"I hate self-promotion."
Before you utter the words, “I hate self-promotion” one more time...
…take a peek at this article.
Recently, I ran into a colleague of mine that I hadn’t heard from in a couple years.
As we caught up a bit on each other’s lives, I mentioned to him that we should connect back on social to keep the dialog going.
He told me that he took down his social accounts.
The reason?
“I hate self-promotion.”
Tell me how you really feel, why don’t you :)
On one hand, I completely understand his perspective. For years, I hated it, too.
When I first started my photography business, I thought to myself, “well, word will get around about my work and I’ll book gigs that way.”
As a result, I spent a lot of time staring at the walls in my apartment, hoping that the phone would ring.
And it rarely did for the first year and a half.
Why?
Well, that brings me to the other hand…
If people don’t know you exist when they’re searching for someone to help them with the problem that you solve, then no one will know to reach out to you.
Period.
Regardless of your particular flavor of expertise, there are tons and tons of other people who specialize in easing people’s pain, and they’re all over the internet, actively building relationships with the same people that would benefit from your help.
Now, they might yield better results by working with you due to the way your frameworks resonate with them as you hold their hand through the process, but they have absolutely no idea that you even exist.
But, my work is referral based, I don’t need to self-promote, you might respond.
Fair point…
…but let me throw a hypothetical scenario at you before you walk away with your mind convinced.
What if the potential client referred to you also had another referral option from which to choose, as well?
What if that other expert contrasted your laissez-faire promotion strategy with a comprehensive online presence complete with active social accounts, a consistent newsletter and engaging potential clients comments, likes and questions?
The content the other expert shares provides immediate, short-term value while also providing a glimpse into their personality and how they collaborate with their clients to ensure success.
If you were in the position of choosing who to contact first, which would you choose?
In my experience, it’s 10 out of 10 times I’m contacting the other person first. I feel more comfortable starting a conversation with someone who shows their cards before I even pick up the phone.
At the end of the day, it’s not your birthright to have a flourishing business full of clients banging on your door day-after-day.
You have to earn that shit.
Is it a pain in the ass to consistently create content?
Of course it is…
But, then again, it’s a part of the deal of committing to being in the business of transformation.
We must continuously earn the attention of those we serve in order for them to have the opportunity to qualify whether or not we’re the best fit to work with them.
The faster you realize the importance of creating a compelling promotional strategy, the faster you will get to amass a community of folks who not only need what you offer, but also appreciate the way in which you do it based on your methodology and approach.
Keep that in mind the next time you find yourself bitching and moaning about writing another post…
The juice is worth the squeeze :)
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www.johndemato.com/personal-brand
Please and thank you :)