April Dunford - Obviously Awesome REPLAY

The Business of Authority

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3M ago 46:28

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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

LINKS

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