Obviously Awesome: Learn the Principles of Effective Product Positioning from April Dunford
Before diving into building your website, it's crucial to first ensure your product or service is positioned for success in the market. As April Dunford outlines in her book "Obviously Awesome", nailing your product positioning is essential to attracting the right customers who will "get it, buy it, love it."
Understand Your Target Customer
The foundation of positioning is understanding who your ideal customers are and what makes them tick. Identify current happy customers to gain insights into the differentiated value your product provides.
Pinpoint Your Product's Unique Value
What makes your offering stand out? What problems does it solve uniquely well? Finding and articulating your product's special sauce is vital to setting it apart.
Connect Value to Customer Needs
It's not enough to be different - you must show how those differentiators map to what your customers care about. Demonstrate how you fulfill their needs better than alternatives.
Select the Right Market Category
Positioning your product in the appropriate category sets proper expectations of where you fit and who you compete against.
Adapt Your Positioning Over Time
Positioning is an ongoing process. Continuously refine your positioning as markets shift to maintain relevance.
Consistent Messaging is Critical
Ensure your content and messaging aligns with and reinforces your desired positioning across all touchpoints.
Before you build your website, invest time upfront following April Dunford's positioning principles. A strong product positioning makes your website copywriting and content marketing far more effective at attracting and converting your ideal customers. Read "Obviously Awesome" to equip yourself with the knowledge to make your product impossible to ignore.