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Whether you know it or not you're marketing
yourself every day. And to lots of people! You're marketing
yourself in a quest to make a sale, warm up a relationship,
get a job, get connected, get something you deserve. You're
always sending messages about yourself.
Guerrillas control the messages that they send.
It's all about intention. Guerrillas live intentionally Non-guerrillas
send unintentional messages, even if those messages sabotage
their overall goals in life. They want to close a sale for
a consulting contract, but their inability to make eye contact
or the mumbled message they leave on an answering machine
turns off the prospect.
Guerrillas send no unintentional
messages
Unintentional messages erect an insurmountable
barrier. Your job: be sure there is no barrier. There are
really two people within you -- your accidental self and your
intentional self. Most people are able to conduct about 95
percent of their lives by intent. But that's not enough.
It's the other 5 percent that can get you in
trouble -- or in clover. I'm not talking phoniness here. The
idea is for you to be who you are and not who you aren't --
to be aware of what you're doing, aware of whether or not
your actions communicate ideas that will help you get what
you deserve.
Who do you market to without
even realizing it?
Employees. Customers. Prospects. Teachers. Parents.
Children. Bosses.Prospective employers. Mates. Prospective
mates. Friends. Sellers.Landlords. Neighbors. Professionals.
Members of the community. The police. Service people. Family.
Bankers. These people can help you or stop you from getting
what you deserve. You can influence them with how you market
yourself.
The three big questions
to answer
To market yourself properly, answer these three
questions:
1. Who are you now? If friends described you,
what would they say? Be honest rather than complimentary.
2. What do you want out of life? Be specific.
3. How will you know when you've reached your goals?
If you can't answer these questions, you're
doomed to accidental marketing, spending your life reacting
instead of responding, the odds against you reaching your
goals.
How do you send messages and market yourself
right now?
With your appearance, to be sure. You also market
with your eye contact and body language, your habits, your
speech patterns. You market yourself in print with your letters,
email, website, notes, faxes, brochures and other printed
material. You also market yourself with your attitude -- big
time. You market yourself with your ethics.
How people judge you
Again, you may not be aware of it, but people
are constantly judging and assessing you by noticing many
things about you. You must be sure the messages of your marketing
don't fight your dreams. What are people using to base their
opinions, to make their decisions about you?
* Clothing * Hair * Weight * Height * Jewelry
* Facial hair * Makeup * Business card * Laugh * Glasses *
Title * Neatness * Smell * Teeth * Smile * What you carry
* Eye contact * Gait * Posture * Tone of voice * Handwriting
* Spelling * Hat * Thoughtfulness * Car * Office * Home *
Nervous habits * Handshake * Stationery * Availability * Writing
ability * Phone use * Enthusiasm * Energy level * Comfort
online
You're fully aware of your intentional marketing
and possibly even invest time, energy and imagination into
it, not to mention money.
But you may be undermining that investment if
you're not paying attention to things that matter to others
even more than what you say: keeping promises, punctuality,
honesty, demeanor, respect, gratitude, sincerity, feedback,
initiative, reliability. They also notice passion -- or the
absence of it. They notice how well you listen to them.
What to do now
Now that you know these things, what should
you do? Although Ben Franklin himself said that three of the
hardest things in the world are diamonds, steel and knowing
yourself, here's a three-step plan to get you started on the
road to self-awareness and self-marketing acumen:
1. Write a positioning statement about yourself.
Identify just who you are and the positive things that stand
out most about you.
2. Identify your goals. Put into writing the
three things you'd most like to achieve during the next three
months, three years and then ten years.
3. State your measuring stick. Write the details
of how you will know when you've achieved your goals. Be brief
and specific.
To guerrilla market yourself, simply be aware
of and in control of the messages you send. Do that and your
goals will be a lot easier to attain.
(C)2000 Jay Conrad Levinson
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To find out more about our Guerrilla Marketing
Coaching, Personal Breakthroughs Coaching and Creating
Passive Income Program
call or e-mail us at :
mitch@gmarketingcoach.com
773-209-4255
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www.gmarketingcoach.com
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