In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. 

In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t? 

You will learn: 

* The misconception that competitors can easily replicate differentiated features.

* How architectural and resource constraints make copying features harder than it seems.

* Competitors often stretch the truth or outright lie about capabilities.

* Focusing on the value delivered by features rather than just the features themselves.

* Using proof points, data, and examples to expose dishonest competitors.

* Real-world examples of combating competitors who misrepresent themselves.

* The reputational risks for companies that stretch the truth.

* Turning dishonest competition into an opportunity to gain trust and loyalty

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If you want to skip ahead: 

(00:00) Welcome to Season Three!

(04:12) The Myth of Easy Feature Copying

(09:30) Why Competitors Appear to Copy You

(13:55) Handling Competitor Lies

(16:40) Focus on Value, Not Just Features

(19:20) Educate Buyers to Expose Competitor Lies

(22:10) Prove Your Claims with Data

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: 

Work with April: https://www.aprildunford.com/contact 

April’s newsletter: https://aprildunford.substack.com/ 

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ 

April’s Twitter/X: https://twitter.com/aprildunford 

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Get April Dunford’s books and audiobooks: 

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY 

Amazon Canada: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

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

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

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This episode was produced by Story On Media & Marketing: