Regardless of your profession, learn how to market yourself
Reality TV isn’t really my thing, but Fox Network’s latest offering about a wrestling maven-bikini model-turned-television-anchorwoman got me thinking about how we market ourselves. This young woman confesses that she may not have the years of training for the job, but she has always wanted to be an anchorwoman. She figures that demonstrating her “talent” on this show will help her secure that dream anchorwoman job.
I’d never think of participating in a reality TV show as a means to fulfilling a career wish, but, judging from all of the “American Idol,” “So You Think You Can Dance,” etc. hopefuls, many people do.
But most of us aren’t bikini models who want to be anchorwomen, and no one I know has gone on a reality TV show to achieve their career goals. The best way to succeed in business is to market yourself effectively.
Even the most savvy business executives must successfully market themselves. It doesn’t matter how much time, effort and money your organization puts into marketing campaigns. If key personnel come across disengaged and lackluster, it will affect your company’s success.
Friends sometimes come to me for career advice. These folks are successful, well-educated, experienced businesspeople. They’re hard workers, intelligent and dedicated, yet they don’t always market themselves as well as they should. During our conversations, I ask to see their resumes and cover letters, and am surprised to see how often these wonderful people are downplaying their best assets.
In all fairness, it’s not the easiest thing to sing your own praises. Easy or not, in order to market ourselves, our skills, and our companies, we have to learn how to do it comfortably.
I have a friend who has worked for a highly specialized company for 20 years. During our conversation – and in his cover letter – he seemed embarrassed that he’d been with the same company for so long and couldn’t offer more diverse experience. As I continued to question him, he mentioned that he’d been promoted multiple times, substantially increasing his responsibilities each time. He’d learned relevant new business skills on the job and through industry-related courses. None of this was in his cover letter. What I see is a dedicated, loyal, valued employee – a real find in a crowded marketplace of job-seekers.
In contrast, some people look great on paper, with dazzling credentials and experience, but when you actually meet them in person, they’re, well, underwhelming. It’s great to have an introduction letter that sizzles, but you also need to demonstrate your winning personality face-to-face.
Regardless of your profession, think of yourself as a marketer with a primary goal of promoting yourself. To successfully grow your business (or land your dream job), you first have to sell yourself.
Selling your staff
Doing business is all about building personal relationships. I could work with any law office or bank in the state. I choose my professional contacts based on their experience, sure, but my decision also is based on their personalities. Unless they’re the only game in town, I have to like them in order to hire them. And I work with people who convince me – through their personalities and their willingness to meet my needs – that doing business with them will be a pleasant experience.
When a company wants to hire a marketing agency, there are many competent firms that can design an ad or place a story in the newspaper. Besides possessing a certain skill set, does the agency’s staff impress you with their personalities? During a new business presentation, I highlight our agency’s capabilities, but I also sell my staff and myself, demonstrating to potential new clients what sets our agency apart from the dozens of other qualified firms in the state.
It’s also important to consider where you’re marketing yourself.
Think of the audience you’re targeting for your own personal marketing campaign, and decide how you can connect with this key demographic. If you’re looking for a new job as a nurse, it’s wise to attend health-care seminars, professional meetings and other events to meet people, network and demonstrate the skills, experience and compassion that you offer. If you’re a corporate lawyer looking to increase your portfolio of small local businesses, you should be marketing yourself at chamber of commerce events and small-business expos, meeting people and demonstrating what you’ll offer that the law firm down the street does not.
We often recommend a “surround sound” approach for our clients, meaning they should deliver consistent messages through a variety of channels to effectively reach their target audiences. Market yourself the same way.
If you’re looking for business, it’s not enough to place an ad and sit back, waiting for your telephone to ring. Attend networking events, volunteer somewhere that allows you to showcase your skills, meet with people, and demonstrate your confident, winning personality.
By the way, the wrestler-bikini-model-anchorwoman’s show was canceled after only one episode. I’m sure, however, it’s not the last we’ll hear of “Anchorwoman” Lauren Jones.
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