I’ve recently finished reading Duct Tape Marketing by John Jantsch about small business marketing. It was a very informative read and will be a great resource to come back to. While reading, as I am not a small business owner, I couldn’t help but to substitute the ‘small  business’ for ‘personal brand’. I always was thinking of ways to utilize the resources between the covers in supporting my personal brand. There are a lot of elements, if not most, that can help an individual form a solid strategy in creating and promoting one’s personal brand.

Though each chapter is filled with great content I want to focus on the epilogue in the back of the book. In the epilogue John lays out five steps in bringing your plans to form a ‘small business’ marketing snapshot.

Below is my translation of ‘bringing your plans to life with a ‘personal branding’ snapshot’:

Step #0. State your primary personal branding goals for the year.

Like anything else, you need to have a starting and an ending point. Where do you want to be one year from now? holding what position? with what company? Determine how you want to be perceived and what’s going to make you stand out. Your personal brand is not how you perceive it, it’s the perception others have on you, your actions will define this. Work towards acquiring your dream job for your dream company by first defining your personal brand and setting goals.

Step #1. Describe your ideal work situation (employment).

Everyone has a dream job or are (should be) passionate about something. Let it be known. With the new age of recruiting utilizing social media tools, companies are seeking you out based on the information provided within your social spaces. I think as this social space evolves even further you won’t be looking for jobs, the jobs will be looking for you. If you don’t express your ideal work situation those opportunities won’t be able to find you. Make yourself searchable. 

Step #2. Write your core message points.

What is it that makes up you?  Why would anybody want you to work with them or for them? This is the heart and soul of your personal branding. You will really need to dig deep and you may even have to ask for help from colleagues, family, friends, etc. — What makes you unique? Define and market these characteristics.

Step #3. Develope personal branding marketing materials.

The sky is the limit with marketing materials for your personal brand. The more creative the more memorable. With thousands of people crossing everyone’s path, being memorable is what matters. Other than printed materials (not a resume) you may include video, blogging, or podcasts. It’s easier for opportunities to seek you out when you’re conversing and sharing valuable content on your expertise or passion. Through utilizing the free social media tools it makes you findable on search engines and within social networks.

Step #4. Outline your platforms of engagement.

A couple of years ago I would have said to always keep an updated resume on hand along with your business cards, but those days are becoming ancient history. It’s only a matter of time before resumes become extinct. Instead, there will be sites like LinkedIn and even Facebook, FriendFeed, and Twitter that will connect you to future employment. This is where your true identity resides, so beware, your career depends on it. Develope a system in how you are going to use all of these platforms. For me, I have LinkedIn, Twitter, and FriendFeed as my primary professional social networks. My Facebook page is more focused on family and friends but will slowly be migrating to include my professional space as well. What purpose will each of these networks serve and how are you going to use them? Create valuable content of your industry.

Step #5. Deliver your personal brand.

The true test comes when an opportunity knocks at your front door. Making the team and putting on a uniform every game with a prestigious name is only half the battle. What are you going to do when it’s your turn to step up to the plate? This is how your brand is truly defined, living up to your message.

What do you think? Is there anything you would add or take away?

Marketing is getting people who have a specific need or problem to know, like, and trust you.

This is the definition John Jantsch uses for small business marketing. John is the author of  “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide“. This is the type of book where you read it once and ideas flow, then you read it again filling in your own marketing strategy. It really gets you excited about communicating your business.

Everyone is in the marketing business.

John refers to this statement over and over again. Regardless of your product or service, your in the marketing business. Small business owners get overwhelmed in even a simple thought of implementing any kind of marketing on top of running their day-to-day business operations. If you, as a business owner, use just one core ingredient to start out with your  plan, your business will reap benefits. But, the outcome lies in being consistent and true to that one ingredient. When your ready, grab some more duct tape and put its sticky system to use.

Before you can implement anything there are two elements that must be answered:

1.) Identify your ideal client.

What does your most loyal customer look like?

2.) You don’t sell goods and services, you sell solutions to problems.

What are you really selling? (click here for further thoughts)

After some soul-searching and really understanding who your client is and what they’re really purchasing, this lays down a solid foundation to build a successful campaign.

John really emphasizes on creating a group of extremely loyal customers (influencers), and then utilizing his referral system. This group of influencers can take your profits from a flat line to a steady upward slope.

Not only did I read this book with  a mindset of marketing a small business, I also read it in terms of marketing my own personal brand. I think there are a lot of relevant elements in doing so… I want to dig a little deeper into this thought and will post something soon.

This book definitely needs to be in the hands of anyone doing any kind of business. It’s a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators.

Is this a two thumbs up read? If you’ve read it, let me know what you thought?

Photo courtesy of mrkittycatguy

This weekend I started reading “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide” by John Jantsch (amazon link). He also has a very informative blog and podcast.

I am currently a little over half way through and right off the bat, 30 pages in, he poses a question that I couldn’t get out of my mind. I stopped, pondered and grabbed an old fashion pen and paper and started writing.

This question is an important aspect in forming a solid marketing plan and doing any type of loyal business. The way you answer is even more crucial.

What are you really selling?

Answering this question correctly is the first step in setting your business apart from your competition. It’s what encourages repeat business and referrals. It’s what creates a trusting and well-respected relationship between seller and buyer.

Most will answer this question with some kind of product or service, some kind of physicality. But that’s not the case at all. As a business owner you need to dig deep and do some soul-searching in what it really is that consumers are purchasing from you.

As a Realtor, for example, your answer shouldn’t be just homes. What you are really selling are memories, neighborhoods, sense of security, pride, new chapters, new beginnings, 4th of July barbecues on the back deck, snow forts in the front yard, etc.

Once you are able to communicate to the buyers what they’re really buying (and disclosing what’s in it for them) then your service becomes unique.

Tom Peters quotes the Harley Davidson executive who said: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” They don’t sell motorcycles.

So, what are you really selling?