SpeakerArticles.net

Archive for the ‘Marketing’ Category

Keith Ferrazzi

Every job I’ve ever had, I’ve made an effort to brand myself as an innovator, a thinker, a salesman, and someone who could get stuff done. When I was just a management trainee at ICI, my first job out of college, I sent a set of recommendations to the CEO. So he never responded. I never stopped sending those e-mails.

It’s just silly to think you can’t impact people’s personal and professional expectations of who you are. By making the effort, you can break the glass ceiling by expanding people’s view of your capability. What we’re really talking about here is taking charge of your personal brand, consciously and consistently.

The novelist Milan Kundera once reflected that flirting is the promise of sex with no guarantee. A successful brand, then, is the promise and guarantee of a mind-shattering experience each and every time. It’s the e-mail you always read because of who it’s from. It’s the employee who always gets the cool projects.

To become a brand, you’ve got to become relentlessly focused on what you do that adds value. Here are three steps to get you on the road to becoming the next Oprah Winfrey:

1.    Develop a Personal Branding Message (PBM)
A brand is nothing less than everything everyone thinks of when they see or hear your name. The best brands, like the most interesting people, have a distinct message. Your PBM comes from your content/unique value proposition, as we discussed in the last chapter, and a process of self-evaluation. It involves finding out what’s really in a name—your name. It calls for you to identify your uniqueness and how you can put that uniqueness to work. It’s not a specific task so much as the cultivation of a mind-set.

What do you want people to think when they hear or read your name? What product or service can you best provide? Take your skills, combine them with your passions, and find out where in the market, or within your own company, they can best be applied.

Your message is always an offshoot of your mission and your content.

Your positioning message should include a list of words that you want people to use when referring to you. Writing those words down are a big first step in having others believe them. Ask your most trusted friends what words they would use to describe you, for good and for bad. Ask them what are the most important skills and attributes you bring to the table.

2.    Package the Brand
Most people’s judgments and impressions are based on visuals—everything other than the words you speak that communicates to others what you’re about. For everyone in every field—let’s be real—looks count, so you’d better look polished and professional.

There is one general, overarching caveat in this step: Stand out! Style matters. Whether you like it or not, clothing, letterheads, hairstyles, business cards, office space, and conversational style are noticed—big time. The design of your brand is critical. Buy some new clothes. Take an honest look at how you present yourself. Ask others how they see you. How do you wish to be seen?

3.    Broadcast Your Brand
You’ve got to become your own PR firm. Take on the projects no one wants at work. Never ask for more pay until after you’ve been doing the job successfully and become invaluable. Get on convention panels. Write articles for trade journals and company newsletters. Send e-mails filled with creative ideas to your CEO. Design your own Me, Inc. brochure. Develop your brand online. The world is your stage. Your message is your “play.” The character you portray is your brand. Look the part; live the part.

Remember, you have a choice: Be distinct or be extinct. Want people to recognize how much you have to offer? Then it’s your job to do everything in your power to make it easy for them – and that means relentless commitment to quality.

Update: Just saw Dan Schawbel’s great post from earlier this week on ”branding by association.” Check it out.

Your turn: Whose brand do you most admire?

The author of Who’s Got Your Back and Never Eat Alone, Keith Ferrazzi is the world’s foremost expert on business relationship development. More information about Keith Ferrazzi’s speaking availability can be found at Speakers.com.

David Weinberger

Monday’s WSJ had a good article by Sarah Needleman on companies using Twitter as a public relations tool.

Obviously, companies are paying attention to Twitter because lots of people have joined it; if it were a startup with 500 users, big companies wouldn’t care about it. But the way the massness of Twitter works may be teaching companies a lesson about the Web overall, and about markets.

Traditionally, marketing views a market as the set of potential customers — roughly, the people who are or might be made interested in the company’s offerings, and who are in a position to make a purchase. Marketers then segment their market according to some defining characteristics relevant to how the company can pique their interest and move them to completing a sale. Which means that messages define markets: Marketers choose age or ethnicity as the defining characteristics (for example) only if they think that those traits carve off a set of people susceptible to the same message.

Now, Twitter has this odd property of being able to support multiple scales: It works if you’re Ashton Kutcher with two million followers or if you’re a college kid with four followers. For Kutcher, Twitter is a mass medium. For most of his followers, it’s a far more social medium. This ability to work easily and simultaneously at scales separated by orders of magnitude is distinctive of the Web itself. Oh, sure, you could organize a phone bank to reach two million folks with your message, but that’s the opposite of an easy and natural use of telephones. For the Web, it’s just what it does.

Marketers are among those not used to this sort of continuity of scaling. Traditional marketing has aimed for the efficiencies bigger scales bring. Even the 1990s interest in “personalization” was a type of mass customization. So, it’s interesting to watch as marketers try to adjust to this new, slippery environment. The companies cited in the WSJ article seem not to be paying attention exclusively to Twitterers with huge followings. That by itself is a useful webby lesson to learn. But will marketers figure out how to make marketing scalable up and down, without violating norms?

David Weinberger is the co-author of the The Cluetrain Manifesto, the bestseller that cut through the hype and told business what the Web was really about. More information about David’s speaking availability can be found at Speakers.com.