The Art of Self-Promotion: A Primer

a guest post by Kathy Gruver

(www.bizchicksrule.com) — “It’s not what you know it’s who you know” has never been more true than it is today. Connections and self-promotion are the cornerstones of a successful business. Here are some pointers I’ve picked up along the way.

Learn from the boy scouts

I’ve been to so many mixers where people are unprepared with no business cards, no pen and an almost apologetic way of introducing themselves. Have enough cards and have them ready to hand out, especially at a function where meeting contacts is the objective.

Show your muscles

One of the first things my father taught me was to have a firm hand shake. I’ve met both men and women where "limp fish" doesn’t even begin to describe their greeting. Shake with gusto and look the person in the eye.

The name game

Unless you are Cher, Sting, Madonna or some other pop star; say your FULL name. Have a short description (elevator speech) of what you do. When you talk about yourself, speak proudly and with passion, and others will be interested in what you have to say. I have friends that are amazed that everywhere I go someone walks away with my card. Not because I’m pushy, but my enthusiasm about what I do is contagious. If someone offers you a business card, make sure you look at it and acknowledge what you see. And if you say you are going to call or “do lunch,” please follow through!

Toot away

Be the best at what you do. You have to believe that you are fabulous! You must. Because if you don’t, why will anyone else? I remember the first day of acting class my teacher turned to one of the students and asked her if she was a good actress. The student turned her eyes down and said, “Yeah, I guess so.” The instructor looked to the rest of the class and said, “Anyone a GOOD actress, because that’s what I want to hire. If you can’t tell me you’re good, I’m moving on to the next person.” That has stuck with me since 1988. You have to toot your own horn and be confident in what you do.

Orderly conduct

You never know who is a contact, a possible customer or your next investor. Watch your behavior in public. I’ve been to business mixers where women were dressed inappropriately, drunk and dancing like a fool in the corner. (All while proudly wearing a nametag that displayed their business name.) I’m all for having fun but propriety is needed, especially in small towns.

Visualize your turn signal

I see more and more people with personalized license plates and magnets advertising their business on their car. What a great idea. Unless you drive like a maniac and yell at other drivers. Years ago when I was waiting tables, I was slightly late for work. Some idiot was taking his good old time crossing the street. I turned anyway barely missing him. Sure enough, who was my first customer of the morning? Crosswalk guy. I asked if I could take his order and he looked at me and said, “Didn’t you just try to kill me?” I didn’t get a tip but I did learn a lesson. Watch your emotions when you drive; the man you flip off today just might be hiring you tomorrow.

Chutzpah

Be ballsy. Don’t be afraid to talk to people or tell them what you do. I saw a woman in line in front of me at a store who was rubbing her own shoulder and trying to turn her head from side to side. She was obviously in pain. I commented that it looked she needed a massage. She said she sure did so I gave her a card. She never called, but two days later a friend of hers did and she’s been a client since. Guts pay off. I’ve found places to live, investments, good friends, amazing clients and fabulous wine by talking to strangers.

Surf the ‘net

Take advantage of the on-line world. Get a website or blog (keep it current) and list it on all of your marketing material. Communicate with people via Twitter, Facebook, MySpace or LinkedIn. However, since now anyone with a cell phone is paparazzi, watch what ends up on the Web. Your “wacky” MySpace page may come back to bite you when your boss Googles your name or possible clients see you stripping on YouTube. Not to be paranoid, but things have a way of showing up when you thought no one knew about them. Keep your private life as private as you can and use the Web as a tool!

And lastly, pursue your dreams, be true to yourself, and succeed!

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Kathy Gruver is a Doctor of Traditional Naturopathy, owner of Healing Circle Massage, a former actor and is pursuing her Masters and Ph.D. in Natural Health. She is a health educator and gets great pleasure in encouraging women in business. She can be found at www.healingcirclemassage.com and www.healthieroffice.com.

(image: Newscom)

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