Are You Worth Promoting

Now we are going to move very quickly into some specific ideas or processes that you can use to promote, to market yourself, your products, your services, your business, whatever it is that you are involved with.

These ideas are pretty transferable to whatever it is that you do. If you are in professional selling of one kind or another certainly the ideas belong there.

If you own a small business of one type or another the ideas will work there even in the promotion of yourself perhaps in a career path within the company. The ideas will work there as well.

The very first concept that we want to talk about is having something worth promoting. A great speaker by the name of Kevin Robert tells new speakers when they get into business:

“You know one of the things you got to be careful of is making sure before you start aggressively promoting yourself that you’re good. Otherwise all you do with good promotion is speed up the rate at which the world finds out you’re no good.”

And unfortunately there are a lot of businesses out there that their advertising is a whole lot better than the delivery of their product or their service. You’ve probably dealt with some of those too.

There is an idea in advertising and in marketing and in promotion that says, “That the sole of promotion is a big promise but then you got to be able to back up the promise with something that is really good.”

There are three concepts I suggest that you think about.

One is called value driven. That means that we think in terms of the value to the customer, to the client, to the employer, to whoever it is that you’re marketing to, we think first in terms of what their received value is, or what it is that you have to offer.

Then there’s need driven. You all know the old adage find and need and fill it. There’s not much sense in being involved in promoting something that does not fulfill legitimate needs.

And then last is quality driven. That what you are providing is of the finest quality possible. If you check off those three items you know you’ve got something worth promoting and then you can confidently move forward from there.

The second key concept in the promotion is abbreviated as USP and that stands for Unique Selling Proposition. One of these you have to deal with today is that there is a lot of stuff out there and regardless of what business you’re in there is a lot of competition for the customer or the client’s attention and for the customer or the client’s dollars. There are a lot of choices. There are a lot of alternatives.

Well in fact in many major cities it wasn’t all that long ago there was one Yellow Page Directory book and in many of those major cities today there are now two volumes of that book. In some big cities there’s four volumes of that book.

The reason for that is so it can fit in all of the options in everyone of those categories that are offered to the people out there. And it is pretty difficult to step into a given field today and compete and promote effectively if your message, if your proposition, if your offer is a ‘me too’ variety.

If it is the same as or indistinguishable from other options that are out there. Then you can’t control a market, you can’t dominate a market you have to share a market and it is much better to dominate and to own and to control than it is to share and that’s what you want to do.

Author Info:  Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.

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