Self promotion!the need never diminshes

One of the most important things i’ve discovered about self promotion is that the need for it never diminishes.I’ve been well-served by following self-imposed discipline.Do something promotional every single day.To me,marketing and promoting myself is as much a part of my daily routine as exercising,taking my Xango,reading information on the internet.This is quite contrary to most peoples’ approach,which is to pay attention to self promotion in spurts,often only when waning sales mandate or some opportunity drops from the sky.So,my rule is not to go to sleep at night until I’ve met my daily self promotion minimum.Some days it migh really be minimal:making one phone call,making a quick video to post on youtube,writing a Press release,getting new guest for the hollischapmanshow,getting an email blast out to everyone who has visited my website.But i always do at least one thing.

Here is another of my most important discoveries; the vital need to retell your entire sales story every time you go to your marketplace,constituency,or even your own,most responsive customers.It’s natural to assume that your customers know all about your credentials,expertise,experience,and attributes and do not need to hear about all that for the umpteenth time.It is even natural to assume they may tire of hearing about it.But i can assure you that marketing results,including valid split-test(i.e., carefully testing one variable against another; for example,two different prices or two different headlines) prove this assumption wrong-and costly-and demonstrate the importance of retelling your whole,best story each and every time.

It’s also dangerous to tire of telling your own story. I personally fight this from time to time.In a speech or doing an interview,or setting down to write a sales letter to my own customers.I find myself shortcutting the “why you should pay attention to my advice”part of the sales story only because I’m tired of telling it.When i catch myself, i dig in and find yet one more way to organize and deliver that information in an interesting and persuasive way.

It is very beneficial to develop expert status and celebrity staus within your particular market.

The third of the three most important things I’ve learned about self promotion is that we tend to gloss over certain facts about our expertise or knowledge that we feel are not worthy of recognition or emphasis.Yet these facts are usually impotant,intriguing,and persuasive to others.A quote from Sports Agent Mark McCormack,”Many companies fail to place a prium on the real dollar worth of their expertise.”He goes on to describe a vast and valuable body of knowledge he acquired in working with over 1,000 companies on promotions involving athltes and celebrites.He took this experience for granted and gave it away for free for too many years,later realing it not only had value in real dollars,but was actually his most useful tool for attracting new corporate clients.

Similarly,I find most people fail to place proper premium on their experience,knowledge,and stregths,and too often fail to make maximum use of everything they possess for self promotion.

Even experiences based on past tragedy or disappointment may have present-day value.For example, I often mention in my speeches that,early in my career, i stumbled badly,went through personal bankruptcy,started over from scratch,and had to make up lost time and money to create wealth and success.You tell people your story,people will be inspired.They had had similar experiences and encouraged by my story.I might help them stand up,be strong,to get the courage to do the same thing.I learned from that,and as a result,have often made a point of talking about this on my internet talk show that feature small business owners and authors.I take the position that there is more to learn from somebody who has failed as well as succeeded.

I’ve worked with many clients developing self marketing videos and articles for their businesses.

You can always uncover a number of  strengths,assets,experiences,and expertise that were being taken for granted and not being judged worthy of promotion.Yet they provided real promotional power when properly used.

How to promote yourself

You will learn how to coach others to promote yourself.Your friends,family,customers and business associates already love you.Why not ask them to continue supporting you and your business through referrals.

There are three easy steps to creating glowing testimonials.The first is to simply be aware.We all love compliments.Next time you receive one don’t just say thank you.Look the person right in the eye and say,”thank you for noticing,that is so kind.A great testimonial like that could be so helpful to my business.Would you mind writing it down for me on your letterhead?Thank you”

The second step is to use these testimonials to promote your business and make new prospects into clients.Testimonials are one of the easiest,most effective,and lowest cost promotion tools.

Step three is to reap the benefits with increased exposure and a more profitable business.

The best way to grow your business to the next level is by joining forces with the competition.

Approach your competitor and ask about sharing your leads list.This may be hard to do at first,we work so hard on building our list.If you find someone with the same business ideas,you can build a strong competitive association.

You will more than double your database of leads up new market areas,and put your foot in the doors of many new opportunities for marketing,speaking,social media business. You can’t take every social media,marketing contract,and neither can your new partner,so you are the first to refer one another.

This association will grow your businesses quickly,increased your credibility,support your clients,and improved your service.

You  never know where and when business will come your way.Seek a referral from your competition for referral is perceived as one of the best forms of flattery.

When you help and support others it comes back to you many times over in increased referrals,respect,and more business than you can handle.So stop worrying about your  competition.Don’t fight them;join them!

Marketing!Finding Your Specialization

Marketing is as old as trade itself,and as natural as breathing.Some people are born with the innate ability to sell,while others develop it as a skill. I fall into the later category. I’m still developing and honing my skill. I’ts a life-long work in progress.

Selling,marketing,and promotion are three separate function but all interconnected.Promotion is a function of marketing,and marketing is a function of selling.I tend to use the three terms interchangeably,but the bottom line is about selling a product,whatever that product might be.

In my case, i am the product.I sell me. Who better to sell me,than me? I have line extensions,such as my teaching,but i am the brand,not my classes. I use ancillary products as tools to promote my product-me. I am the authority on marketing-top browser ranking,That statement is my mission.

I haven’t reached the pinnacle of my mission yet, but that’s not the point.The point is,I have a mission statement,and everything I do is sync with that.For each new opportunity presented to me I ask, does it fit my mission? If not, I pass on it.There are very few generalist success stories in my marketing field.

It is that specialization that is the first of the major marketing hurdles you need to clear before you can successful.

Tips to ask yourself:

How professional does my advertising look?
Is my marketing unique and does it focus on my branding image?
How do i answer the phone?
Do i return phone calls promptly?
Do i have value based pricing?
Do i treat my customers like royalty?
Do my customers provide me with repeat and referral business?

All this examination made me go back to mission statement and unique branding to see if i was really providing what I advertised!

I promote myself as the eye on marketing performance! My eyes now not only see what areas my clients want me focus on, but they look inward to see if i am offering excellence in my business performance.

How do you see yourself? Are you ready and willing to take a closer look at your uniqueness?

Sell Yourself and the Money Come Easy

Self promotion doesn’t just make sense.It makes money.You can substantially increase the fees that you set and get or the salary you command simply by blowing your horn and tooting your flute.You can set and get any fee or salary you want to as long as you can adequately differentiate yourself from competitors who charge or request less.

To be successful,you have to be unique,so different, that if people want what you have,they have to come to you to get it.And once they do,they”ll pay the price- your price.

You must add magic to your message in a way that clearly sets you apart from others who do what you do and want what you want.So what makes you different?

Present yourself as a specialist.Talk about your special skills,your special area of expertise,and clients with whom you specialize.Discuss your accomplishments and awards,degrees,and other recognition you’ve received.Recall former occupation or areas of study.

If you’re going to promote yourself up the financial ladder,you must become the world’s ultimate information source,the number one authority,and the foremost expert on you.

Complete a list of ten things that make you different,ten “onlys” and ten benefits that those you serve receive from you.That “ammunition’ will help you give yourself credit where credit is due,and help convince others of your value.