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

День тому

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.
--
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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КОМЕНТАРІ: 198

@diogenentirandekura 2 місяці тому

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.

@aeksinsang932 2 місяці тому

Right on! Gotta bypass fake gurus

@pounamr5711 2 місяці тому

😊😊

@filmawayvlad Місяць тому

Indeed!

@luboss0008 Місяць тому

You can be millionare all yo need is my course

@harmony0322 27 днів тому

Mom I 😮want mk😮 ma 😮ma 😮😮@@filmawayvlad

@abnerb88 Місяць тому

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

@StephaniRoberts 28 днів тому

Thank you!

@ancestream313 28 днів тому

You read my mind! was just preparing to skim through again and find the names! Thanks Abner!

@virtualcreationcorp.6179 Місяць тому

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

@Iftiify 11 днів тому

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

@tammiesspark 2 місяці тому

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

@leahleeds4289 2 місяці тому

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

@wholeness 2 місяці тому

Why?

@lele_home Місяць тому

😮🤣

@fendforguru Місяць тому

🤷‍♂️

@kcartesj Місяць тому

Can you summary in 3 part?

@Mantraflip Місяць тому

I love this attitude! You get it. Any time I find something that resonates, I want to listen over and over until it becomes part of my philosophy. It becomes part of me. I’ve found you attract success by becoming more attractive. Success is looking for a good place to stay.

@rogeriomoreira2323 Місяць тому

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

@juliarays1271 Місяць тому

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.

@gregcastagneri25 Місяць тому

Great book called "Positioning," written by AL Ries and Jack Trout. A must-read for all marketers.

@knowtheebetter Місяць тому

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.

@JohnMiller123 2 місяці тому

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

@paragadlakha Місяць тому

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

@charleneostbloom4443 29 днів тому

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!

@JV-gf3ee Місяць тому

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

@user-zb1ft6ff9j Місяць тому

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!!!

@patricknyiti5303 Місяць тому

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

@pjmac5593 Місяць тому

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.

@paulbrereton5149 2 місяці тому

More value packed into an hour than anything I've seen in a long, long time.

@sheristmarie-brokeredbyexp3751 Місяць тому

Business to Business is so different. “If people understood how difficult it is to buy something, and indecision being a large reason are good insights. Thank you

@827023685 Місяць тому

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.

@peterputzer212 Місяць тому

Wow, the best 1 hour I have invested on UKposts for a long time. April Dunford, you rock!

@ElitePeeM 2 місяці тому

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. 💯

@ThisDesignLife Місяць тому

April is such a breath of fresh air with great usable example, no hype and all quality.

@davideyler3181 Місяць тому

This is seriously a master class on decision fear and B2B marketing - Spectacular information!

@GetAConnectGlobal 2 місяці тому

Each and every word from this is a masterclass. Not only answers but questions as well are well thought out. Excellent insights on B2B Positioning. Thanks for this class act!

@johndavenport8843 Місяць тому

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!

@Deanforbes Місяць тому

Love how she speaks with such clarity and knowledge! Great content.

@TanyaAlizaTV Місяць тому

Wow, so much value here! Your breakdown of positioning was so clear and thorough.

@foundational Місяць тому

This is probably most valuable talk i heard this year ! Super thankful!!!

@shantaletechwi729 Місяць тому

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. Jessssss!

@danarobinson6156 2 місяці тому

Just made me see and understand how positioning can be frickin brilliant 🎉

@allmylittlestories4224 Місяць тому

No fluffs. She grinds each question to dust. She’s really equipped for sure

@foryoungeustace Місяць тому

Very enriching discussion. Just pure wisdom from an expert with a wealth of knowledge

@katya_youstellar Місяць тому

Such a great expert! Every minute is worth to watch! Thank you❤️

@faithrich_ Місяць тому

I think I need to watch this at least two or three times before I can process all the incredible stuff she delivered in just an hour of conversation. Brilliant!

