In 2019, April Dunford wrote a book that every e-commerce founder should read. Most DTC brands don’t have a product problem – they have a positioning problem. They assume shoppers will “get it” just by seeing a photo or headline. But confused people don’t buy.
April’s book, Obviously Awesome, breaks down why so many brands struggle to communicate what they actually do. It’s not just about taglines or buzzwords. It’s about answering one critical question: “Why should this customer buy this product instead of the alternatives?” If you don’t answer that fast, you’ve already lost the sale. And it’s even more true for first-time visitors who don’t know you, trust you, or owe you anything.
Clarity creates trust. Trust creates momentum. Momentum creates sales.
Let’s break down the 5 biggest positioning mistakes DTC brands make -and how to fix them today.
1. You’re trying to speak to everyone – so no one feels like it’s for them.
The biggest trap in ecommerce messaging is trying to sound “universal.” When your copy is vague, your value disappears. And first-time visitors bounce because they don’t feel seen.
Katelyn Bourgoin, a customer research expert and founder of Customer Camp, calls this the “curse of the generic brand voice.” If your product is for busy moms, say that. If it’s for sneakerheads who care about drop culture, own it.
The clearer your niche, the faster people self-select in – or out. Trying to please everyone guarantees you’ll resonate with no one. Specificity builds trust. Trust shortens the path to purchase. And trust is the only thing you can’t fake in e-commerce.
Your message doesn’t need to attract everyone – just the right someone.
2. You’re leading with features instead of benefits.
First-time buyers don’t care about the “what” – they care about the “why.” You’re proud of your product specs, but that’s not what convinces someone to buy. It’s how those features make their life better.
“100% cotton” is a feature. “Never itches, always breathable” is a benefit.
When someone lands on your site, they’re scanning for outcomes – not attributes. April Dunford stresses that positioning must connect features to real-world impact. If that bridge isn’t immediate, they’re gone.
Features inform. Benefits persuade. Only persuasion converts.
Sell the result, not the ingredients.
3. You assume first-time buyers already understand the category.
Just because you live in your product every day doesn’t mean your customer does. They don’t know the jargon. They don’t know the difference between you and the other 20 tabs open.
If you’re selling adaptogenic supplements, don’t assume everyone knows what “ashwagandha” is. If your socks are “seamless toe-stitched,” explain why that matters. Context is a core part of positioning – without it, your product floats in space.
First-time buyers need to be guided, not overwhelmed. And clarity doesn’t mean dumbing it down – it means respecting their attention.
Assume nothing. Explain everything. Guide like you’re talking to a smart friend, not a clone of yourself.
Smart brands teach as they sell.
4. You bury the value in jargon and clever copywriting.
Clever doesn’t convert – clear does. Too many brands sacrifice clarity for voice. But first-time visitors don’t have the time to decode your style.
“Hydration, reimagined.” What does that even mean? “We believe in effortless style for the modern minimalist.” Cool, but what am I buying?
Katelyn Bourgoin, who’s trained thousands of marketers on buyer psychology, says, “If you confuse them, you lose them.” And in e-commerce, confusion happens fast – especially on mobile. Your value should be obvious in the first 3 seconds.
Clear beats clever. Simple beats smart. Obvious beats original.
If they have to work to understand it, it’s not working.
5. You talk about what the product is, not what it helps people do.
Your product isn’t the hero – your customer is. And your copy should reflect that. Most DTC brands frame the product as the main event instead of the enabler.
No one buys a weighted blanket – they buy better sleep. No one buys matcha – they buy sustained focus without the crash. April Dunford emphasizes that product positioning is always about relevance – how it maps to the customer’s pain or goal. It’s not “Look at us,” it’s “Here’s how we solve your problem.” The shift is subtle – but conversion lives in the nuance.
Good messaging says what a product is. Great messaging shows what it does. Legendary messaging proves what it means to the buyer.
Frame your product as the tool, not the trophy.
Why Clarity Wins
Clear messaging is the difference between a bounce and a buyer. When you try to speak to everyone, lead with features, assume too much, get clever with copy, and center your product instead of your customer – you lose people before the page even loads. But when you clarify your positioning, simplify your words, and focus on benefits, first-time visitors stop scrolling and start converting.
You don’t need a new product. You need a better way to talk about the one you already have. Because clarity isn’t a nice-to-have – it’s a conversion strategy.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.