Start from checking the power of names, a powerful positioning tool.

1. Position Yourself
Dr. Q. J.
Yao
How to Use Advertising
Techniques to Prepare and
Promote Your Career

2. Is Your Name
Right?
 Two psychology
professors gave a group
of elementary-school
teachers the same
compositions, but with
different names:
4th graders: David and
Hubert
th

3. Names With Advantages
James Fortune 500 Chief
Executives
5%
John Fortune 500 Chief
Executives
4.2%
John Democratic
Governors
19%
John Republic Senators 14%
David, John,
Robert
Republic
Representatives
12%
Doug, Eric, Phil Republican
Governors
18%
Daniel, David, Cabinet Members 25%
From: https://www.nytimes.com/interactive/2018/04/24/upshot/women-and-men-
named-john.html

4. What’s Positioning
Understand your
audience’s
perception, find a
hole, and put your
brand there with
advertising devices.

6. Three strategies of
Positioning
Be the first: Amerigo Vespucci
& IBM
Related to the first: Avis:
“We’re #2, so we try harder.”
Related to the first from
outside: Seven-up: “the un-
cola.”

7. How to Position Yourself
Understand yourself
as a brand
 Understand your
market
 Increase your market
value
 Bring your “product”
to market

8. T = Talents
I = Interests
G = Goals
E = Experiences
R = Resources

9. High-growth categories
 New companies
 Emerging markets
 “Learn” your own
market
 Top companies
 Hot new companies
“Creative
Destructio
n”

10.  Making the Most of
Your Degree
 Take the right courses
 The right minor with
your major
 Get involved &
volunteer
 Participated in
competitions
 Internships & Summer
Jobs
 Real world experience
 They get you
connected
 They demonstrate
initiative
 Can’t find one? Create
your own!
 Networking
 Find a mentor
 Get to know “important
others”
 Stay in touch
 Build your database

11.  A Quick Checklist:
 Your big idea: what’s your “story?” (the Buc-
ee’s story)
 “The elevator test”
 What’s the “hook?”
 Your ads: cover letter, resume, and/or
portfolio (LU Career & Professional
Development)
 Your campaign!
 Target, contact, follow-up