@svenschmidchen9873 Місяць тому

This is an excellent masterclass of positioning. More value than in all coaching programs I have anntended in the last years for positioning a SaaS company. Thanks for this amazing value on Easter time 🙏🙏🙏.

@alicabban6327 2 місяці тому

How precise and insightful. Thank you!

@cricketheadz 2 дні тому

Man, this is PURE GOLD.

@aashutoshsonigra5017 Місяць тому

I just ended meeting with my team on how to take positioning and found this video. It was absolutely insightful and fun to watch this video and also it has increased my confidence by giving me knowledge to solve my current probolem in business. Thank you so much for sharing knowlegde through video!!! 😊🙏🙏

@lilyb2617 8 днів тому

Excellent. 👏🏼 I specialise in growth and GTM strategy and positioning is one pillar of my framework, yet I always tell clients positioning is the key. April explains this incredibly well. Most people immediately think of brand positioning only and miss all of this.

@t.s.3708 Місяць тому

Wow, best interview ever. So helpful and easy to understand.

@authenticpoint7812 2 місяці тому

Fantastic interview, Shane! April is the real deal. I resonate 💯.

@deborahrose7047 2 місяці тому

April is a brilliant teacher

@Missrai22 Місяць тому

Great conversation! So many gems, taking notes from beginning to end!

@veroniquemarie9037 Місяць тому

So brilliantly articulated, I am going to love Marketing after all 😅 And I bought her book 📕 right away because I have my Personal Branding to fix in April, Thank you 🙏 for this gem 💎

@Techstar3.0 19 днів тому

Great interview you can't even imagine how it helps to get rite way of marketing, please countinue episode like this

@spotsya1916 2 місяці тому

Thank you for bringing this important topics

@ukanaomon7173 16 днів тому

A precious moment. Thank you for this. God bless April. And God bless you.

@GaryRabatin 10 днів тому

Were your questions provided to the guest in advance? The reason I ask is because she was quick to respond with so much value. Great podcast! Keep going.

@aharmon Місяць тому

So good. April crushed this. Clear and value packed

@JdeJ38 Місяць тому

Incredible interview; such a different explanation. Thank you!

@LinkProgrammingTechnology Місяць тому

Quite interesting conversation. It is so very true that a better algorithm can amazingly reduce the search time. I have an I.T. sole proprietor business based in California, U.S.A. I have to face bigger companies with huge marketing budgets. I rely on the better quality of my algorithms. There are five main factors at hand: (1) Awareness of certain technology; (2) Awareness of certain brand of this technology; (3) Wanting this brand; (4) Needing this brand; (5) Affording this brand.

@kseniagorovaya7794 Місяць тому

What an amazing piece. Thank you so much for sharing your insights! ❤❤❤

@0ioiuibgfg Місяць тому

this is very insightful, fills gaps and correct misunderstandings for intermedium level marketers .

@RugilePenno-qr1nh Місяць тому

Thank you both, very inspiring.

@RajKotecha Місяць тому

April is really smart - never heard of her before but a refreshing mind with excellent framing - def a new fan. The muffin example was Godin level.

@nesrinekelly5562 Місяць тому

Thank you for this interview. A mind opener for sure. April is wonderful would love to learn more from her, I kind of didn’t want it to end :)

@Naonicat 13 днів тому

one of the best marketing advice i have ever heard :)

@aquagreensorganic 2 місяці тому

30 minutes in .. this woman is a real deal! Amazing critical thinking and communication, thank you, Shane.

@AClassesMedia Місяць тому

She is absolutely brilliant. A great mind

@jeury-tavares Місяць тому

this video is on another level. A master class worth thousands. Thank you for posting this video. You should interview Jule Kim next on lead generation and SEO.

@sulaimanfaarah 26 днів тому

In this podcast is the best podcast i watched ever

@martinnovak3949 2 місяці тому

Shane, one of the best episode!

