slack, or better than zoom. How? Like, you got to be able to articulate better. And in your experience, the fact that hers wyts different from maybe the incumbents or other options, is ends of being really important. A lot of people get confused between positioning and branding as well - but they're distinct.

April Dunford is the author of the 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 today’s episode, you’ll learn:

1. How does April define positioning?

2. How do you assess if your product’s positioning is weak? And strong?

3. What are some examples of great products with weak positioning?

4. What are the essential five steps to figuring out your product’s positioning?

5. What is the difference between positioning vs. messaging vs. branding?

6. What’s the difference between segmentation and persona?

7. When should you bring in a professional?

8. Is it essential for a company to always figure out a differentiator and be different?

9. How does this concept help you nail sales for enterprise software?

Where to find April:

Website: https://aprildunford.com