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Page 68 JULY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Below are several career choices that lend

themselves to this positioning strategy. For

each occupation, the positioning choices are

limitless. You must determine the type of people you

most want as customers. Usually your

best prospects are people you most want as

customers. Usually your best prospects are

people a lot like you. Then brainstorm what

topics that appeal to you would most appeal to

them.

Why should they buy from

you when they could buy

from anyone? Because you are

the expert. For each of the following occupations,

one of an

unlimited number of positioning

choices is listed to give

you concrete examples.

Accountant: New hotel feasibility authority

Architect: New designs in office towers expert

Bank officer: Small business banking expert

Doctor: Sports injury & orthopedic surgeon

Financial planner: Financial strategist for

single career person

Gym owner: Bodybuilding &

weight training authority

Insurance agent: Local expert on needs

of single parents

Lawyer: High-stakes divorce authority

Men's clothier: Widest selection

of the latest European suits

Real Estate agent: Executive

relocation specialist

Whatever your expertise, be prepared

to sum up your positioning in

as few words as possible.

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