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Page 70 JULY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

A theater producer once said that if you can't

write your idea down on the back of a business

card, you don't have much of an idea. The same

holds true for positioning. It must be short and

simple so referral sources, potential customers,

and the media can remember it. Use the rule of

thumb most big advertising agencies use when

creating billboards: 7 words or less. If billboard

writers use more than 7 words, drivers

whizzing by will miss the message. Don't let

important audiences miss your positioning

message as they whiz through life.

If you have the right stuff, contact the Directory

of Experts, Authorities, and Spokespersons. This

book is in its 7th edition and is the number one

source for reporters, editors, news producers,

and talk show producers. If you are en expert,

be sure you are included in this book.

Lesson 1: I'm An Expert,

My Telephone Index Card Proves It

One of the most precious possessions

a journalist has is his or her

telephone card file. Newspaper

reporters, television assignment

editors, and talk show producers

use these files daily to find interview

subjects. Don't wait for

them to discover you and include your name

in their file. Send them a card that lists you as a

subject expert.

The key to this technique is to think subject.

What are your areas of expertise that relate to

your positioning? Create one or two different

cards, by heading, to send to the media.

ATTENTION RETAILERS

SHORT + LONG TERM

BUSINESS LOANS

For:

Working Capital, Purchases, Equipment, Business Line of Credit

4.5%

www.retailersbank.com

From MANY PROGRAMS

AVAILABLE

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