In today’s episode, I explore why market category is a good starting point for developing great positioning.
You will learn:
* Viewing your market category is context-setting for your products/company.
* Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.)
* Understanding your product/company's unique value proposition before determining market category.
* Why positioning involves identifying what sets your product apart from competitors and the status quo.
* Why positioning in an underserved segment of an existing market category is easier than creating a new category.
* Communicating the differentiated value of your product or service.
* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.
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If you want to skip ahead:
(3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value.
(7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value.
(11:26) Positioning and market categories in business.
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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/consultant
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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Mentioned in this episode:
* My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market
* Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ
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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
Positioning with April Dunford