Winning Through Effective Self Promotion Part 3: Four Surefire Tools That Grab Attention

Remember in the prior articles I said that people think mostly about what benefit they’ll get? They want to know what reward they’ll get for helping you. So to be effective at self promotion, you need to turn the tables, fly under radar and give these people what they want so you can get what you want.

Here are the top four Basic tools you can use to use self promotion:

Self Promotion Tool #1: Opening with a bang

In the prior article I discussed the AIDA formula. If you are using it on paper, be sure to have a powerful headline and open with a bang.

Some tests reveal the headline accounts for nearly 80% of the success of any particular promotion effort. Of course, you want the best results from your efforts at self promotion, start with a great headline.

There are hundreds of books written about crafting a decent headline. So we’ll go over some of the tips.

Your headline for promoting yourself should include these traits:

Capture attention – use words that bring about powerful emotion and if possible create desire. Hint: look at any chain letter that has circulated the Internet, those all have headlines that bring about either curiosity, fear, promises of great benefit.

• Inspire the reader to read the first part of your promotion. Don’t give the whole story in your headline! In other words, saying “Hire Brad Isaac for consulting – only $200 an hour” – tells the entire story. The reader can make a “buying decision” right there. Something more like “See how this computer geek can double your web sales in 24 hours or less…” influences the reader to keep reading.

• If you get stuck writing a headline use the words “How To” – It’s been said there’s never been a bad “how to” headline. Just plug in your main benefit after the “how to”

If you are doing this in person, you will have to adjust the formula a little. But don’t worry, I’ll be covering how below…

Promotion Tool #2 Develop The habit of showing up: By showing up, I mean get out from behind that computer and go where the people who can help you are.

If you are looking to increase your exposure so you can land a new high-profile job, then seek out the places where people in power hang. Go to meetings, seminars, join local volunteer organizations. Don’t just send an e-mail, be seen.

Woody Allen said “80 percent of success is just showing up.” You too have to show up.

If you are wanting to date and not sure what site is best to meet people, you need to show up too. Don’t just seek out singles bars and dance clubs. Bars are too much pressure in the beginning. Be creative. Join a running club or head towards a book swap. Figure out what you like doing and join a group that does it. That’s the best way to find like-minded people just like you.

Self-Promotion Tool #3 Hone a (soon to be) famous Elevator speech – The elevator speech is a term introduced recently for promoting yourself under time pressure. Here’s how an elevator speech works.

Imagine yourself boarding an elevator on the 1st floor of a business building. Right behind you the CEO of the company gets on. He suddenly turns to you and says “what do you do?”

You’re a smart person who’s read this series so you know you’ve only got 30 seconds to answer him in such a powerful way, he is compelled to invite you to his office to continue the conversation.

So the elevator speech is ultimately a 30-second or less explanation (in A.I.D.A. style) that persuades the other person to “buy into” your vision.

First, you’ll need to practice your speech. It is important to get it right. I suggest writing it down word for word. Spending some time cutting out unnecessary and superfluous words. Make it tight for the most impact.

Stated another way, an elevator speech is outright selling. What you are selling is you!

So the next time someone asks you “what do you do for a living,” Make it pop.

Here are two examples:

Computer support specialist: “I optimize home and office computers so they are 75% faster than when they first bought them, while also removing and preventing all forms of spyware and viruses. Also, I train people on how to save 2 hours per day by using their computers in a more efficient way.”

Dentist: “Aside from providing a painless and enjoyable dental visit, I work with my patients to ensure the most thorough and long lasting tooth treatments so their daily tooth care is a happier, more relaxing experience.

Can you see with those examples how the other person has a lot to gain from buying their services? With the dentist, the other person will wonder “How can a dentist provide an “enjoyable” dental visit? I want some of that!”

It’s up to the dentist to build a practice that is indeed enjoyable – don’t worry, other people have done this. So it is possible and very profitable.

Need help with your Elevator speech?

If you need help with your elevator speech. Post what you do and what you are striving for below and I’ll tune it up for you. You can post anonymously if you like.

Self Promotion Tool #4 Craft Your Business cards for self-promotion – Understand, when I say business cards, I am not talking fancy graphics or lines worth of titles. Those won’t cut it anymore.

