Self Marketing by John Sweney, Brookwoods Group (May2014)

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John Sweney, co-founder and CEO of Brookwoods Group in Houston, Texas, discusses techniques used by successful job seekers to “market yourself” most effectively to prospective (and current) clients.

Published in: Recruiting & HR, Business, Career
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Self Marketing by John Sweney, Brookwoods Group (May2014)

  1. 1. (c) 2013 Brookwoods Group Inc 1
  2. 2. Brookwoods Group Self MarketingTips John Sweney (c) 2013 Brookwoods Group Inc 2
  3. 3. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2013 Brookwoods Group Inc 3
  4. 4. But first… Perception • What you see • What you hear • What you taste and smell • What you feel
  5. 5. Ugly old woman Beautiful young woman Rabbit Duck
  6. 6. What’s the point? • Different people can perceive the same thing differently. • There is seldom a “right” or “wrong” perception. • Everyone’s perception is both valid and valuable!
  7. 7. Our expectations… 5000 6000 4000 other 5000 6000 4000 4100
  8. 8. What’s the point? • Our perception is shadowed by our expectations of the future and our experience in the past. • This applies even when there is a “right” or “wrong” answer.
  9. 9. • Any number from 1 to 9 • Your number times 9 • Add the two digits • Your number minus 5 • Match to alphabet letter • Your letter starts country name • 2nd letter of country starts animal name • Color of animal • GREY ELEPHANT in DENMARK! Ice Breaker
  10. 10. What’s the point? • With shared experiences, we can relate to each other more easily
  11. 11. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2013 Brookwoods Group Inc 11 Where to you want to be in a year?
  12. 12. Goal Setting is EASY! • Monthly revenue (net expenses) • Number of active clients (diversity) • Monthly value of pipeline proposals • Your JOY factors: – Angels vs Demons Balance – Work vs This vs That Balance – Talent vs Skills Balance (c) 2013 Brookwoods Group Inc 12
  13. 13. Goal Setting is EASY! • Just do it! • Make it measurable! • Write it down! • Post it on your wall! • Share it with the Universe! (c) 2013 Brookwoods Group Inc 13
  14. 14. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2013 Brookwoods Group Inc 14 Who are you kidding?
  15. 15. You are a product! • You are not special; not unique • You are a solution to a problem • What are the three problems you solve really well? • What are your “features” that allow you to solve the problems very well? • What benefits will your clients derive by your solution (vs others’) (c) 2013 Brookwoods Group Inc 15
  16. 16. You are a product • Media Relations • Speechwriting • Press Releases • Change Comms • Merger Comms • People Management • Budget Management • Marketing Comms • eCommerce Strategy • Branding • Events Production • Media Training • Crisis Communications (c) 2013 Brookwoods Group Inc 16 • Media Relations • Speechwriting • Press Releases • Change Comms • Merger Comms • People Management • Budget Management • Marketing Comms • eCommerce Strategy • Branding • Events Production • Media Training • Crisis Communications FEATURES • Experience of 18 mergers • Relevant relationships • Plan templates • Communication templates • Proven Process • Integrates with others BENEFITS • Up to speed quickly • Reduced risk • Cost effective • Stakeholders happy
  17. 17. Tools to know thyself • Personal Branding http://www.reachcc.com/ • StrengthsFinder 2.0 – Amazon has the book for $16 – online assessment FIRST, then read (c) 2014 Brookwoods Group Inc 17
  18. 18. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2013 Brookwoods Group Inc 18 Are you a floor wax or a dessert topping?
  19. 19. You can’t be both! (c) 2013 Brookwoods Group Inc 19
  20. 20. Articulate your offering What do you love to do AND do better than anyone else AND is of value to companies who will PAY for this value. Just like any other marketing plan! Define your customers What are the companies you WANT to work with? Who are the people in those companies? Research, research, research! Develop your messages and deliverables You would rather be VERY appealing to a small number of people than [merely] somewhat appealing to a larger number. Deliver and Repeat You will get sick of repeating your key messages, but it will still be news to every prospect you meet! (c) 2013 Brookwoods Group Inc 20
  21. 21. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2014 Brookwoods Group Inc 21 Have you read your own collateral lately?
  22. 22. You know your stuff You have generated results Credibility You go beyond what is asked for You spread the credit Responsibility You do what you say you’ll do You keep people informed Reliability You keep confidences You tell the truth Trustworthiness Reputation...  Enjoy the opportunity  Be a real consultant  Integrate to the team  Share your knowledge  Exceed expectations  Make your mama proud! (c) 2013 Brookwoods Group Inc 22
  23. 23. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2014 Brookwoods Group Inc 23 It is not about collecting business cards?
  24. 24. Get OUT and get face-to-face Nothing is more valuable than meeting people. They get to judge and evaluate you in just seconds. (Good! It works both ways!). It is ALWAYS about them! Use all other channels Call, e-mail, write, tweet, link, etc. Most people respond best to just one or two channels, so cover them all. Make it PERSONAL You have some relatable connection to almost everyone. Look on their LinkedIn, their Facebook, their Company, and USE THAT. Never presume But… You are not [yet] a friend; you have no right to expect a response; you cannot hound; and you better add value each time. (c) 2013 Brookwoods Group Inc 24
  25. 25. Related ideas… Digital Elevator Pitch Join Professional Association Digital Business Card Community Service Create a Blog Attend Seminars Video Blogging “Like” Something Attend Webinars Join a Professional “Group” Request Recommendations Join an Alumni “Group” Round-table Opportunities Engage / Comment Online Infographic Summary Donate your skills 25
  26. 26. Connect with us online!  Follow us on Twitter @BrookwoodsGroup  Like us on Facebook BrookwoodsGroup  Connect to us on LinkedIn company=brookwoods-group  Subscribe to our postings www.brookwoods.com (c) 2013 Brookwoods Group Inc 26
  27. 27. What we are covering today: • How to set your goal • How to understand your “product” offering • How to develop your personal marketing plan • How to develop great marketing collateral • How to network like a pro • How to know you have succeeded (c) 2014 Brookwoods Group Inc 27 Did you do Step One?
  28. 28. You will stand out!
  29. 29. (c) 2013 Brookwoods Group Inc 29
  30. 30. Establish trust To be a more effective professional… Uncover needs Provide a solution
  31. 31. Objective benefits Cost Respect for the individual Trust in the group Trust of the individual 1. Trust of the individual 2. Respect for the individual 3. Trust in the group 4. Objective benefits 5. Cost Engagement decisions
  32. 32. Hours dedicated each week Age or experience Gender Team player Persistence Prep and planning What makes the difference?

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