Post Positioning - Testing and Execution
Positioning with April Dunford
Build a messaging reference document
April recommends a boilerplate messaging document (taglines, descriptions, approved copy and graphics) before homepage changes.
In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conversations instead of homepage experiments, and I walk through the sales pitch structure I use to make that test meaningful. I also share how to turn positioning into a messaging document, how to keep that messaging consistent over time, and how to know when it is actually time to revisit your positioning.
You will learn:
(00:03:25) Why testing positioning through landing pages or homepage A B tests creates noisy results and does not isolate the positioning itself.
(00:05:37) Why live sales conversations with best-fit prospects are a much better way to test whether positioning truly lands.
(00:10:59) Why many companies struggle to translate positioning into a structured sales pitch and what that revealed in my workshops.
(00:16:24) Why I recommend creating a messaging document before updating the homepage so your language stays consistent across campaigns, trade shows, and other assets.
(00:21:25) How to recognize when positioning actually needs to change, and why teams should review market shifts, competitor movement, and product changes on a regular basis.
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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Instagram: https://www.instagram.com/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
April’s TikTok: https://www.tiktok.com/@positioningshow
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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
Amazon US: https://amzn.to/49l0ZRY
Amazon Canada: https://amzn.to/4ac9hgt
Amazon UK: https://amzn.to/3vosDzQ
Apple Books: https://apple.co/3xihSzC
Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books
Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22
Bookshop: https://bookshop.org/contributors/april-dunford
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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.
Podcast website: https://www.positioning.show/
Subscribe on Apple Podcasts: https://apple.co/3PFHcWx
Subscribe on Spotify: https://open.spotify.com/show/02XBrnPJ7NVGPUgHC7xstU
Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media: https://www.storyon.co/
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