The Marketing Expert: How to Get More Sales, Loyal Customers, and Bigger Promotions

What if people aren’t buying your product or service because their idea of what it does is wrong?

In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning.

If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization.

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00:00 - Intro
00:56 - Positioning, explained
14:56 - Why is positioning important?
18:49 - B2B vs. B2C positioning
27:12 - When re-positioning a product failed
30:40 - How to identify customer's pain points
32:44 - How to position a product on a sales page
36:15 - How technology has changed positioning
39:49 - How to evaluate product positioning
43:52 - Who's in charge of positioning at a company?
48:36 - On storytelling
54:44 - Should a company have a point of view on the market?
58:30 - Dealing with gatekeepers in B2B marketing
01:01:11 - Mistakes people make with positioning
01:03:30 - What schools get wrong about marketing
01:07:08 - Secrets of B2B decision-making
01:09:27 - On success

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ABOUT THE KNOWLEDGE PROJECT
Like the mentor you’ve always dreamed of having, The Knowledge Project shares timely yet timeless lessons for work and life. Past guests include Naval Ravikant, Daniel Kahneman, Jim Collins, Angela Duckworth, Seth Godin, Melanie Mitchell, & Esther Perel.

[diogenentirandekura]

Real value from beginning to the end. No fluffy talk, no "manifestation", no "you can be a millionaire in 48 hours" clickbait BS. Just pure value from someone who worked in the IT services industry.

[abnerb]

Books she mentioned: 1. “The lean startup” by Eric Ries 2.“Positioning the battle for your mind” by Jack Trout and Al Ries 3. Jolt Effect by Matt Dixon

[virtualcreationcorp.]

This woman is a prize. Best video on YouTube i have seen in years 🎉

[tammiesspark]

It's always refreshing to listen to a true expert speak and drop heavy jewels from start to finish. I learned a lot.

[rogeriomoreira]

An MBA class in a podcast! Congratulations on the show!

[knowtheebetter]

This is a true gem. April is really insightful and she's very clear when she's going from high-level POV to detailed examples. It's a very good interview.

[leahleeds]

I’m going to listen to this every day for the rest of my life.

[juliarays]

Fabulous. High calorie infirmation. Helpful. Nice to see an intelligent interviewer who actually listens and supports the conversation without interruption to show themselves off like too many other podcasters who make it impossible to listen. Love how they take notes with a pen and a blocknote.

[JohnMiller]

This woman is fire! She's a wonderful communicator, delivering tons of value! Thank you!

[JV-gfee]

This woman is a genius. This woman is a true leader in the tech game.

[Iftiify]

This is the most genius interview I have seen in ages on YT.

[patricknyiti]

This Mom deserves a Nobel Prize ..Kudos to this channel for acquiring such knowledge from someone who knows what she's talking about..

[ElitePeeM]

That was a brilliant interview. The questions were excellent, the guest was articulate, obviously an expert and offered tons of useful insights with real examples. 💯

[johndavenport]

As someone who has been involved in business development for over 20 years, and built 4 industry leaders, I can tell you the information in this video is excellent. It is a must see for entrepreneuers and business owners. April was fantastic!

[pjmac]

Don't think I've ever been more disappointed to get to the end of a youtube vid. I could have listened to another hour .. or more. Excellent everything. Thank you, have subscribed and look forward to viewing more past and future interviews.

[paragadlakha]

One of the most valuable 1 hr 12 min of my life

[zbftffj]

This is a long interview but really a good real value I see there especially when I needed to confirm some on point answers to specifics-- I just refer to how you categorize it here. 00:00 - Intro
00:56 - Positioning, explained
14:56 - Why is positioning important?
18:49 - B2B vs. B2C positioning
27:12 - When re-positioning a product failed
30:40 - How to identify customer's pain points
32:44 - How to position a product on a sales page
36:15 - How technology has changed positioning
39:49 - How to evaluate product positioning
43:52 - Who's in charge of positioning at a company?
48:36 - On storytelling
54:44 - Should a company have a point of view on the market?
58:30 - Dealing with gatekeepers in B2B marketing
01:01:11 - Mistakes people make with positioning
01:03:30 - What schools get wrong about marketing
01:07:08 - Secrets of B2B decision-making
01:09:27 - On success

So, thank you!!!

[shantaletechwi]

This is the best so far I have come across. This lady is a genius. My God! I can go the whole day watching this video on and off. Thanks for giving us this priceless value.

you are amazing, dude. this is my first time here and you let the guest take the spotlight, you were almost invisible (compliment) but asked insightful questions and kept the conversation going SMOOTHLY. some big questions I have been struggling with regarding my project were answered thanks to this video so I'm grateful.

[charleneostbloom]

This is the best interview I’ve seen in forever! Now a big fan of this podcast and April Dunford. We finally have concrete lessons!