Today, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you:

• Why it’s almost always a bad idea to name the competition when you’re the market leader


• Real-life examples of companies naming their competitors


• The benefit you gain from naming and positioning your competitors when you’re small


• How to combat lies and negativity from your competitors

Thanks for listening!

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If You Want To Skip Ahead:

(00:21 ) How my book launch went

(01:47 ) Addressing competition by putting them into buckets

(03:43 ) Why market leaders should never mention the competition

(05:03 ) Slack’s letter to Microsoft that named them as a competitor

(09:16 ) DocuSign's ad mentioning Dropbox

(10:36 ) Why you might build a custom landing page based on a search query

(11:24 ) The benefit of naming the competition if you’re small

(13:08 ) Positioning your competitors

(16:57 ) Combating negative positioning from competitors

(21:41 ) Closing thoughts

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

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Referenced:

Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021

Slack’s “Dear, Microsoft” letter: https://slack.com/blog/news/dear-microsoft

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Production and marketing by https://penname.co/