Marketing is about developing a strategy to interest customers in the products or services you offer, and then implementing it. Marketing is a plan for how to communicate benefits. Marketing yourself is similar to marketing for profit or non-profit organizations.
Begin with determining your Unique Selling Proposition (USP) Use the formula from Duct Tape Marketing by John Jantsch: Action Verb (What you actually do) + Noun (target market you do it for) + Benefit (the result of what you do.)
Once you know your USP, think about your brand. With a brand, you plan the entire customer experience by packaging an image that reveals identity. An effective brand appeals to emotional needs, and includes things like:
30 Elements of Consumer Value at Harvard Business Review describes different kinds of value that can be provided by a product or service. Focus on benefits rather than features. Features are a factual statement, while benefits are the results that you can achieve if you use the features. An effective brand appeals to emotional needs. After you’ve done all the homework, you still have to fish for the hook.
As an individual, your products or services include your strengths, skills and talents. Sell the value you provide. Consider your target market and which media and channels are most likely to reach the audience. Media can range from print materials to videos on a website, and can vary greatly in cost. Channels can include social media like Facebook and Pinterest, Youtube, etc. Get creative to achieve wow factor without spending a lot. To get ideas, brainstorm with others and ask for feedback.
Additional tools in your marketing toolkit
Be ready with a clear, concise, creative, compelling answer to the question “what do you do?”
A verbal business card communicates value, going beyond a simple statement of occupation to describe the results that you achieve.
An elevator speech is a micro sales presentation of self, pitching the high points of an idea.
- Why You Need an Elevator Pitch (and how to create one) from Michael Hyatt
- Idea Sandbox provides Elevator Speech Basics
- More resources at Your Unique Selling Proposition
A mission statement describes who you are and what you stand for, including the values you hold most important. Create a personal mission statement with Stephen R Covey’s mission builder.
A vision statement describes what you see happening in the future
See Also: Copyblogger on Unique Selling Proposition.
Find more tools at the Brand and Purpose Toolkit, including a one page strategic plan.