Transcript 1 Get the basics right...then you can start

Terry’s Top 10 Tips
for Personal Marketing
Terry Kendrick
01603 628818
[email protected]
www.terrykendrick.co.uk
What is personal marketing
and why should I bother?
• Personal marketing is making sure that people
think of you and give you a chance
• Selling is converting the chance they give you
into a sale
• Selling is hard work without previous effective
personal marketing. When competitive
products and services are roughly equal,
people often buy from people they like and
trust
Why Terry’s Top 10 Tips?
• You need ACTION points rather
than a whole book!
• These may not be the full story but
they’ll move you on
• Because I can use them to show
you in this lecture how I’ve been
successful
Let’s get this out of the way first........
•
It means more work
•
I tried it before
•
It’s just a fad
•
It might cost money
•
There might not be much in it
•
Networking is enough for me
•
Lots of other reasons!
OK here come Terry’s Top 10 Tips..........
1. Get the basics right...then you can start
• Make sure you are an
expert, highly professional
and established as a real
player.
• This is essential to
survival and collaboration
(but not necessarily
enough to win business!)
2. Be clear who you are marketing
• Think carefully about how you want to be
perceived by clients. Make sure there are
enough of them who will see this as a “hot
button” to make it worthwhile creating this
image (dare I say personal brand??).
• Only then start to think about looking for
collaborators to help you create/ communicate
your existing /new image
3. Be clear on what you are hoping
to achieve by marketing yourself.
• Are you trying to get
more clients? Or
“better” clients? What
do you want out of
your business life?
• Your self marketing
mindset should be
built around this.
4. Look for collaborators, not targets
• Think of it as fishing. Where are your
favourite fish (clients) in this big lake?
• Who else might help you to catch
them? How do you make sure that
your line is near them when they get
hungry or need something?
• When looking for help to market
yourself try not to use the language of
war - think of collaborators rather
than “targets”. You should be
sharing not hitting!
• Make your own luck!
5. Be honest. Are you worth the effort?
• Market yourself to yourself. Would you
collaborate with you if you weren’t a
relation?
• If not, get down to a detailed and honest
personal strengths and weaknesses analysis
(involve others!). It’s no good marketing
something you don’t believe passionately in.
You just won’t be convincing. You might be
able to sell you (push yourself on people)but
you won’t be able to market you (get them
looking for you)
6 Make sure it happens
• Assuming that you understand
what you want to market, who
you want to market to, who the
best collaborators are, and you
have absolute confidence in the
product (you) then start to
PLAN
• (I’m sorry I know it’s hard work
and difficult to commit to. At
the very least, it’s important to
plan to increase your chances of
luck!)
7 Choose the appropriate approaches
It is absolutely key to make sure
that all this interaction is
CO-ORDINATED and gives a
CONSISTENT message
OVER A PERIOD OF TIME.
Do not expect immediate results and
do not be disappointed if your first
personal marketing activities
seem to have no effect (It takes
time. They are probably
working).
8 Get yourself on the web
• Consider a personal website to point people to. Give
some information away for free. Personal marketing is
about developing collaborators not battering people to
buy you. Websites are nice gentle shop windows
• This should not be difficult if you are PLANNING your
personal marketing activities. It will only be difficult if
you are PLAYING at personal marketing.
• If you haven’t enough material
to make a personal website interesting
- worry!
9. Have your own marketing action lists
with milestones
• Set yourself a quantified target.
Examples might include:
– x number of letters out per week (“Hello”s, “Thank you’s”
“I was just thinking..”s and others)
– x number of articles written in the next six months
– do x minutes of personal marketing every day
• THEN DO IT!!!
10. Be persistent and monitor progress
• Review how you are doing. How will
you know if your personal marketing is
working?
• Have realistic expectations of your
personal marketing impact, but check
that you are making progress.
Piecemeal personal marketing will
almost certainly disappoint.