| What's your area of self marketing expertise? Not sure what that means? Well, you have one, but it's possible you
haven't isolated and cultivated it yet.
Before defining "area of self marketing
expertise," allow me to share how I unwittingly stumbled into one years' ago at a
cocktail party.
"You're in real estate; you'll know," my friend
said with an inquisitive look on his face. "What company is moving into that big
office building under construction along the freeway?" This was a problematic
question for me, because I hadn't even noticed the office building under construction
along the freeway.
It was 2001, and I had just left a position in college
administration for a brand-new career in commercial real estate. After two weeks on the
job, I went to a party where three separate people asked me questions about office
buildings, retailers and condominium construction. I must have sounded pretty stupid,
because I had trouble answering all of them.
I had spent my first two weeks on the job diligently
learning about the legal, technical and even mathematical aspects of real estate. But at
the party, nobody wanted to know the boring stuff. They wanted to talk about the sexy,
glamorous side of the industry.
Something suddenly became quite clear: It wasn't enough to
become technically proficient in my new trade. I had to become an expert on those things
related to commercial real estate that were most fascinating to people outside the
profession.
I made a commitment to become an expert on the most
interesting aspects. I studied the local marketplace. I read every magazine, newspaper and
website I could find that related to construction, real estate, business expansion and
economic development. I became the "Cliff Clavin" of growth and development in
my town.
Armed with a collection of eyebrow-raising stats and
trivia, I had something to talk about at social gatherings. Better yet, I had material to
pitch to the local media, allowing me to become a go-to source. Community groups booked me
as a luncheon speaker, and I even started an economic development radio talk show. All of
this public exposure was good for business.
I didn't realize it at the time, but I accidentally
discovered an "area of self marketing expertise." Everyone is hopefully an
expert in his or her profession, but an area of self marketing expertise is quite
different. It consists of the most fascinating aspects of your job, company or industry.
So, what's your area of self marketing expertise?
If you're not sure, sit down with a few friends and explain
what you do. Ask them what they find most interesting. Take notes.
Once you have decided on your area of self marketing
expertise, think about how you will communicate it in an intriguing way. When that's
mastered, it's time to put your area of self marketing expertise to work for you. Use it
at networking events, in newsletter articles, in public speaking, when dealing with the
press and in your social media postings.
Professionals who have well defined and carefully crafted
areas of self marketing expertise will ultimately be more successful, because they never
run out of interesting things to talk about. An area of self marketing expertise becomes a
magnet, attracting people to you.
When people are dazzled by what you have to say, they'll be
more than happy to hire you when they need help with the more technical and
"boring" aspects of your profession. |
