Summary of How to Craft a Story that Sells with April Dunford
In the video "How to Craft a Story that Sells with April Dunford," April Dunford discusses the challenges buyers face in making purchase decisions and the importance of guiding them through the decision-making process. She emphasizes the need for companies to provide market insights, compare alternatives, and educate customers on making trade-offs. April also highlights the significance of constructing a point of view pitch to effectively communicate a unique value proposition and positioning the product to address the challenges buyers face. Additionally, the video explores marketing strategies and the importance of focusing on the pain points that the product solves. April provides practical advice for solopreneurs, offering different strategies for reaching potential customers.
Speakers:
- April Dunford
Notable Quotes
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03:02
— « So our job in that process is to really think less like sales people and think more like a guide a guide that can help customers make sense out of their options so that they can make a choice that they feel good about.
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09:29
— « Now I'm going to give you a really stupid example and then I'm going to give you two like software examples that are less stupid but the first really stupid example is just you know for education purposes. This is a story it's called April buys a toilet.
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12:47
— « What toilet would you pick and he says well, I'd spend the hundred bucks extra go for the Toto toilet like nobody ever brings one back, nobody ever complains about it and if it was me I'd never want to think about buying a toilet again I'm like sold. »
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39:22
— « We spend too much time with this customers have all this pain and we need to understand the pain, but most of our software doesn't actually solve 9000 pain points, it solves a very limited number of them.
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43:52
— « Buyer's guide is actually in my opinion super underutilized and always fantastic performing piece of content. Every company I ever worked with, we did a buyer's guide, it always worked because it solves this problem of how do I buy and so the other thing is it's great signal. »