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Page 74 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

To store the information, the mind ranks products

and brands. Visualize a series of ladders.

Say computers, and people think of IBM on the

top rung. For electronics, it's Sony; for automobiles, it's Mercedes.

For self-marketing, it is critical that you earn

enough recognition to make it onto the ladder

for your category. The mind does not have

room for things new and different, so you must

relate them to the old. This is where nichemanship comes

in. As an architect, you will be put

on the architectural ladder. Frank Lloyd Wright

is probably on the top rung. But you can be

known as the architect who specializes in designing 1990s versions of Victorian

homes.

Let's take law as an example. For years the top

rung probably belonged to Melvin Belli, the attorney

known as the "King of Torts." In her

book Expose Yourself, former journalist turned

public relations consultant Melba Beals describes

how she

helped create this positioning.

But there is

lots of room on the

ladder. Describing

yourself as the

Melvin Belli of sexual harassment

cases

is not a bad strategy.

A good example of this is Dr. Joyce Rebhun, a

former IRS tax attorney who calls herself a tax

therapist. "I knew from studying marketing in

college you have to differentiate yourself," says

Rebhun. "There is already a glut on the market

of tax attorneys."

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