If you’re wondering why you have a great product but lacklustre sales, you likely have a positioning problem. If communications means writing a strong message and marketing means getting your message out there, positioning means making sure your message is presented in a way that the right buyers will love.
The last bit there – presenting a message in a way the right buyers will love – is the main point of product positioning expert April Dunford’s book Obviously Awesome: How to nail product positioning so buyers get it, buy it, love it.
Hyper-practical, easy to understand for any business owner, and chock full of examples, Obviously Awesome is a must-read for business leaders who want to find customers who buy quickly, often, and don’t ask for discounts.
In this review, Dunford has given PulseBlueprint the rights to share some of the practical tips from the book on how to position your products – for free – to help business owners.
What is product positioning in marketing?
In the introduction, Dunford states that “Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about”.
Thankfully, the book is not just a think piece, going on about the importance of positioning with little else (something many business speakers do, so this is immediately refreshing).
Moving into what I soon understand are the “commandments” of good product positioning, Dunford explains the 5 principles:
The rest of the book explains the five commandments in depth and then explains a 10-step framework any business owner or executive can follow to better position their products.
Throughout, she shared examples of companies, showing how positioning turned companies around from the brink of disaster. In one case, she showed how a shift in positioning took Janna Systems from near failure against a market leader to an acquisition by that leader for $1.7 billion dollars (with a “B”!) a few years later.