The Business of Authority

April Dunford - Obviously Awesome

Episode Summary

Do you know how to position your product or service?

Episode Notes

Do you know how to position your product or service?

Talking Points

• April’s background
• Why positioning is important
• What positioning is
• Email for lawyers
• Problems caused by weak positioning
• How solos can identify positioning problems
• Choosing criteria that ensures clients will be happy in the end
• Positioning the business itself versus individual offerings
• How publishing a book affected April’s inbound leads
• Books as part of the overall business

Quotable Quotes

“There’s branding and there’s positioning. Those two things are totally separate, and in fact, you need to have your positioning sorted out first, before you decide what your branding should be.” –AD

“Now I think there’s more of an awareness around positioning.” –AD

“Now, I’m booked up 3-4 months in advance, my rates are way higher, I work way less, and my clients are way happier, because I only promise to do this one very narrow thing, but it’s a super valuable thing, and if you’ve got this problem, who else you gonna call?” –AD

“If you’re going to make that investment in doing marketing, there should be a call to action in there.” --AD