10 Steps to Reposition Your Product When Your Customers Don’t “Get it”
Download MP3I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).
I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.
What do you do if your customers just don't "get" your product?
My guest today is Jane Portman, UI design expert, and co-founder of Userlis.
We talked about why Userlist initial positioning didn't work, and the ten steps Jane and the Userlist team took to develop a new product positioning.
From recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.
Topics covered:
Topics covered:
- Why Userlist changed their product positioning
- The steps Jane took to start improving their product positioning
- How Jane scheduled customer interviews
- The customer research questions that led to the best insights
- Why understanding your product’s “true competitive alternative” is important, and how to find them
- How to figure out positioning internally
- The difference between “attributes” and “features”
- How to cluster attributes and features into “themes”
- Using card sorting exercise as a product positioning
- The biggest mistake Jane made when she tried to launch her previous products
Resources mentioned:
- Userlist
- 5 Proven Methods for Positioning Your New Product
- Intercom
- Obviously Awesome
- UI Breakfast
- How To Use Jobs To Be Done To Read Your Customer’s Mind
- Benedict Deicke
- Hotjar
- ConvertKit
- Des Traynor
- Joe Leech
- Ends by Joe McLeod
- UI Breakfast Podcast
- More Isn’t Always Better - Challenging the Growth at All Costs Mindset
- Company of One: Why Staying Small Is the Next Big Thing for Business
- Userlist Blog
- Category Creation: 4 Reasons to NEVER Do It
- Break Through the Noise in Marketing by Doing Less
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→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
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