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You know your product is awesome-but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base.So what is it? April Dunford, positioning guru and tech exec, will enlighten you.Her new book, Obviously Awesome, shows you how to find your product's "secret sauce"-and then sell that sauce to those who crave it. Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who's worked on dozens more), Dunford speaks with authority about breaking through the noise of a crowded market.Punctuated with witty anecdotes and compelling case studies, Dunford's book is at once entertaining and illuminating. Among the invaluable lessons you'll learn are:- The Five Components of Effective Positioning- How to instantly connect an audience to your offering's value- How to choose the best market for your products- How to use three distinct styles of positioning to your advantage- How to leverage market trends to help buyers understand why making a purchase is important right nowWhether you're an entrepreneur, marketer or salesperson struggling to bring inventive products to market, Dunford's insights will help you find your awesome, so that your customers can too.

Craft a sales pitch that dramatically outperforms an aimless feature walkthrough. World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.Using a simple step-by-step method and compelling case stories, the author of Obviously Awesome guides you through a solid sales pitch structure that helps customers make confident buying decisions, while positioning you to clearly win in the market. In this book you will learn: ¿ Why you need to be your prospect's guide in the buying process¿ Why a sales pitch is a unique style of story designed to help your customer say "yes" with confidence¿ How "do nothing" is the most fearsome competitor you have¿ How and when qualification, discovery, and product demos fit into a sales pitch¿ How your positioning is reflected in a great sales narrative¿ Why your differentiated value is the star of the show¿ The eight components of a solid sales pitchA successful sales pitch is more than a simple product walkthrough, a canned set of discovery questions, or a pushy sales monologue. This book will help you create a winning pitch that gets you better customers-and more of them.