Self Marketing by John Sweney, Brookwoods Group (May2014)

transcript

Brookwoods Group Self MarketingTips

John Sweney

What we are covering today:

• How to set your goal• How to understand your “product”

offering• How to develop your personal

marketing plan• How to develop great marketing

collateral• How to network like a pro• How to know you have succeeded

But first…

Perception• What you see• What you hear• What you taste and smell• What you feel

Ugly old woman

Beautiful young woman

Rabbit

What’s the point?

• Different people can perceive the same thing differently.

• There is seldom a “right” or “wrong” perception.

• Everyone’s perception is both valid and valuable!

Our expectations…

What’s the point?

• Our perception is shadowed by our expectations of the future and our experience in the past.

• This applies even when there is a “right” or “wrong” answer.

• Any number from 1 to 9• Your number times 9• Add the two digits• Your number minus 5• Match to alphabet letter• Your letter starts country name• 2nd letter of country starts animal

name• Color of animal• GREY ELEPHANT in DENMARK!

Ice Breaker

What’s the point?

• With shared experiences, we can relate to each other more easily

offering• How to develop your personal

marketing plan• How to develop great marketing

Where to you want to be in a year?

Goal Setting is EASY!

• Monthly revenue (net expenses)• Number of active clients (diversity)• Monthly value of pipeline proposals• Your JOY factors:

– Angels vs Demons Balance– Work vs This vs That Balance– Talent vs Skills Balance

Goal Setting is EASY!

• Just do it!• Make it measurable!• Write it down!• Post it on your wall!• Share it with the Universe!

offering• How to develop your personal marketing

plan• How to develop great marketing collateral• How to network like a pro• How to know you have succeeded

Who are you kidding?

You are a product!

• You are not special; not unique• You are a solution to a problem• What are the three problems

you solve really well?• What are your “features” that

allow you to solve the problems very well?

• What benefits will your clients derive by your solution (vs others’)

You are a product

• Media Relations• Speechwriting• Press Releases• Change Comms• Merger Comms• People Management• Budget Management• Marketing Comms• eCommerce Strategy• Branding• Events Production• Media Training• Crisis

Communications

• Media Relations• Speechwriting• Press Releases• Change Comms• Merger Comms• People

Management• Budget

Management• Marketing Comms• eCommerce

Strategy• Branding• Events Production• Media Training• Crisis

Communications

FEATURES• Experience of 18

mergers• Relevant relationships• Plan templates• Communication

templates• Proven Process• Integrates with othersBENEFITS• Up to speed quickly• Reduced risk• Cost effective• Stakeholders happy

Tools to know thyself

• Personal Branding http://www.reachcc.com/

• StrengthsFinder 2.0– Amazon has the book for $16– online assessment FIRST, then read

• How to set your goal• How to understand your “product” offering• How to develop your personal

marketing plan• How to develop great marketing collateral• How to network like a pro• How to know you have succeeded

Are you a floor wax or a dessert topping?

You can’t be both!

Articulate your offeringWhat do you love to do AND do better than anyone else AND is of value to companies who will PAY for this value.

Just like any other marketing plan!

Define your customersWhat are the companies you WANT to work with? Who are the people in those companies? Research, research, research!

Develop your messages and deliverablesYou would rather be VERY appealing to a small number of people than [merely] somewhat appealing to a larger number.Deliver and RepeatYou will get sick of repeating your key messages, but it will still be news to every prospect you meet!

• How to set your goal• How to understand your “product” offering• How to develop your personal marketing plan• How to develop great marketing

Have you read your own collateral lately?

You know your stuffYou have generated

resultsCredibility

You go beyond what is asked forYou spread the credit

Responsibility

You do what you say you’ll do

You keep people informedReliability

You keep confidencesYou tell the truthTrustworthiness

Reputation...

Enjoy theopportunity

Be a realconsultant

Integrate to the team

Share your knowledge

Exceed expectations

Make your mama proud!

• How to set your goal• How to understand your “product” offering• How to develop your personal marketing plan• How to develop great marketing collateral• How to network like a pro• How to know you have succeeded

It is not about collecting business cards?

Get OUT and get face-to-faceNothing is more valuable than meeting people. They get to judge and evaluate you in just seconds. (Good! It works both ways!).

It is ALWAYS about them!

Use all other channelsCall, e-mail, write, tweet, link, etc. Most people respond best to just one or two channels, so cover them all.

Make it PERSONALYou have some relatable connection to almost everyone. Look on their LinkedIn, their Facebook, their Company, and USE THAT.Never presumeBut… You are not [yet] a friend; you have no right to expect a response; you cannot hound; and you better add value each time.

Related ideas…

Digital Elevator Pitch Join Professional Association

Digital Business Card Community Service

Create a Blog Attend Seminars

Video Blogging “Like” Something

Attend Webinars Join a Professional “Group”

Request Recommendations Join an Alumni “Group”

Round-table Opportunities Engage / Comment Online

Infographic Summary Donate your skills

Connect with us online!

Follow us on Twitter @BrookwoodsGroup

Like us on FacebookBrookwoodsGroup

Connect to us on LinkedIncompany=brookwoods-group

Subscribe to our postingswww.brookwoods.com

• How to set your goal• How to understand your “product” offering• How to develop your personal marketing plan• How to develop great marketing collateral• How to network like a pro• How to know you have succeeded

Did you do Step One?

You will stand out!

Establish trust

To be a more effective professional…

Uncover needs

Provide a solution

Objective benefits CostRespect for the individualTrust in the groupTrust of the individual

1.Trust of the individual 2.Respect for the individual3.Trust in the group 4.Objective benefits5.Cost

Engagement decisions

Hours dedicated each week Age or experienceGenderTeam playerPersistencePrep and planning

What makes the difference?

Self Marketing by John Sweney, Brookwoods Group (May2014)

Recruiting & HR