Process & Resources Tabs – With Resources

SUMMARY

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford is a book about how to position your product in the market so that customers understand it, buy it, and love it.

Dunford begins by explaining what product positioning is and why it’s important. Product positioning is the process of creating a unique identity for your product in the mind of the customer. It’s about explaining what your product is, who it’s for, and what makes it different from and better than the competition.

Dunford then goes on to explain the five components of effective product positioning:

Category: The category is the market segment in which your product competes. It’s important to choose a category that is large enough to support your business, but narrow enough that you can stand out from the competition.
Customer: The customer is the person who buys and uses your product. It’s important to understand your customer’s needs, wants, and pain points. This will help you to position your product in a way that resonates with them.
Benefit: The benefit is the value that your product provides to the customer. It’s important to articulate the benefit of your product in a clear and concise way.
Differentiator: The differentiator is what makes your product different from and better than the competition. It could be a unique feature, a lower price, or a superior customer experience.
Proof: Proof is the evidence that supports your claims about your product. It could be testimonials from customers, case studies, or awards and recognition.

Once you understand the five components of effective product positioning, you can use them to develop a positioning statement. A positioning statement is a short, clear sentence that summarizes the unique value proposition of your product. It should include the category, customer, benefit, differentiator, and proof.

Dunford also provides a ten-step process for developing and implementing a product positioning strategy. The steps are:

Understand your product: What is your product? What does it do? What are its benefits?
Understand your customer: Who is your ideal customer? What are their needs, wants, and pain points?
Understand your competition: Who are your competitors? What are their strengths and weaknesses?
Choose a category: What is the market segment in which your product competes?
Identify your differentiator: What makes your product different from and better than the competition?
Articulate your benefit: What value does your product provide to the customer?
Develop your proof: What evidence supports your claims about your product?
Write your positioning statement: Summarize the unique value proposition of your product in a short, clear sentence.
Implement your positioning strategy: Communicate your positioning statement to your customers and employees.
Measure and refine: Track your progress and make adjustments to your positioning strategy as needed.

Obviously Awesome is a practical and informative guide to product positioning. It is essential reading for any business owner or marketer who wants to position their product for success.

SUMMARY

They Ask You Answer is a book about content marketing and inbound sales. It is written by Marcus Sheridan, who used this approach to turn his struggling pool cleaning business into a multimillion-dollar company.

The core of the They Ask You Answer philosophy is that you should create content that answers the questions that your target customers are asking. This content can be in the form of blog posts, articles, videos, or even just social media posts.

The idea is that when you create content that answers your customers’ questions, you are positioning yourself as an expert in your field. This builds trust with potential customers and makes them more likely to do business with you.

Sheridan also emphasizes the importance of being unbiased in your content marketing. He argues that you should not try to sell your products or services directly in your content. Instead, you should focus on providing valuable information to your customers.

When you do this, you are building relationships with potential customers. And when the time comes for them to buy, they will be more likely to come to you because they trust you and know that you are an expert.

Here are some of the key takeaways from They Ask You Answer:

Identify and answer your customers’ questions. This is the foundation of the They Ask You Answer approach. You need to know what your customers are asking so that you can create content that answers those questions.
Be unbiased in your content. Your content should be focused on providing valuable information to your customers, not on selling your products or services.
Create high-quality content. Your content should be well-written, informative, and engaging.
Promote your content. Once you have created great content, you need to promote it so that people can find it. You can do this through social media, email marketing, and paid advertising.

How to implement the They Ask You Answer approach

Here are some tips for implementing the They Ask You Answer approach in your business:

Identify your target customers. Who are you trying to reach with your content? Once you know who your target customers are, you can start to identify their needs and pain points.
Research the questions that your customers are asking. You can do this by talking to your customers directly, conducting surveys, and analyzing online forums and social media conversations.
Create content that answers your customers’ questions. This content can be in the form of blog posts, articles, videos, or even just social media posts.
Promote your content. Once you have created great content, you need to promote it so that people can find it. You can do this through social media, email marketing, and paid advertising.

The They Ask You Answer approach is a powerful way to attract and convert leads. By creating content that answers your customers’ questions, you can position yourself as an expert in your field and build trust with potential customers.

SUMMARY

Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love by Anthony Kennada is a book about how to create a new market category for your product or service. Kennada argues that category creation is the most effective way to achieve rapid growth and high valuations.

The book is divided into three parts:

Part 1: The Long-Term Greed of Category Creation
Part 2: Seven Principles to Create (and Dominate) a Category
Part 3: Proving the Impact of Category Creation on Customers, Investors, and Employees

In Part 1, Kennada introduces the concept of category creation and explains why it is so valuable. He also discusses the challenges of category creation and how to overcome them.

In Part 2, Kennada outlines the seven principles of category creation:

Define a unique problem. The first step is to identify a problem that a large number of people are facing, but that is not currently being adequately addressed.
Create a new category. Once you have defined the problem, you need to create a new category to describe it. This category should be unique and memorable, and it should clearly differentiate your product or service from the competition.
Educate the market. Once you have created a new category, you need to educate the market about the problem and your solution. This involves creating compelling content, building relationships with key influencers, and running effective marketing campaigns.
Build a community. Category creation is not just about creating a new product or service. It is also about building a community of people who are passionate about solving the problem. You can do this by hosting events, creating online forums, and providing excellent customer support.
Become the category leader. Once you have educated the market and built a community, you need to become the category leader. This means establishing your brand as the go-to solution for the problem you have defined.
Protect your category. Once you have become the category leader, you need to protect your category from competitors. This involves continuing to innovate, educate the market, and build relationships with key stakeholders.
Enjoy the rewards! Category creation is a long-term investment, but it can be incredibly rewarding. If you are successful, you will build a valuable business with a loyal customer base.

In Part 3, Kennada discusses the impact of category creation on customers, investors, and employees. He explains how category creation can help companies attract and retain top talent, raise more capital, and achieve higher valuations.

Overall, Category Creation is a valuable resource for entrepreneurs, marketers, and executives who are looking to create new markets and build category-defining brands.

Here are some additional key takeaways from the book:

Category creation is a long-term strategy. It takes time to educate the market and build a community.
Category creation is not about luck. It is about careful planning and execution.
Category creation is not easy. It requires a lot of hard work and dedication.

However, if you are successful in creating a new category, the rewards can be immense. You will build a valuable business with a loyal customer base.

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