Captain’s log, stardate 20200120

April Dunford - Obviously Awesome

Sent by Jonathan Stark on January 20th, 2020

This week on TBOA, Rochelle and I are joined by positioning expert April Dunford, author of Obviously Awesome, to answer the question:

How should I position my products and services?

Here’s the link to the the show:

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And here’s a link to an automated transcript:

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Talking Points

April’s background in tech
Why positioning is important
What positioning is
Email for lawyers?
Problems caused by weak positioning
How soloist can identify positioning problems
Choosing criteria that ensures clients will be happy in the end
Positioning the business itself versus individual offerings
How publishing a book affected April’s inbound leads
Books as part of the overall business

Quotable Quotes

“There’s branding and there’s positioning. Those two things are totally separate, and in fact, you need to have your positioning sorted out first, before you decide what your branding should be.” -AD

“Now I think there’s more of an awareness around positioning.” -AD

“Now, I’m booked up 3-4 months in advance, my rates are way higher, I work way less, and my clients are way happier, because I only promise to do this one very narrow thing, but it’s a super valuable thing, and if you’ve got this problem, who else you gonna call?” -AD

“If you’re going to make that investment in doing marketing, there should be a call to action in there.” -AD

Sharing is caring!

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Yours,

—J