As an entrepreneur you should always be talking about yourself. Always Be Selling. Remember, you are selling yourself as well as your brand. Because you should be selling all the time, there are three things you should develop and perfect regarding self-marketing and they are; framing, case study and the eBook. When you meet someone for the first time, this question will always come up, “What do you do for a living?” or some variation of this question. This is the moment when you go straight to your pitch. It does not matter if they are potential customers or not, because they may know your potential customer. Always Be Selling or Always Be Marketing.
Your pitch is your unique selling point so you have to frame it right. Framing, in this context is answering the question, “What do you do for a living?” Start by describing your ideal client in generality, then describe a scenario that your ideal client would be in and how you would help. You start by saying something like this, “Say you were, fill in the blank (ideal client description) and you had fill in the blank (scenario) well I could do this to help… ” Also you should be prepared to respond to the obvious follow up statement that any sane person would ask after hearing your pitch.
Now with your case study, it’s kind of like name-dropping except that the name might not be recognizable. Nowadays however, if someone doesn’t know or recognize the name but you manage to make a good impression, then they will Google it. Your case study should be specific and detailed but leave out confidential information and also be sure to ask for permission first before talking about a former or current client. Best practise is to have them sign a waiver. The case study is not just about relaying information but making a case for why anyone would pay you for your offering. You should describe the challenge in the case study and relate it to them subtly; paint a picture by getting them a view of what the world would be like if this was their challenge and it went away. Be sure to empathize with how your former or current client got to the point where they needed your help. Let them know many people have been in that situation as you tell about your case study. At the end of your case study, you should do a call to action.