Positioning with April Dunford Mapping Positioning to a Story Using Insight
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Sep 21, 2023 Learn how to effectively position your sales pitch by starting with a unique insight about the market. Understand why it's crucial to emphasize the differentiated value of your product or service. Discover the significance of starting with insight in marketing campaigns and how it leads to natural discovery conversations. Explore how the storytelling arc can be used in various marketing activities to effectively communicate a message.
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Avoid Starting with Features
- Avoid starting a sales pitch with a feature walkthrough or generic introduction.
- Instead, frame the conversation by highlighting what makes your product uniquely valuable from the start.
Avoid Asking Customers for Problems
- Don't start a sales pitch by just asking customers to list their problems.
- Use discovery to understand customer's context, but avoid generic problem recitation.
Don't Start with Generic Problems
- Avoid starting sales pitches with a generic problem statement.
- Generic problems don't differentiate you; customers and competitors already recognize them.