How Can I Promote Myself In An Ethical Authentic Way?
How Can I Promote Myself In An Ethical Authentic Way?
Speak to a lawyer or an accountant today or a medical practitioner and the chances are they will snub their noses at some of the aggressive techniques other professionals for example financial advisers and trainers use to promote themselves. It is as if there is something unethical about promoting oneself. The truth is it can be unethical for any person or professional or otherwise to be a shameless self promoter if they promote themselves in an unethical manner.
If for example they engage in misleading or deceptive behaviour such as promising services which can never realistically be delivered. In financial advice this has occurred and it seems because there is such a high degree of lack of knowledge in the community that many unscrupulous operators are forever prepared to promote their products and services in an unethical fashion.
The key in self promotion is integrity transparency
For sure some professionals have adopted a more aggressive marketing approach often marketing themselves in highly visible methods through networks newspaper articles blog entries multiple and consistent entries on Facebook My Space LinkedIn and Spoke. While there is a risk of this behaviour offending or at least “turning off” prospective clients there is little doubt that a congruous and “always on” approach to self promotion will have the effect of making your services frontofmind with prospective customers. It may well be a case of better being seen and heard than not.
Word of mouth referrals
Many professionals rely on wordof mouth. It is an opportune and reliable method of growing a professional practice. Positive wordofmouth is the main source of new business for many soloists therapists and practitioners and networking is a good way to build it. In the world of networking indeed in the world of business most people are prepared to and indeed enjoy referring one person to another. They see this role as one which eventually will be reciprocated; so for absolutely no effort a favour can be given.
Is it shameless to promote oneself to people? No. Not if it’s done with integrity and service. A good plumber will always leave their card or a fridge magnet so you can call them if needed or in the case when a friend or relative happens to be new to the area and asks you if you know a good plumber then their name is referred. This is business.
Prepare an Elevator Pitch
Every professional needs to have a highly pithy memorable way of describing what they do.
Some sales trainers as a case in point can be highly creative in this space: One has this pitch “I train sales teams win hundreds of millions in new business”. It’s aggressive for sure. But shameless? Not if he has a track record in achieving such outcomes.
Let’s say you are a Relationships counsellor. You start telling the people you meet through networking that you “specialise in resolving tricky relationship problems.” You would not mention names of course but there’s every chance that a saved relationship will result in one or both of the couple speaking about the professional who helped them.
There’s nothing shameless about telling everyone you meet what you do; nor in preparedness always to say that you would welcome referrals from them. It greases the wheels of business.
About the writer: Anton Pearce is known online as ‘The Profit Mentor’. If you’re a coach therapist or personal growth professional Anton can help you grow your business online turn your expertise into profitable new income streams and help more people without working longer hours. All using marketing social media strategies that protect and enhance your reputation. Visit http://antonpearce.com for more free resources.
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