Helping Sells Radio

"Innovative, new products are difficult to understand and we have only seconds to help customers understand why they should care." According to April Dunford, author of the new book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It, position is the way to do that. The way we look at this at Helping Sells Radio, positioning is a way to help customers discover that our product can uniquely help them solve a problem and/or achieve some outcome. Of course April says it much better that we can, and we had her on the show just to make sure.  Positioning has been around for as long as marketing has...which is to say, it is not hip and cool, like conversational marketing or customer success marketing. But. It is one of the most important things a company can do to help prospective customers find you. Here is the big time problem that April is on a mission to solve: almost no one deliberately positions their product, and that turns out to be a huge mistake because when