Selling Yourself: Self-Promotion

Sure, you’re selling products and services, but when your customers choose
to buy from you rather than from one of your competitors, they’re buying
into you. Although you may market and sell a host of products, remember
that your major marketing campaign should center mainly on you. You are
your own company, and by promoting yourself properly and persistently, you
ensure a long and successful future in sales.

People generally buy from people they know and trust. That’s why even
though shoppers may be able to go on the Internet and buy something for
considerably less than the street price, they often choose to shop at the local
store — a brick-and-mortar establishment. Your reputation should be so solid
that you essentially become a brick-and-mortar establishment unto yourself.

By shamelessly promoting yourself, you create the image — the impression —
you want people to have of you. Cold calls become warm calls, because people
already feel as though they know you. Do it right, and you won’t even have to
call . . . people who want what you’re selling are going to call you.

To engage in effective shameless self promotion, you first have to find something
in yourself to promote, and then promote it, as explained in the following
sections.