Positioning with April Dunford cover image

Positioning with April Dunford

The Art of Discerning Sound Marketing and Sales Advice

Aug 17, 2023

Learn how to discern good marketing and sales advice by not blindly following popular trends, but instead carving your own path. Discover the limitations of traditional marketing education and the importance of figuring out what works for you. Hear the entertaining story of a fax machine campaign that became a top-performing initiative. Gain insights on deciphering good vs bad marketing advice and why it's crucial to be careful in the advice you give.

36:45

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Quick takeaways

Evaluate marketing advice based on its relevance to your specific business.

Traditional marketing education may not be applicable or relevant outside of the consumer goods industry.

Deep dives

The importance of tailoring marketing and sales advice to your specific business

In this podcast episode, the speaker discusses the importance of evaluating marketing and sales advice based on its relevance to your specific business. They emphasize that while certain marketing strategies may work for some companies, they may not be applicable to others. The speaker shares personal experiences of receiving advice that didn't align with their company's circumstances and highlights the need for entrepreneurs to carefully consider the context in which advice is given. Additionally, they provide key factors to consider when assessing the suitability of marketing advice, such as the industry (B2B or B2C), the stage of the business (established or startup), the price point, the target audience, and whether the company operates within the technology sector. The episode underscores the importance of critically analyzing advice and not blindly following generalized suggestions.

The Importance of Understanding Different Markets in Marketing

Continuous Learning and Strategic Analysis Differentiate Experience

Persistence in Overcoming Bureaucracy

1.

Introduction

5min

2.

Re-thinking Marketing Wisdom for Tech Startups

6min

3.

The challenges of getting approval for a project

1min

4.

The Significance of Product Differentiation and Technological Innovation in Marketing

3min

5.

Navigating the Pitfalls of Business Advice and the Role of Email Marketing

2min

6.

Selling to Unresponsive Customers in the Auto Parts Industry

19min

Today I cover how to know if you're getting good marketing and sales advice, and why it’s so important to carve your own path. I discuss:

• What I learned from traditional marketing advice

• Why traditional marketing advice falls short

• The story of how a fax machine campaign became my best-performing initiative

• Why you should not blindly follow popular marketing trends

• The importance of figuring out what works for YOU

—

If you want to skip ahead:

(00:00) Today’s topic: how to know if you’re getting good marketing and sales advice

(02:42) What I learned from traditional marketing education

(06:46) Specific examples of how traditional marketing education falls short

(13:52) Why you should be wary of blanket statements

(15:47) The story of how a fax machine campaign became our best-performing initiative

(26:14) How to decipher good vs bad marketing advice

(32:34) Why I’m always careful in the advice I give

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

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Referenced:

• Chrysler: https://www.chrysler.com/

• Volvo: https://www.volvocars.com/us

• Pepsi: https://www.pepsi.com/

• Liquid Death: https://liquiddeath.com/

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Production and marketing by https://penname.co/

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