When it comes to self-promotion and marketing there tends to be two kinds of business owners, those who are their brand and those who hide behind their brand. But, in order to create a truly successful business you need a balance of both. So here are three reasons you need to become a shameless self-promoter, and for those who want to run a mile at the thought of being more in the spotlight, how you can do it while still being somewhat in the background. 1. People need a personal connection To create a valuable business that you can sell one day (it’s good to have the option) you need to build a powerful brand that isn't solely dependent on you. But at the same time, to create that marketing momentum there needs to be a face, someone they can connect to, a person that embodies the expertise, experience and personality of the brand to build trust and relationships with potential customers. Now that doesn't mean your face needs to be on everything, you just have to be an expert in your own right. If you are not comfortable with being on video, getting up to speak or having your photo everywhere, consider writing, blogging or being active via social media to build your profile that way. Doing this will also help secure your future, when you have your own profile it is easier to launch new projects, businesses or causes because people know you outside your brand. 2. Your business won't grow by you playing small We each have a contribution to make, in life and in business. We have the power to make a difference and impact lives. But playing down your talents and abilities, staying small and hiding in the background, doesn't help you serve your purpose. Many business owners shy away from talking about their skills and experience as they don’t want to seem egotistical or boastful, knowing this can be damaging to their reputation and relationships. But you don't need to be arrogant in order to establish your value, and what these business owners also forget is that being too humble and underselling themselves can also damage their business and stunt their growth. Would you buy from someone who was unsure of themselves and downplaying their abilities? I know I wouldn’t. Own your skills and talents and have confidence in your abilities to deliver for your customers. Your confidence will in turn grow your customers and potential customers’ confidence in you, leading to more sales and more opportunities to help people. 3. If you deliver a better product or service you have an obligation to tell your customer about it There are so many people out there with below average products and services who are ready and waiting to take advantage of people, or make grand promises they can’t or have no intention of keeping. That is why you have an obligation to let your customers and potential customers know about you. If you provide higher quality products or services, have more experience or offer more value you owe it to them to try and help them. Self-promotion doesn’t need to be boastful, salesy or cheesy, and you certainly don’t need to put your head on the side of a bus if you don’t want to. But in order to generate more publicity for your business and attract and convert more customers you do need to step out of the shadows and build up your own profile too. By doing so, you will find that as your own profile grows so will your business simply because people will want to be involved in what you are doing.
The industrial age is over. No longer do we have average products for average people.