Issue link: https://read.dmtmag.com/i/420183
DECEMBER 2014 20 THE JOURNAL How to do it the right way Making Self-Promotion Work For You BY JOHN GRAHAM SALES MARKETING There's nothing complicated about being successful in business. It's simple and it goes like this: It's all about making a name for yourself. That's it, self-promotion. Getting known. Whether it's finding and impressing prospects, keeping current customers, or mov- ing ahead in a career, volunteering has long been the platform for gaining visibility. For some, it's serving on company committees and taking on extra assignments, or having a repu- tation as the "get it done" person. In the community, self-promotion ranges from sponsoring or coaching youth sports teams, working charity fundraisers, belonging to a service club or fraternal organization, serv- ing on non profit boards, chairing special events or helping with alumni and civic projects. Awards and commenda- tions help, too, along with photos in local, business, alumni and online publica- tions. For added visibility, pursuing elected local office and moving up from there raises the bar even higher, while Facebook, LinkedIn and other the social media can ratchet up the getting well known possibilities. It boils down to getting as much consistent "exposure" as possible, and hoping there will be a worth- while payoff. But, that takes work — lots of it. And there's no guarantee that the payback, if any, will justify the investment of energy and time. While this may seem like a bleak picture, fraught with too many hurdles and not enough assurances, there's another way to look at it, a different perspective that acknowledges being known is an essential component in achieving success. At the same time, trying to get there can be like driving at night without headlights. Be- cause of this, many who attempt to become "well known" make a fatal mistake. They as- sume that getting as much visibility as possible is what will get them there. Unfortunately, others find such behavior off-putting and neg- ative. Yet, "being known" can have immense value by letting the spotlight shine on what you do, not who you are, and that means always asking one ques- tion: "How can I help?" In other words, with the proper focus, marketing or selling yourself can lead to success without going on an endless ego trip that alienates others. And here's how to do it. Pushing aside the absurd "self-made man" myth and currently popular "bootstrap- ping", the un- avoidable fact is that we all need help in reaching our goals. Think about it. Whether it's getting a latte on the way to work, choosing what to wear for a special event, deciding on a dream home, doing a better job managing money, having ca- reer mentors, or simply figuring out a home im- provement project, we need help. What we don't want is hype. In fact, we re- ject it. The immense success of online peer rec- ommendations makes it clear that we trust our friends, associates and neighbors far more than we do "sponsored" endorsements or the slick and senseless words of clever copywriters. It goes even further — much further. We re- ject anyone who tries to "sell" us, including those who try to "sell" themselves. We refuse to be told how to think, what to buy or how to live. And our customers want exactly what we want: they want helpers, even if they don't come across them very often. Yet, they know them when we see them. They respond to those who are skilled at identifying problems and crafting workable solutions. And they're more than willing to plunk down their dollars for what makes sense to them. If there were ever "magic words" in business that express exactly what customers are waiting to hear, here they are: "How can I help?" They totally change the agenda by announcing that someone is willing to listen, learn and share, not just get. When "How can I help?" becomes the mantra, something remarkable happens. It makes people comfortable so they are more open, rather than wary and doubtful. They're also more willing to tell others about their ex- perience. That's the way it is with a long-time central Iowa builder, who says, "I love to serve. I did my own punch lists on my homes before turning them over to my customers. If I can serve you somehow, let me know." He gets it. When a young African American, a capable financial analyst, was asked if he could be in- terviewed, his response was immediate: "I'm glad to help." He gets it, too. He doesn't waste time and effort trying to sell himself. People are drawn to him because his focus is on what he can do, not who he is. After Condé Nast Traveler named XV Bea- There's nothing complicated about being successful in business. It's simple and it goes like this: It's all about making a name for yourself. That's it, self-promo- tion. Getting known.