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.
Last but not least, your eBook. Your eBook is to act as bait when you are not present to make your pitch and also to reinforce the value you offer. Your eBook does not have to be an eBook but it can be a series of articles. Think of it as your manifesto. Your eBook helps to establish trust and without trust you have nothing. Keep the title of your eBook or articles simple; anyone should be able to tell what they are about by the title and the first three sentences. This eBook should teach people in generality what your methods are to get results. You should make it easy for them to also share your ideas; either through offering your eBook free or create a place preferably online to discuss your ideas. If you feel the need to sell your eBook then you should charge no more than $10 and maybe $15 for a paperback copy. Another way you could recoup some funds for the time you spent on writing your eBook is through advertising. Offer complimentary companies or individuals space in your eBook at cost (you should keep this really low). This strategy has two benefits; you are making contacts in your space and getting your name out, as well as creating an income stream.
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