Obviously Awesome by April Dunford

First, they understand what your product is. Only then, they consider saying ‘yes’ to your offer.

Probably, you’ve been thinking about the first step as something natural. Right?

You perfectly described your product’s features on your landing page. That’s more than enough for them to understand your product. Isn’t it?

Nope. Definitely, not.

“Tell them the features, and they’ll understand what the product is” represents a huge misleading assumption.

In fact, based on the features, people will choose a category to allocate your product inside their minds. Then, they’ll compare your product with other alternatives in that category. And when they do it, they may choose a category in which your product is not a good choice.

Things get worse when you’re trying to create a new category.

Customers will try to fit your product into a known category and they won’t feel excited about it at all.

That’s why you should prioritize your product’s positioning before talking about its features.

Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot.

April Dunford

In “Obviously Awesome”, April explains how to design your product’s positioning in a structured way.

Her 5 (plus one) components will guide you on how to position your product in the most favorable competitive ground:

  1. Competitive Alternatives
  2. Key Unique Attributes
  3. Value (and Proof)
  4. Target Market (customers that care the most)
  5. Market Category
  6. (Bonus) Relevant Trends

Well, I keep talking repeatedly about this book for my mentees. And I keep getting a ‘thank you for the tip, Alex’ again and again.

So, before picking and bragging about a bunch of cool features, define your product’s positioning.

Let your product’s positioning guide the development of the features (as well as your startup’s marketing initiatives).

Enjoy your reading. 😉

  • Title: Obviously Awesome – How to Nail Product Positioning so Customers Get It, Buy It, Love It
  • Author: April Dunford
  • Year: 2018
  • Publisher: Wiley
  • Buy it on Amazon

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