Close your eyes and try to visualize the president of the United States. You probably get a pretty clear image of George W. in your head. Now, repeat the exercise trying to envision other famous people you know -- perhaps Martin Luther King, Jr., Martha Stewart, or Jerry Seinfeld. These faces are probably branded on your brain cells. Why? Because the media keeps reminding you of these people.
This is exactly what you should be shooting for when you market yourself. You want everyone in your area to know who you are and what you do, so when they think of a product or service you sell, your face pops up first and foremost in their minds.
Remember, you are not just a salesperson. You are a business. Consider yourself You, Inc. You are the President, CEO, and CFO of You, Inc. and you want everyone in your neighborhood, across the nation, and around the world to know it. And the best way to accomplish that goal is to create for yourself a strong brand presence.
Advertise Yourself
You may be so busy advertising your products and your company that you have forgotten the single most important asset you should be advertising -- yourself. Remember, before customers are going to buy from you, they have to buy into you as an individual.
If your company encourages you to set up a Web page or blog on its site, doing so is perfectly acceptable, but you should really have your own Web site or blog, as well, with your name or nickname or however people know you as the domain name. I have several websites, one of which is AboutRalph.com. Everyone knows where to find me, no matter where in the world I am and what company I am working for.
Find Something Unique to Promote
In 2003, I discovered an 11-foot tall, 500-pound nail that was being auctioned off on eBay and bought it for $3,000. The “Big Nail” was a recognizable symbol in the Detroit area where I sell real estate. When I purchased the Big Nail, I had no idea what I was going to do with it, but it has since become the center of my marketing campaign. You can visit it at BigNail.com .
The Big Nail has been in local parades, attended major fundraising events, and has even managed to appear in the local newspapers … with me standing right there next to it.
You may not be a Big Nail guy or gal, but you need to find some equivalent, something that you and others around you can get excited about, and then promote it!
Design a Consistent Look and Feel
The more creative you are, the more variation you probably enjoy. When it comes to branding yourself, however, variation is your sworn enemy. All of your marketing materials should have plenty of snap, crackle, and pop, but they should all do it through a consistent look and feel that “brands” your name and face on prospective and current customers.
Establish a Presence on the Internet
Even if your customers do not normally purchase the types of products or services you sell online, you can be sure that many of your customers and prospective customers do their research on the Internet when making a purchase decision. If you are not online, you are missing a huge opportunity to boost sales and revenue and gather more lifelong customers.
I have more than 200 Web sites and blogs of my very own, which I refer to as my personal spider web. These websites and blogs work separately and together to promote one another. I am not suggesting that you immediately try to launch 200 websites, but I do highly recommend that you have at least one blog or website of your very own.
Make the News
Even though the news may not always report the facts, appearing on the news or in the news as the resident expert in your field instantly boosts your credibility.
Contact the media in your area, and let them know that you are ready, willing, and able to be interviewed. Remember, they have columns and air time they have to fill every single day. You can obtain a great deal of positive, free exposure just by making yourself available.
If you are a fairly good writer, offer to write an article or commentary for the local newspaper or for magazines or online publications. In addition to boosting your credibility and your visibility, articles may lead to other media opportunities.
Remember, good salespeople target markets and customers. Great salespeople make themselves the target.
