ARTICLE TEXT:
SELF
PROMOTION
Today, self promotion
is an imperative.
Humility and understatement
can be commendable but costly virtues in the current marketplace.
The Pareto Principal, in which 80% of business
is supposedly generated by repeat customers, referrals and
recommendations is like the Italian economist himself, Pareto
… ….long since buried.
At present low response
rates to market, sales and relationship initiatives are being
rationalised as consequences of existing and prospective clients
being distracted by the fallout from the Global Financial
Crisis. Wrong!
It is indeed the marketing,
sales and relationship initiatives which are being dismissed
or ignored as distractions from the primary focus as stretched
and often stressed business owners and leaders address the
priorities of the day. Many are up to their elbows
in alligators.
Relationships are valued
and protected. Tenuous holds on income streams are
quarantined, with recommendations and referrals minimised.
A loss of sales potential, a relationship or friend
for any reason is too much to contemplate, let alone bear.
So, any and all emphases
on self promotion need to be defined, confined and refined,
to ensure that there is relevance, benefit and advantage to
target audiences of such endeavours. Big noters and
” blow-hards” are presently and will in the future falter
on the alter of growth opportunities.
It is said, and widely
accepted, that man cannot survive on bread alone.
So too companies with public relations campaigns. The
measure of success in the prevailing economy and marketplace
is not quantified in the column centremetres of “free ink”
in trade, business and commerce publications and websites.
“A picture is worth
a 1,000 words” is a well travelled truism. However,
this misquote of Confusius is incomplete.
The missing phrase is “……..but a picture doesn't tell the
full story.”
The business life experiences
of former elite sports people are similar. Past glories,
victories and fame do open doors, but they seldom close deals.
Well crafted editorials
are much the same. Editors and readers alike dismiss,
scorn at and laugh down hackneyed phrases like “the nation's
biggest”, “the world's best” “the market's number one”.
Figuratively and literally such contentions are “unbelievable”.
So, dispel such contentions if credibility is important
to you, your image and message.
COMPLEMENTARY COMMUNICATIONS
Missives from professional
public relations consultants are often transparently, self
serving (to the interest of clients ) . In isolation
most achieve little.
Complementary strategies,
tactics and communications including advertising, displays
product /service sampling, networking and one-on-one communication
are typically required to “close the loop”.
Having stimulated interest,
established a presence and developed awareness, recognition
and preference for a brand, it is logical that reinforcement
of such via medium of promotional products is implemented.
In a sea of sameness
an ongoing presence of a company logo and brand name does
establish a subliminal foundation on which to progress the
sales and marketing processes.
THE ESSENTIAL THREE
RS
In pursuit of effective
self promotion certain essentials need to be respected and
utilised.
As a starting point
one needs to review The Three Rs ……
WRITING
Written text instils
a measure, a focus and discipline. Review of words
used and sentiments expressed is typically instinctive.
Written text differs
appreciably from the structure of the spoken word.
It tends to be more concise, comprehension is higher and the
orientation to the intent of the communication is noticeable.
In short, a well structured
text reflects and projects a well considered case.
READING
All self promotion
material must necessarily focus on the recipients and highlight
the advantages, benefits and confidence which will be or are
also to be accorded them.
The underlying concept
of “self promotion” is mirror-like in its character.
Whilst the goal may be to promote the sender of the material,
it will only ever be effective if the benefits flow to the
recipient.
So in “self promotion”
don't be selfish.
REINFORCEMENT
Too often, self promotion
initiatives are spasmodic, isolated and fractured.
Consistency
and continuity are virtues.
Therefore, all relevant
communication channels need to be deployed, including trade
magazines and promotional products.
Images, perceptions, logos, packaging
and product/service presentations need to be reinforced, consistently.
Self promotion is part of the branding process and the disciplines
need to be respected and deployed.
NEVER TOO MUCH
Professional service
consultants consistently allocate up to 40% of their
own time and resources on the promotion of their business,
which typically centres on them (read: self).
That's the reality.
Now, all that one need do is to develop the ability
and discipline to differentiate the person from the product
(which may still be the person). For example, entertainers
often talk about themselves in the third person. Tom
Hanks will refer to “Tom Hanks” or “he” in interviews.
Little wonder this
great self promoter can command fees of up to $70 (US) million
for a single movie role. He has truly overcome his
own …
“Angels and Demons”
