How to Market Yourself

Author: Anna Hutchens.
Note: Dennis Roberts can be contacted through Anna Hutchens, and to contact Anna about anything in this article, email anna_hutchens@yahoo.com.au or call 0410 644 100.

The difference between you and your business is that there is no difference. You are your business, and your business is you. If I have learnt anything in establishing myself as a young businesswoman, it is the above. You must be very clear on who you are and what your values are. Ask yourself, 'Why did I get into business (and this specific business) in the first place? Why is it important to you to provide your service, or, what's in it for you? This is where your values and your mission in life are central to marketing yourself. What do you want to give to others (the benefits, not the features of your business, such as more free time, less stress)?

What is it about what you do that is unique and different from what anyone else in your industry is offering? This is what is known as your USP, or 'unique selling proposition'. Once you've clarified your USP, capitalise on it, as it is what buyers will use to distinguish you or your idea from your competitors.

Getting clear on who you are and what you're passionate about doing adds greater conviction to why you're selling what your selling to a particular market, you need to walk your talk. That is, you need to be congruent or aligned with that not only in your business dealings, but also in all other areas of your life so that clients can see for themselves that you are a trustworthy model/example of what you offer. For example, if you are a fitness trainer, you want to be aligned with the message you pass onto your clients by taking care of your own body, health/fitness, having a healthy weight/physique, exercising regularly, eating and drinking in moderation, getting adequate rest. You don't want to be a chain smoker, heavily overweight who lives on coffee and doughnuts! Dennis Roberts, a mentor of mine, once said about marketing yourself that "to be in integrity, marketing is an extension of your greater self...be yourself, have fun, and stand out from the crowd...the most inspirational thing you can do for others is to be yourself".

Also, when it comes to creating a blurb or an elevator pitch as a marketing strategy, you must really promote yourself, and what value you can add to that person or others in their industry. Having worked with people in developing their own pitch, it's amazing to reflect on how difficult it is for so many people to talk about themselves as though they're worth it! 'Well, I could maybe do this for you, I'm just a..., but if you need any help sometime, um...' Would you buy that? Of course not! You must be passionate about what you do, and believe 100% in the value you bring. Dennis shares that marketing yourself must be done "without humility...there's no place for modesty in marketing". Just remember that no one else can value what you do unless you value it first.

Do your research. Talk to someone in marketing, visit business centres & ask for advice (marketers may have consultation fees), review flyers, advertisements, business cards, websites - including marketing websites such as gmarketing.com, marketing strategies of those already in your industry to get a feel for what is out there in the market already and to get some ideas for yourself. Next step is to create a way to present yourself or this service in an innovative, fresh and snappy way that grabs attention. Consider also brainstorming ways to get your product or service out there in places where you will be seen (are there other industries, businesses you could align with & do value-adds for each other?). Research all the business network groups you can attend - as well as groups of other industries - to meet a diversity of people with various interests. The old saying, it's not what you know but who you know remains true (for exceptional networking ideas, advice and resources, check out Robyn Henderson at www.networkingtowin.com).

Notice too, how your competitors 'present' their business - not in terms of packaging, but in terms of the language and 'hooks' they use to attract business. The simplest formula for doing well in business, is to give people what they want and need, and what better way to find out what people want than to listen to them tell you? So often people in business go out and 'sell' what they think people need or want, when people in fact want and need something else from such a business. Why not invite your prospective client to share with you what it is they are looking for. Find out what your potential company, organisation or employer is looking for and familiarise yourself with their current changes, challenges and opportunities, then market yourself with these issues in mind. Give your client or prospective employer a reason to not leave.

And finally on a personal level, vital to marketing yourself is to take care of yourself and your appearance. While on a personal level you may not judge others by how they look, what I am talking about is something far more subliminal. In a split second we get a first impression of others by the way they look, sound, shake your hand, hold themselves, smell and so forth. Even on your days 'off', remember that your best business advertisement is you, so you want the general public (and your clients you run into at the beach, supermarket, health club or cinema), to pick up that you are genuine, trustworthy and a congruent character. If you find it hard to appear respectable and trustworthy, prospective clients will be hard-pressed to find reasons to invest or trust in what you offer in business.

'Copyright 2003 Youth 2 Youth'

Disclaimer: This article is for your information, but it may not apply to or be suitable for your situation, so seek professional advice. Youth 2 Youth or Y-Biz Hothouse cannot be held liable for anything resulting from how you use the information provided in this article.