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.
--
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.

[@aeksinsang932]

Right on! Gotta bypass fake gurus

[@pounamr5711]

😊😊

[@filmawayvlad]

Indeed!

[@luboss0008]

You can be millionare all yo need is my course

[@harmony0322]

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

[@abnerb88]

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]

Thank you!

[@ancestream313]

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

[@virtualcreationcorp.6179]

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

[@leahleeds4289]

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

[@wholeness]

Why?

[@lele_home]

😮🤣

[@fendforguru]

🤷‍♂️

[@kcartesj]

Can you summary in 3 part?

[@Mantraflip]

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.

[@tammiesspark]

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

[@Iftiify]

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

[@rogeriomoreira2323]

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.

[@JohnMiller123]

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

[@juliarays1271]

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.

[@JV-gf3ee]

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

[@paragadlakha]

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

[@patricknyiti5303]

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

[@allmylittlestories4224]

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

[@charleneostbloom4443]

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!

[@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. 💯

[@gregcastagneri25]

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

[@shantaletechwi729]

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!

[@ThisDesignLife]

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

[@paulbrereton5149]

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

[@johndavenport8843]

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!

[@peterputzer212]

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

[@user-zb1ft6ff9j]

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!!!

[@827023685]

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.

[@pjmac5593]

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.

[@Deanforbes]

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

[@davideyler3181]

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

[@GetAConnectGlobal]

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!

[@sheristmarie-brokeredbyexp3751]

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

[@deborahrose7047]

April is a brilliant teacher

[@aquagreensorganic]

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

[@danarobinson6156]

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

[@foundational]

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

[@katya_youstellar]

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

[@cricketheadz]

Man, this is PURE GOLD.

[@faithrich_]

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]

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 🙏🙏🙏.

[@authenticpoint7812]

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

[@foryoungeustace]

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

[@ukanaomon7173]

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

[@sulaimanfaarah]

In this podcast is the best podcast i watched ever

[@Missrai22]

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

[@aharmon]

So good. April crushed this. Clear and value packed

[@alicabban6327]

How precise and insightful. Thank you!

[@t.s.3708]

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

[@spotsya1916]

Thank you for bringing this important topics

[@martinnovak3949]

Shane, one of the best episode!

[@aashutoshsonigra5017]

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!!! 😊🙏🙏

[@JdeJ38]

Incredible interview; such a different explanation. Thank you!

[@lilyb2617]

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.

[@instituteofaistudies]

Her name is April Dunford. She is a legend.

[@TanyaAlizaTV]

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

[@Techstar3.0]

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

[@kseniagorovaya7794]

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

[@andrespineiroc]

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

[@theyetti90]

A delicious example that I need.

[@0ioiuibgfg]

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

[@veroniquemarie9037]

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 💎

[@Thedigitalalex]

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

[@LinkProgrammingTechnology]

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.

[@RajKotecha]

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.

[@RugilePenno-qr1nh]

Thank you both, very inspiring.

[@Grace.Idiare]

Wow, this is so packed! Thanks a lot💙

[@AClassesMedia]

She is absolutely brilliant. A great mind

[@GaryRabatin]

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.

[@nesrinekelly5562]

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]

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

[@shorttravelvideos9649]

April Dunford rocks!

[@jeury-tavares]

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.

[@kimbess7498]

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.

[@wisecattt]

so much value omg

[@DrumAdrian16]

Wow 🤯 Great interview!!! Thank you April

[@ZaahirJappie]

I like her passion for her subject.

[@pwrcreate]

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

[@docreed7262]

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

[@TF-hx3kh]

I love this! Very concrete and easy to grasp

[@yourcreativeleader]

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

[@janeamorba5111]

Like her reflections of listening to the client ! Focus

[@elianasmith6330]

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

[@Theysaid-io]

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]

B2B vs B2C part was gem

[@trialstud]

This is just splendid stuff! ❤

[@johnleesuccess]

love this! keep up the great work

[@LifewithSee]

thanks for your knowledge

[@KristenNichole]

Great episode. Thanks for sharing 💖

[@cyberswitchtech]

This is really brilliant!

[@joycesmile123]

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

[@career.inspirer]

Amazing interview 🎉❤

[@MegaPetchi]

Yo I enjoyed it! Thank you!

[@DivineMisterAdVentures]

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.

[@helenagp1948]

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

[@shorttravelvideos9649]

It is, right? And free!

[@sheanathan3566]

Great wisdom Thanks

[@ian5629]

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

[@kdec3023]

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?

[@Daniel-qr6sx]

Regarding b2b sales and fear. what I've found is that if I sell trust from high authority I'm much more likely to sell no matter what I'm selling

[@legacyholistichealth]

Beautiful find! I’m all ears!!!

[@arunsivadasan6439]

Great content 👍

[@TonySchwartzNKY]

What a great video!

[@romledholdingsltd.8414]

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 !

[@mariamsherif_dm]

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

[@stevewong7066]

I just know that what I did. In the last was anti positioning ...founding out the nature of the product ...not positioning

[@newtonfrodwa8824]

Great information