The Brand Called “You”: Establishing Yourself as a Marketable Product

The Brand Called “You”: Establishing Yourself as a Marketable Product
Have you ever looked at a competitor and thought, “I’m better than this person. I’m smarter. I provide a better service. Why does this guy get more customers than I?”? It’s boggling sometimes to see someone you know is a clearly inferior professional who clearly makes more money and possibly makes less.
Establishing Yourself as a Marketable Product
The world is not fair.
Entrepreneurs don’t need to be told about the injustices that exist in any given industry. But there is a fair way to even the playing field to your advantage. It’s called personal branding. The leading professionals, the ones whose client bases seem to expand even during down times and who boast mid-six-figure incomes, continually attract clients because they have created a personal brand identity. And as any marketer will tell you, the brand is everything. If you want to turn yourself into a saleable, valued asset – instead of just another face in the crowd – you must build your brand. Continue reading The Brand Called “You”: Establishing Yourself as a Marketable Product

Scoring Big with Small Domains: You can go small and get big.

Scoring Big with Small Domains: You can go small and get big.

Personal Branding means narrowing your audience from “just everyone” to the people most likely to respond to your message. It means remaining focused while your competition markets to everyone with a pulse.
Scoring Big with Small Domains: You can go small and get big.

But does this kind of specialization really work? Here’s proof that your domain – your target audience – doesn’t have to be big to make you serious money.

Case Study: Advising NFL Stars
Few financial professionals have chosen a niche as specialized – or as challenging –as Kenneth W. Ready. A 19-year industry veteran who works for Prudential Securities’ Denver office, Ready advises 50 National Football League players. (He doesn’t actively seek any other type of client.) His domain is a world of big salaries, short time horizons, and high expectations. Continue reading Scoring Big with Small Domains: You can go small and get big.

Mysterious Underground Marketing: 
What is viral marketing – and how does it affect your business and career?
 


Mysterious Underground Marketing: 
What is viral marketing – and how does it affect your business and career?


Viral marketing (also called buzz marketing) encourages word of mouth, or “buzz,” by giving your prospect something exciting or valuable to share with others. That “something” can be vital information, a special offer, or a preview of your useful products or services.

The Potential for Exponential Growth
Facebook represents the classic viral marketing success story. In an 18-month period, this Internet service provider gained 120 million subscribers – much of that growth attributed to the simple inclusion of the opportunity to add a friend. The phenomenal success of The Hangover started from buzz.

 You can take steps to create your own “buzz” for your business and/or job search.

If you’re focusing online, you might think about creating a buzz among your current clients – offering an incentive to a segment of your book (a gift) if they forward this valuable information or offer to three friends who must respond back to you (and no more than three, and only from the initial e-mail). Continue reading Mysterious Underground Marketing: 
What is viral marketing – and how does it affect your business and career?
 


The Maturation of Social Media ROI

The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of the maturation of social media ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve. Continue reading The Maturation of Social Media ROI