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Power Niche Marketing: Turning Your Niche Into A Power Niche -- Augmenting Your Power

Your power grows and grows; there is no stopping you now.

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As you follow the steps to create a Power Niche, your ownership of your niche starts to grow in strength. Even with just reading a few articles on Google, you are growing little bits of “power” after just a few hours of work. And, after several weeks, well you are becoming a know-it-all!  Now let’s talk about how to grow this to the next level:

Happily, this is the easiest and simplest part of all… you just start telling everyone about what you are doing.

As an example, for a lawyer, you start to tell everyone: “I am going into fashion law – I am the fashion industry lawyer”.

You tell everyone, and I mean everyone!

You tell your mom, you tell your dad, you tell your entire family. And, you tell your relatives and your friends. You can even use Facebook and LinkedIn and other social media (if you are good at that stuff). This is one of the places it might be very useful.

You of course tell your co-workers, including peers, subordinates and, once you have your footing, your boss too.

You tell your friends. You tell everyone under the sun, especially those in the fashion industry that you start to get to know.

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And – this is SUPER important — you tell them again and again and again and again. One email that announces it will not cut the mustard. You have to repeat what you are doing again and again and again and again and again and again….This is not because people are stupid or don’t care; it is because people are all barraged with constant information hitting their brains and if you don’t repeat your message it will just be forgotten. So you have to over-repeat your message.

There are some statistics about three times in 90 days or something like that. I don’t know about that statistic, but I can say that that is not even nearly enough and the more times the better. And there is even a quote from a hypothetical coach who says:

“Before the game I worry that I have repeated myself too many times, but then when the game happens I realize I haven’t repeated my message nearly enough times.”

By the way, have you noticed I just repeated this message a bunch of times.

Along the way, you pepper the lives of your friends and relatives and co-workers with your Power Niche, because every time you see them you turn the conversation to talking about your Power Niche. You are a veritable fire hose of information and repartee about your new passion.

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You work the Threebies in because you are out and about – you are crazy enthusiastic about your Power Niche – and you now have knowledge (power) in your growing Power Niche. And of course you don’t forget the fourth Threebie, so you follow up with everyone you meet that has potential interest in your Power Niche.

In any case, you keep talking about your message so much that people start to get (almost) sick of you. When they see you coming they can’t help but see the word FASHION tattooed across your forehead.

Having overemphasized this, of course, you should try not to be a butthead about it. You don’t want people to think of you as an idiot – but hopefully you get my point.

So as you keep on talking about what you are doing, then an amazing thing happens – all of these people start helping you!

It is the strangest thing but if you are like a broken record on the high end fashion industry legal stuff, people start sending you articles, links, ideas, connections, friends and, yes, even clients or job leads.

It becomes an incredible thing – a self-fulfilling prophecy – that because you held yourself out as an expert everyone helps you become more of an expert.

People simply can’t help themselves. They see a fashion industry article and they think: “Oh, Toby will want to see this” and they forward you the link. Or they meet someone in fashion and they can’t help saying:  “Oh you will want to meet my friend Toby. He just is SO into the fashion industry and he knows everything. I bet you guys will be fast friends immediately. He is a good guy too. Can I connect you with him?”

So, if you keep going with me here, in just a few weeks you know more than a lot of people on a topic. In a few months, you know more than just about everyone everywhere. Your power is growing and your niche is fast becoming a Power Niche.

Suddenly, without you realizing how easy it was, you are the best in the world at something. Wow!  Within your niche, everyone wants you around, and the more you are around, the more people you meet, the more your knowledge increases. It becomes an incredible virtuous cycle to grow the power of your Power Niche.

You not only are useful in your niche for “what you know”, but you are also starting to get to know everyone and therefore become useful also for “who you know”. You know people, and you have heard before that “it’s not what you know, it’s who you know.”  And trust me, that is very true. Now you know all the key players.

So your power grows and grows. There is no stopping you now.  You are the owner of a Power Niche!

Bruce_StachenfeldBruce Stachenfeld is the managing partner of Duval & Stachenfeld LLP, an approximately 70-lawyer law firm based in midtown Manhattan. The firm is known as “The Pure Play in Real Estate Law” because all of its practice areas are focused around real estate. With more than 50 full-time real estate lawyers, the firm is one of the largest real estate law practices in New York City. You can contact Bruce by email at thehedgehoglawyer@gmail.com. Bruce also writes The Real Estate Philosopher™, which contains applications of Bruce’s eclectic, insightful, and outside-the-box thinking to the real estate world. If you would like to read previous articles or subscribe, please click here.

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