John Sweney, co-founder and CEO of Brookwoods Group in Houston, Texas, discusses techniques used by successful job seekers to “market yourself” most effectively to prospective (and current) clients.
3. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2013 Brookwoods Group Inc 3
6. What’s the point?
• Different people can perceive
the same thing differently.
• There is seldom a “right” or
“wrong” perception.
• Everyone’s perception is both
valid and valuable!
8. What’s the point?
• Our perception is shadowed by
our expectations of the future
and our experience in the past.
• This applies even when there is
a “right” or “wrong” answer.
9. • Any number from 1 to 9
• Your number times 9
• Add the two digits
• Your number minus 5
• Match to alphabet letter
• Your letter starts country name
• 2nd letter of country starts animal name
• Color of animal
• GREY ELEPHANT in DENMARK!
Ice Breaker
10. What’s the point?
• With shared experiences, we
can relate to each other more
easily
11. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2013 Brookwoods Group Inc 11
Where to you want to be
in a year?
12. Goal Setting is EASY!
• Monthly revenue (net expenses)
• Number of active clients (diversity)
• Monthly value of pipeline proposals
• Your JOY factors:
– Angels vs Demons Balance
– Work vs This vs That Balance
– Talent vs Skills Balance
(c) 2013 Brookwoods Group Inc 12
13. Goal Setting is EASY!
• Just do it!
• Make it measurable!
• Write it down!
• Post it on your wall!
• Share it with the Universe!
(c) 2013 Brookwoods Group Inc 13
14. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2013 Brookwoods Group Inc 14
Who are you kidding?
15. You are a product!
• You are not special; not unique
• You are a solution to a problem
• What are the three problems
you solve really well?
• What are your “features” that allow you
to solve the problems very well?
• What benefits will your clients derive by
your solution (vs others’)
(c) 2013 Brookwoods Group Inc 15
16. You are a product
• Media Relations
• Speechwriting
• Press Releases
• Change Comms
• Merger Comms
• People Management
• Budget Management
• Marketing Comms
• eCommerce Strategy
• Branding
• Events Production
• Media Training
• Crisis Communications
(c) 2013 Brookwoods Group Inc 16
• Media Relations
• Speechwriting
• Press Releases
• Change Comms
• Merger Comms
• People Management
• Budget Management
• Marketing Comms
• eCommerce Strategy
• Branding
• Events Production
• Media Training
• Crisis Communications
FEATURES
• Experience of 18 mergers
• Relevant relationships
• Plan templates
• Communication templates
• Proven Process
• Integrates with others
BENEFITS
• Up to speed quickly
• Reduced risk
• Cost effective
• Stakeholders happy
17. Tools to know thyself
• Personal Branding
http://www.reachcc.com/
• StrengthsFinder 2.0
– Amazon has the book for $16
– online assessment FIRST, then read
(c) 2014 Brookwoods Group Inc 17
18. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2013 Brookwoods Group Inc 18
Are you a floor wax or a dessert topping?
19. You can’t be both!
(c) 2013 Brookwoods Group Inc 19
20. Articulate your offering
What do you love to do AND do better than anyone else AND is of
value to companies who will PAY for this value.
Just like any other marketing plan!
Define your customers
What are the companies you WANT to work with? Who are the
people in those companies? Research, research, research!
Develop your messages and deliverables
You would rather be VERY appealing to a small number of people
than [merely] somewhat appealing to a larger number.
Deliver and Repeat
You will get sick of repeating your key messages, but it will still be
news to every prospect you meet!
(c) 2013 Brookwoods Group Inc 20
21. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2014 Brookwoods Group Inc 21
Have you read your own collateral lately?
22. You know your stuff
You have generated results
Credibility
You go beyond what is asked for
You spread the credit
Responsibility
You do what you say you’ll do
You keep people informed
Reliability
You keep confidences
You tell the truth
Trustworthiness
Reputation...
Enjoy the
opportunity
Be a real
consultant
Integrate to
the team
Share your
knowledge
Exceed
expectations
Make your
mama
proud!
(c) 2013 Brookwoods Group Inc 22
23. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2014 Brookwoods Group Inc 23
It is not about collecting business cards?
24. Get OUT and get face-to-face
Nothing is more valuable than meeting people. They get to judge
and evaluate you in just seconds. (Good! It works both ways!).
It is ALWAYS about them!
Use all other channels
Call, e-mail, write, tweet, link, etc. Most people respond best to just
one or two channels, so cover them all.
Make it PERSONAL
You have some relatable connection to almost everyone. Look on
their LinkedIn, their Facebook, their Company, and USE THAT.
Never presume
But… You are not [yet] a friend; you have no right to expect a
response; you cannot hound; and you better add value each time.
(c) 2013 Brookwoods Group Inc 24
25. Related ideas…
Digital Elevator Pitch Join Professional Association
Digital Business Card Community Service
Create a Blog Attend Seminars
Video Blogging “Like” Something
Attend Webinars Join a Professional “Group”
Request Recommendations Join an Alumni “Group”
Round-table Opportunities Engage / Comment Online
Infographic Summary Donate your skills
25
26. Connect with us online!
Follow us on Twitter
@BrookwoodsGroup
Like us on Facebook
BrookwoodsGroup
Connect to us on LinkedIn
company=brookwoods-group
Subscribe to our postings
www.brookwoods.com
(c) 2013 Brookwoods Group Inc 26
27. What we are covering today:
• How to set your goal
• How to understand your “product” offering
• How to develop your personal marketing plan
• How to develop great marketing collateral
• How to network like a pro
• How to know you have succeeded
(c) 2014 Brookwoods Group Inc 27
Did you do Step One?
30. Establish trust
To be a more effective professional…
Uncover needs
Provide a solution
31. Objective benefits
Cost
Respect for the individual
Trust in the group
Trust of the individual
1. Trust of the individual
2. Respect for the individual
3. Trust in the group
4. Objective benefits
5. Cost
Engagement decisions
32. Hours dedicated each week
Age or experience
Gender
Team player
Persistence
Prep and planning
What makes the difference?