January 3, 2022

Ricky Bobby, the famous character in the movie Talladega Nights once said, "If you're not first you're last."
This is true, especially in the world of branding.

You see, in the minds of your market, there are several categories of products and services.

And in those categories is a leader. Now, this "leader" isn't necessarily the best in terms of quality, but instead, in terms of PERCEPTION.

Create a Category to be First In

Now you may be thinking, "well Mav, I'm a defense attorney in New York City. How can I be first in anything?"

Don't worry, you're just not seeing the big picture.. yet.

Take Charles Schwab for example. They weren't the first Brokerage Firm, they were the first DISCOUNT brokerage firm.

Mercedes Benz didn't invent the first car, they invented the first EXPENSIVE luxury car.

Donald Trump wasn't the best businessman, but he was the most FAMOUS businessman.

Are you seeing how this works?

You need to create a category you can be #1 in that is logical to your target market.

Some Examples for Your Business

"EMERGENCY Plumbing Company (isn't almost every plumbing issue to people an "emergency" anyway?)"
"AMERICAN MADE Furniture Store"
"SMALL PETS ONLY Dog Kennel"
"VINYL EXPERTS Fencing Contractors"

Why This Works

People tend to categorize things based on their first perception.

For example, "Oh, that's Bob, he's a drunk jerk."

Or, "I don't think Mattress Giant sells sheets."

Or, "Go to Sherman Williams to get paint because they have more of a selection than Home Depot."

Now, is the last statement true?

Who knows?

But to people looking to solve a specific problem, they want the #1 solution -- they want, the LEADER.

After all, Peter Druker once said: "great marketing is leadership."

Branding yourself as the leading provider to common problems and solutions your target market is presented is a critical step toward being louder than the noise, and dominating the mindspace of your potential customers.

To your success!