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Secrets of Power Marketing:
Your Guide to Personal Marketing
"If you build a better mouse trap - the world will beat a path to your door."
Do you still believe that?
Let's try another one. "Go to school; get a good job; and the company will look after you." The first statement is from Emerson - the second you might have heard from your parents. Both are no longer true. Please don't blame your parents or Emerson for their dated wisdom - things change. Don't get me wrong - you still have to be good at what you do. But today it is more important how you are perceived by others - your customers, employer, or colleagues. And it is your responsibility how you are perceived. Prospects want to know: Can you be trusted? Are you competent? Are you worth the money? It sounds unfair, but that's life, get on with it. You have the power and the responsibility to influence how others perceive you.
"Secrets of Power Marketing: Promote Brand You" is a refreshing guide for individuals who have already discovered the fallacy of the better mousetrap. If you cling to the 'better mouse trap theory' don't read this book. This is a personal guide for you to market yourself, your association and your business.
You cannot - not market. Marketing is about sending messages and everything you do or don't do sends a message about you and your organization.
The number one job in your organization is selling: selling your product, service, ideas and cause. The results of selling are immediate. Marketing is everything else that you do - or don't do that helps you sell (or hinders you). Don't answer your phone and that sends a message. Put out a sloppy brochure and that sends a message. Marketing is long term.
Harness these five strategies to influence your market and sell more. The book is packed with hundreds of powerful marketing ideas. Sample the following.
Be aware of and manage the perceptions others have of you. Create positive first impressions every time - with your smile, handshake, business card and appearance. Listen to your voice-mail message with a critical ear and impatient mindset. Then improve it to project a positive experience for your caller. Review periodically. Enhance your credibility as an expert through public speaking and writing. Deliver value and make clients and prospects aware of all that you give. Emphasizing the perceived value is an effective marketing tool. Remember; Total value = Real value + Perceived value. Companies that understand and use this formula include Nike, Coke, Michelin, and the Marriott.
Build relationships. Build and nurture personal relationships. Connect with others through common background, likes, hobbies, family activities, culture… Say thank you often. Say it with hand written notes, postcards, email, by phone, with a book, with a gift or with official recognition. Plant your marketing seeds - then cultivate with care, persistence and patience. It takes time. Build your networks by helping others. Harness your staff, suppliers and colleagues to market the message. Visit your alumni association events. Join your professional association. Associate with others who improve your credibility - associates, partners, mentors, community leaders, business executives…
Work with the Media. Cultivate relationships with your media contacts. Become a resource for them. Stay in touch. Thank them for any exposure and send them sweets. Most people love chocolate. Send news releases regularly. Write articles that offer value to the readers and get your name, phone number, web site and photo printed. Read the publications your prospects read. Write a letter to the editor. It is the easier way to be published. Use your web site and email as marketing tools. Make your email signature a mini signboard and offer email newsletters.
Leverage your resources to make you appear bigger and more successful. Get more impact out of the intangible resources you have - instead of worrying about the tangibles you lack. Intangibles will get you more than the tangibles. Intangibles are the things you and your prospects feel. Focus - do more of less. Then position yourself as number one in your defined market. Reuse, recycle and repackage ideas, products, or methods from your competitors, from other industries or from long ago. Break through the unwritten rules that are holding you back. Do it with style and make a big splash. Get happy clients to do more for you - by writing testimonials that you copy and distribute, with your portfolio, in your newsletter on your website.
Build and maintain your Database of contacts. Collect information about your clients and prospects that may help you market and sell to them. Assign categories to track and work them with the appropriate effort. Protect your database. Backup your files often and plan for Murphy to visit your computer. Schedule your cold calls and your follow-up calls at separate times and stick to your schedule. Leverage your database by sharing, trading or getting other companies to send to your list. Start your contact as high in the prospect company as you can - the CEO or president. Maintain contact with more than one person at companies of important prospects and clients because people move and change jobs.
You can choose from any one or more of these strategies. But it works best when you coordinate all your efforts for maximum impact. For more Power Marketing™ techniques and ideas read Secrets of Power Marketing.
© George Torok is co-author of the national bestseller, "Secrets of Power Marketing", the first guide to personal marketing for the non-marketer. It is published in seven countries. To arrange your training program or inspirational speech call 905-335-1997. To receive your free guide, "50 Power Marketing® Ideas", and subscribe to monthly marketing tips visit www.PowerMarketing.ca