(c) 2013 Brookwoods Group Inc 1
Brookwoods Group Self MarketingTips
John Sweney
(c) 2013 Brookwoods Group Inc 2
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
(c) 2013 Brookwoods Group Inc 3
But first…
Perception• What you see• What you hear• What you taste and smell• What you feel
Ugly old woman
Beautiful young woman
Rabbit
Duck
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…
5000
6000
4000
other
5000
6000
4000
4100
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
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
(c) 2013 Brookwoods Group Inc 11
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
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Goal Setting is EASY!
• Just do it!• Make it measurable!• Write it down!• Post it on your wall!• Share it with the Universe!
(c) 2013 Brookwoods Group Inc 13
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
(c) 2013 Brookwoods Group Inc 14
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’)
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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
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• 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
(c) 2014 Brookwoods Group Inc 17
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
(c) 2013 Brookwoods Group Inc 18
Are you a floor wax or a dessert topping?
You can’t be both!
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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!
(c) 2013 Brookwoods Group Inc 20
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
(c) 2014 Brookwoods Group Inc 21
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!
(c) 2013 Brookwoods Group Inc 22
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
(c) 2014 Brookwoods Group Inc 23
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.
(c) 2013 Brookwoods Group Inc 24
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
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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
(c) 2013 Brookwoods Group Inc 26
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
(c) 2014 Brookwoods Group Inc 27
Did you do Step One?
You will stand out!
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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?