This morning I got my dog’s hair cut.
From across the parking lot a friend saw my hat and shouted “It’s impossible to miss you!”
It’s the power of marketing…finding ways to stand out of the crowd.
Regular readers know that the average American adult is bombarded with 5,000 marketing messages every 24 hours.
As consumers we erect virtual walls around ourselves to block out the onslaught. Marketers are tasked with finding ways to break through those walls.
Simple equation, right?
Still, what do you do with someone who doesn’t want to talk about themselves?
Consider my client Suzy. She’s brilliant, talented, and extremely photogenic. She knows her business inside and out, and has contributed hugely to her employer and her industry.
So I naturally nominated her for the Business Journal’s WOMEN WHO MEAN BUSINESS award…and she protested.
“I haven’t done enough,” she cried.
Now I protested. Because if I waited until she felt she’s done enough to warrant an award, Suzy and I will both be VERY old.
In these days of political bombast, when commercials are shouting at us from every direction that this one is great and that one can solve your problems, there’s more reason than ever to build those walls around ourselves.
And on one level it’s refreshing to find people who are humble. They put their heads down and work, never seeing the promotional opportunities from their productivity, talent or physical beauty.
They’re blessed with the “Aw Shucks” gene.
Yet surviving New York City’s rough-and-tumble taught me that being shy doesn’t equal good marketing. You need to stand up and shout who you are and why it’s important to pay attention to you.
And if you’re not comfortable doing so, you need to find a guy with a megaphone and a big mouth.
Yes, someone like me.
Because failure to promote yourself in your professional community means you’ll disappear from view.
You’ll find promotional opportunities all around you. They easily include speaking at conferences, posting columns to an ever-expanding LinkedIn universe, and schmoozing at Chamber of Commerce events.
Then relax. Even if you don’t win any awards, merely staying visible will introduce you to new friends and sales prospects.
And since so much success is based on whom you know…