Personal Marketing for WomenWhat is it that makes us so uncomfortable about marketing?
As a woman, and as a coach to many women, professionals and entrepreneurs, I have given this much thought and heard many answers. Let me share with you some of those answers and some strategies to transform marketing into one of your favorite activities.
Answer 1: I feel so phony!
Authenticity is a value many of us share. We don't want to create relationships based on false information. We don't want to buy from those who sell us an image but cannot
back up the service or product. So we are wary of portraying ourselves inauthentically as well. Ask yourself: how is it that I am being "phony"? How can I bring more of who I am into my outreach efforts. How can I speak honestly about how my ethics are represented in the manner in which I conduct business? When you answer these questions, be sure to incorporate the answers into your marketing strategies.
Answer 2: I don't know how to market.
Many times we are so concerned with the "right" way to do something, that we do nothing instead.
Sometimes it boils down to "I don't know what I want." First, determine who you are, and what you offer. If it feels comfortable, then that comfort level will be communicated to others. Do you know how to have a conversation with another person? Then do that. Think of marketing as a conversation with another person or group of people. When you engage in conversation, you will learn what your clients need from you and you will be able to address those needs. If you continue to be ineffective, by all means hire someone who can effectively market for you.
Answer 3: I am so overwhelmed with all the avenues for marketing!
Yes, there are many marketing opportunities.
It can be overwhelming. So there is a great need for targeting your audience, for creating a niche for yourself. Pick your avenues based on where your target audience is apt to go. If you have a very focused market, then research websites and organizations where you might find those in your target audience. If you prefer to remain in the background, write articles, join chat rooms, represent your name and your website as a resource for those in your market audience to go to. I am a big advocate of personal marketing. I believe that experiencing the person, product or service first hand is the best marketing available. Whether the experience happens through a workshop or presentation, or a phone call, a networking event or a personal introduction, personal marketing is very effective.
Answer 4: It seems so impersonal.
Women tend to place a great emphasis on relationships. Women are generally skillful at developing and managing relationships.
Use that ability in the context of marketing. People buy products and services based as much, if not more, on the person behind them as they do on the product or service itself. All things being equal, I believe that most of us will choose to deal with the individual who inspires trust. Develop your marketing strategies as if you were developing a relationship with the client. You are. Allow who you are to shine through. Those that are attracted to you will come. Those that are not attracted to those qualities you exhibit will go elsewhere. And that is fine.
Answer 5: If I target a market, I will exclude so many other potential buyers.
Don't try to be all things to all people. Decide who you are, what you offer, what is unique about you and your product or service, and tell people about it. Your marketing will be focused and your time and energy better utilized if you are concerned with only one segment of the population.
This niche will drive the context in which you develop your product or service, the places you will choose as marketing avenues and the manner in which you evolve your business.
Let me add, marketing does not only apply to business owners and entrepreneurs.
As an employee, there is a need to market yourself daily to your organization and industry. Keep your skills sharp, take advantage of opportunities for professional development, and apply networking skills to those in your organization and industry. Make yourself an invaluable resource. Make people aware of your accomplishments and your commitment as a means to market yourself for your next position.
Marketing is not a dirty word.
It is a valuable tool for all of us and one that can be most enjoyable and successful when aligned with our personal and professional values.
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© Alicia M. Rodriguez, 2008. All rights reserved.
Please feel free to forward this on.
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Reproduction for publication is approved, provided the copyright information is
included along with the following attribution: by Alicia M. Rodriguez, M.A., Personal Coach, Soul Centered Life Management™, 410-544-5262 , E-Mail: aliciamr@sclmcoach.com and website: www.sclmcoach.com
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