Today, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you:
- Why it’s almost always a bad idea to name the competition when you’re the market leader
- Real-life examples of companies naming their competitors
- The benefit you gain from naming and positioning your competitors when you’re small
- How to combat lies and negativity from your competitors
Thanks for listening!
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If You Want To Skip Ahead:
(00:21) How my book launch went
(01:47) Addressing competition by putting them into buckets
(03:43) Why market leaders should never mention the competition
(05:03) Slack’s letter to Microsoft that named them as a competitor
(09:16) DocuSign's ad mentioning Dropbox
(10:36) Why you might build a custom landing page based on a search query
(11:24) The benefit of naming the competition if you’re small
(13:08) Positioning your competitors
(16:57) Combating negative positioning from competitors
(21:41) Closing thoughts
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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:
Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021
Slack’s “Dear, Microsoft” letter: https://slack.com/blog/news/dear-microsoft
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Production and marketing by https://penname.co/
Positioning with April Dunford