The self promotion business card is a tool you can use to persuade people who need what you are offering to call.

The way you make a self-promotion business card is you work with both the front and back of the card.

Perhaps the best example of a business card that works as a self-promotion tool is Hugh Macleod. When he hands out a card with a cartoon on the back the recipient knows “Hey this guy makes cartoons.” There’s no reading the fine print or having to decipher any certifications. The other person knows.

Here are two examples:

Computer support specialist: “I optimize home and office computers so they are 75% faster than when they first bought them, while also removing and preventing all forms of spyware and viruses. Also, I train people on how to save 2 hours per day by using their computers in a more efficient way.”

Dentist: “Aside from providing a painless and enjoyable dental visit, I work with my patients to ensure the most thorough and long lasting tooth treatments so their daily tooth care is a happier, more relaxing experience.

Can you see with those examples how the other person has a lot to gain from buying their services? With the dentist, the other person will wonder “How can a dentist provide an “enjoyable” dental visit? I want some of that!”

It’s up to the dentist to build a practice that is indeed enjoyable – don’t worry, other people have done this. So it is possible and very profitable.

Need help with your Elevator speech?

If you need help with your elevator speech. Post what you do and what you are striving for below and I’ll tune it up for you. You can post anonymously if you like.

Self Promotion Tool #4 Craft Your Business cards for self-promotion – Understand, when I say business cards, I am not talking fancy graphics or lines worth of titles. Those won’t cut it anymore.

The self promotion business card is a tool you can use to persuade people who need what you are offering to call.

The way you make a self-promotion business card is you work with both the front and back of the card.

Perhaps the best example of a business card that works as a self-promotion tool is Hugh Macleod. When he hands out a card with a cartoon on the back the recipient knows “Hey this guy makes cartoons.” There’s no reading the fine print or having to decipher any certifications. The other person knows.

 

The same is true of your business card. You don’t necessarily have to buy new ones. You can hand write or purchase a custom-made stamp that takes care of your promotion. But on the back, provide something of value that is related to what you do best; make it conversation worthy if possible.

Here’s mine: On the back of mine I have the following:

My Most Important Goal
My Main Goal: ____________________
Date Due: ____________________
Steps: ____________________

For software that helps you optimize your goals visit:
http://www.smartgoalsoftware.com

So when I have gone through my elevator speech, I can whip out a business card and say. “If you want to try goal setting, here’s a quick first step you can take.” I explain how to use the simple form on the back of my business card. After that, I mention my contact info is on the other side in case they have a question or need more information.

My card succeeds with some great objectives. The recipient will have a reference to their main goal in their wallet with an introduction to basic goal setting. That makes my card something of value they can tack on their desk or place on their bathroom mirror if they want. It’s memorable and something valuable they will hold on to. And guess what? If they need goal tuning they’ll be coming to me.

To make your card: To start by answering what can you offer of value?

Going back to the examples above, the computer service guy could put on the back a time saving hack or tip like “Speed up your computer by 15% in 30 seconds.” Then a short blurb on turning off Indexing and resource hogging themes.”

The dentist could put one of those trade secrets (dentists: you know you have them.) Like “15 seconds to stronger teeth with this recipe.” Then list the ingredients and how to.

Notice how the business cards all have a headline and work the A.I.D.A. formula?

Need Help with your Business Card?

If you need help with the back of your business card, post what you do and what benefits you can offer people. I’ll help you hone it for impact. Other readers can add their perspectives too.

Bringing it all together

As you can see, all of these simple tools can work to your advantage. You can start with one of them and add the others as you have time.

The most important, of course, is showing up. Attend the seminars; attend the dances, the fund-raisers and professional organizations. You can’t be seen if you are not there, so…umm… be there.

Put together an elevator speech with a “sticky” business card that grabs and holds people’s attention. When you put all three together, you become the first person they call when someone needs what you offer.

Need Help or Want to Brag?

Need help? Remember, if you need help with your elevator speech or business card, post what you do and what you offer below. (You can post anonymously)

Bragging rights: Those of you who already have an effective elevator speech or business card already can brag by posting yours below too. I look forward to seeing what you come up with.

via Winning Through Effective Self Promotion Part 3: Four Surefire Tools That Grab Attention.

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