How to Position Against a Competitor Who Lies

How to Position Against a Competitor Who Lies

From Positioning with April Dunford by April Dunford

January 30, 2025 · 25 min · Season 2 · Episode 14

About this episode

April Dunford discusses strategies for positioning against competitors who make false claims about their products.

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 — 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…

People in this episode

Host: April Dunford

Topics covered

  • competitor analysis
  • product positioning
  • marketing strategy
  • truth in advertising
  • customer trust
  • differentiation

Keywords

  • competitors
  • differentiated product
  • feature copying
  • value delivery
  • proof points
  • reputational risks
  • trust and loyalty

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