@elianasmith6330 Місяць тому

I extremely like the video, man. Very helpful and informative. Thank you very much. It is presented so well too. Great, positive work.

@Thedigitalalex Місяць тому

So glad I got this video recommended. My life is different now

@Grace.Idiare Місяць тому

Wow, this is so packed! Thanks a lot💙

@ZaahirJappie Місяць тому

I like her passion for her subject.

@yourcreativeleader Місяць тому

Lots of goodies in here! Thank you for sharing this!

@TF-hx3kh Місяць тому

I love this! Very concrete and easy to grasp

@DrumAdrian16 Місяць тому

Wow 🤯 Great interview!!! Thank you April

@janeamorba5111 Місяць тому

Like her reflections of listening to the client ! Focus

@LifewithSee Місяць тому

thanks for your knowledge

@shorttravelvideos9649 Місяць тому

April Dunford rocks!

@joycesmile123 9 днів тому

Wow 😮 thank you for the very helpful information 🎉❤😊

@johnleesuccess Місяць тому

love this! keep up the great work

@kimbess7498 16 днів тому

This is fantastic for both business and career. I just accepted a tentative job offer because I repositioned myself based on the feedback and insight I got while job hunting. I applied consciously and got a yes in 5 weeks.

@KristenNichole Місяць тому

Great episode. Thanks for sharing 💖

@pwrcreate Місяць тому

Solid intro! Such a good grab to kick off the episode!

@docreed7262 Місяць тому

Had the exact same thought. The Muffin Cake comparison is so good.

@andrespineiroc 2 місяці тому

What a fantastic example the Tim Horton's one! 💥

@theyetti90 2 місяці тому

A delicious example that I need.

@wisecattt Місяць тому

so much value omg

@MegaPetchi 2 місяці тому

Yo I enjoyed it! Thank you!

@kdec3023 Місяць тому

Ok, so the first 4 min 20 secs of this video is BRILLIENT! This is everything (true positioning). Shane, how did you not respond to April by saying at least WOW! or that's the way to look at this, or great perspective, something?

@Theysaid-io 23 дні тому

Positioning defines how your product is best in the world at delivering some value that some well defined customers cared about. -- This is a very clear definition.

@sachinshajan8066 Місяць тому

B2B vs B2C part was gem

@trialstud Місяць тому

This is just splendid stuff! ❤

@cyberswitchtech Місяць тому

This is really brilliant!

@sheanathan3566 Місяць тому

Great wisdom Thanks

@helenagp1948 Місяць тому

Love it. I learn so much. It's a master class. Thank you.

@shorttravelvideos9649 Місяць тому

It is, right? And free!

@DivineMisterAdVentures Місяць тому

I think I have this down. I'm mainly having an issue with roles and scale as a solopreneur. (All of a sudden that's a new word.) Not to mention - patents. Which has made me full stop, move-on to a different strategy because I have to have 21 different jurisdictions to secure. This fits in-between the arguments right about 6:00.

@career.inspirer Місяць тому

Amazing interview 🎉❤

@ian5629 Місяць тому

I've been listening to this podcast for years it's my first time to see Shane's face haha

@samuelf7853 Місяць тому

very super help thank you!

@legacyholistichealth Місяць тому

Beautiful find! I’m all ears!!!

@instituteofaistudies Місяць тому

Her name is April Dunford. She is a legend.

@mariamsherif_dm Місяць тому

Marketing is T-shaped! Really resonated with that! Great Epsiode!

@newtonfrodwa8824 Місяць тому

Great information

@arunsivadasan6439 Місяць тому

Great content 👍

@romledholdingsltd.8414 26 днів тому

They are defined as a foundation model, give them a hand with marketing is what they need 🎉❤ NKN has someone well versed and deep in Ai engineering/machine learning expert, he leads a bigger pack. I think he help deliver !