The World's Best Book Summaries
What makes your product unique? How is it different and better than the alternatives? Without proper positioning, customers can’t understand why they should bother to buy your product. In Obviously Awesome, April Dunford presents a 12-step positioning process. Step 5 is to identify what makes your product stand out from—and above—the alternatives. Let’s take a closer look at this step.
What problem do your customers want to solve by using your product? What would your customers do if they didn’t use your product? April Dunford proposes a 12-step product positioning process—taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company—that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product. Keep reading to learn Dunford’s method of identifying product alternatives.
What is product positioning in marketing? How important is it in selling your product? If you work in marketing yet still can’t define what “positioning” is, consultant and speaker April Dunford is here to tell you that you’re not alone. She contends that most marketers don’t fully understand what positioning is or its vital importance to selling. Keep reading to learn what positioning is and why it matters.
Is product positioning necessary? What about repositioning? If you work in marketing yet still can’t define what “positioning” is, consultant and speaker April Dunford is here to tell you that you’re not alone. If you’re not sure what positioning is, you’re not likely to understand its importance—and you’re bound to make a few mistakes. Let’s look at Dunford’s insights into poor positioning and three marketing mistakes to avoid.
How well do customers understand how to use your product? Are they clear on why they need it? In Obviously Awesome, positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. Dunford argues that positioning isn’t merely helpful; it’s the bedrock of successful selling and marketing. Read more to understand the importance of positioning in selling your product.
What is the introduction stage of the product life cycle? What happens to products during this stage? In The Marketing Plan, marketing expert William M. Luther gives a brief overview of the first stage in the product life cycle. When products enter this stage, there are very few competitors but rarely any revenue is made. Let’s look at the pros and cons of entering the market during the introduction stage of the product life cycle.
What are the three phases of the product life cycle? How can understanding these phases help you tailor your marketing strategy? After calculating your target market’s size and ideal market share, you need to understand what happens to products in the product life cycle. This cycle starts when a product is introduced to consumers and ends when it’s removed from the market. Read on to learn how William M. Luther explains the phases of the product life cycle in his book The Marketing Plan.
What are some examples of consumer behavior? What is the key to understanding what a customer truly wants? There are five common consumer behaviors you must understand to do your best selling. Master salesman Zig Ziglar talks about these behaviors and how to use them to your advantage in his book Secrets of Closing the Sale. Here are five consumer behavior examples to learn from.
What is the growth stage of the product life cycle? What happens during this stage? The second stage of the product life cycle is the growth stage. As William M. Luther says in his book The Marketing Plan, it’s when a product experiences high demand and sales increase. Find out more about the product growth stage below.
Are you struggling to make sales for your business? Why is demonstrating a product beneficial? The customer needs to feel like they need your product before they will buy it. In Secrets of Closing the Sale, Zig Ziglar says that a demonstration can encourage customers to buy your product. Here’s how to demonstrate a product to encourage sales.