Self Marketing by John Sweney, Brookwoods Group (May2014)

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
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

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!

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 others
BENEFITS
• 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

Are you a floor wax or a dessert topping?

You can’t be both!

Articulate your offering
What 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 customers
What are the companies you WANT to work with? Who are the
people in those companies? Research, research, research!
Develop your messages and deliverables
You would rather be VERY appealing to a small number of people
than [merely] somewhat appealing to a larger number.
Deliver and Repeat
You will get sick of repeating your key messages, but it will still be
news to every prospect you meet!

Have you read your own collateral lately?

You know your stuff
You have generated results
Credibility
You go beyond what is asked for
You spread the credit
Responsibility
You do what you say you’ll do
You keep people informed
Reliability
You keep confidences
You tell the truth
Trustworthiness
Reputation...
 Enjoy the
opportunity
 Be a real
consultant
 Integrate to
the team
 Share your
knowledge
 Exceed
expectations
 Make your
mama
proud!

It is not about collecting business cards?

Get OUT and get face-to-face
Nothing 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 channels
Call, e-mail, write, tweet, link, etc. Most people respond best to just
one or two channels, so cover them all.
Make it PERSONAL
You have some relatable connection to almost everyone. Look on
their LinkedIn, their Facebook, their Company, and USE THAT.
Never presume
But… 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
25

Connect with us online!
 Follow us on Twitter
@BrookwoodsGroup
 Like us on Facebook
BrookwoodsGroup
 Connect to us on LinkedIn
company=brookwoods-group
 Subscribe to our postings
www.brookwoods.com

Did you do Step One?

Establish trust
To be a more effective professional…
Uncover needs
Provide a solution

Objective benefits
Cost
Respect for the individual
Trust in the group
Trust of the individual
1. Trust of the individual
2. Respect for the individual
3. Trust in the group
4. Objective benefits
5. Cost
Engagement decisions

Hours dedicated each week
Age or experience
Gender
Team player
Persistence
Prep and planning
What makes the difference?

Self Marketing by John Sweney, Brookwoods Group (May2014)

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