PRACTICE MARKETING blog

Personal branding and marketing is all about relationship building. After all, most of your business probably already comes from referrals. But we all have dormant relationships; most likely, more than those which are active. So how can we light the fire under these relationships? And how can they inspire us to refer them more business?

Relationships are built on our three C’s: Our charisma, our character, and our competency. Our charisma is the personal magnetism, charm, and attraction that is not so readily explainable, but we all know it when we feel it. There are ways to improve our charisma as Vik’s audio-book “Magnetic Personality” details.

Most of our relationships are character driven. That is, our personalities (our “outside character”) match. We like each other; we have similar values, hobbies, and style. We enjoy playing golf with each or grabbing a drink after work. These business relationships quickly turn into friendships. Good times are had by all, but then we realize that we’re not doing much business together.

We’ve all had experiences where we like the guy, but wouldn’t necessarily do business with him or her. Perhaps we don’t trust in their capabilities or workmanship; what I call their “inside character” traits. Or, maybe we already have a worthwhile (economic) relationship with a competing professional.

They say they are different, but we’re not sure exactly how. So we don’t refer them any business. Or maybe we’re that guy: We say we’re different because we’re reliable and put relationships first. But doesn’t everybody seem to say that?

We’ve all put up with professionals who rub us the wrong way or lack people-skills, but definitely do a great job. So we give them our business and refer clients to them (we warn them first). We put up with their character faults, because they are so highly competent.

Of course, the best of both worlds is to be a highly-competent professional who has mastered the art of relationship building. And they are the rainmakers who seem to do a bounty of business, make a lot of money for everyone around them, and have friends for all the right reasons. We are all working toward being this way.

So as we work toward building relationships, we have to work toward making them productive. That is, as we showcase our fun personality, we must showcase our expertise. We must showcase how our expertise is different from the next advisor, and how our expertise is better for our target market.

Here’s a Marketing Thumb-rule to (re)brand yourself: Replace your boring 30-second “elevator pitch” or networking message, with a 1-line Catchphrase: It should Short, Memorable, Appealing, Repeatable, and Timely.

Instead of your boring title or confusing designations, Personal Brand Marketing clients talk about the articles, audio-books, text-books, blogs, or other media that they’ve authored or been quoted by. Others offer educational tidbits (1-liners) that are counter-intuitive. If you have the right personality, you can take a commonly-used phrase or cliché, and play on it. Or coin a new word (a neologism), phrase, or jargon that is simply S.M.A.R.T..

See the video in the next post!

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Last night, I attended an awesome networking event with some of the most influential leaders of Long Island. Luckily, it was my book release party (and 30th birthday). It was the biggest event the bookstore (I AM Books in Huntington, NY) ever had; and my book sold out. (This is bitter-sweet since I don’t have books for my speaking engagement on Friday; or for a real estate trade party on Tuesday; back-of-the-room sales is a Thumb-rule; this is a faux-pas.)

My main intention of the event was of course to drive book sales… but not only to sell out the room, but to promote the book as an awesome gift: 100% of my book sale profits from last night is being donated to the Cross Island YMCA Strong Kids campaign, which grants memberships to lower-income families. I’m the campaign chair for 2008, so it seemed natural to me. We raised over $1500 last night for Long Island youth. PLUS, those who purchased more than 2 books got my audio-book(s) for free. Now they have an extra copy - hopefully autographed - to give as a gift to a “stranger.” My colleagues will pollinate future orders.

I have achieved my January “book sales quota,” and I now working on February. But this success isn’t luck… And while it’s based on strategic design, I know there’s a greater power at play.

I wanted to invoke my spiritual beliefs to bless the success of my book. I invited my aunt, Geetha, to perform a short pooja (Hindu blessing ceremony). It was only fitting that I have my immediate family in the room, including my grandmother. As one of my colleagues mentioned as he was leaving, “It was like I attended a family event.” I responded, “It is.” My network was introduced not only to my family, my culture, my beliefs, and my intentional personal brand. Unfortunately, the video of the ceremony has been lost to the Universe!

Words cannot fully express how grateful I am for the wonderful reception I felt last night… while the cupcakes weren’t fully appreciated, folks ate up the snacks and my sense of style (4-button peach suit and deep purple shirt). I nurtured the success and am grateful for the forces that coalesce to continue the book’s phenomenal success.

We must plant the right seeds at the right time in the right soil. We must water appropriate and tend to the weeds. But still, we cannot grow the fruit. I believe God does the Growing in response to our successful Strategic Habits. Together, everyone achieves this TEAM.

Thank you.

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From resolutions to goals to habits to achievement.

In order to sustain a 365 personal brand, we must schedule in our Action Goals in order to achieve our Result Goals.  And of course, today is the first day of the rest of your life.  It also feels apropos given the season…

You won’t have the time.  You won’t find the time.  You have to make the time.

What’s your Vision for 2008?  My clients know that I make goal setting a very simple process… with 5 cascading goals:

• 1000 days (2 - 3 years from now)
• 300 days (1 year from now)
• 200 days (six months from now)
• 100 days (3 months from now)
• 30 days (1 month from now)

Progressively, it becomes more short-term (in alignment with the long-term), more tactical, more practical, and more action-oriented.  The more we achieve our day-to-day action goals, the more will achieve our Vision for 2008!

The SMARTest goal setting process is simply ____what____ BY _____when_____.  This goal-setting formula will keep it specific, measurable, results-oriented, resource-focused, and time-bound, in a simple, one-liner.

The most important daily action-goal: Smile, with a deep breath, and affirm your goals!

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Yesterday I was meeting with a colleague, and potential client.  But half-way through the conversation I realized that he wasn’t quite ready to leverage his personal brand.

Personal branding is getting a lot of buzz, and most of the time we talk about the tactics, techniques, and sometimes strategies.  But all of that is the HOW.

None of the tips, tricks, and thumb-rules that we implement are important without the WHY.

I tend to ask a lot of questions during my 1-on-1 sessions - especially during the first couple of meetings.  And definitely during my “sales process.”  My colleague was answering my questions to the best of his ability, but something just didn’t feel right to me.  And while their answers aren’t irrelevant, what they say isn’t as important, as their emotional response, our rapport, and how I’m feeling on the inside.  After all, more than competency and character - it’s about our charisma.

Branding, especially personal branding, is an emotional experience:  For our prospective clients, and for us.  If we don’t feel our passion and purpose, then how can we expect our clients to?

So I asked him, and I do with most of my clients about their projects, “WHY are you doing this?  What’s the point, the purpose?  Why is it worth it to you?”  And more to the point, “Are you passionate about — not the end result, but the process… the crap that will have to be done?”  In other words, “do you have the Craving?”

There are many C’s to personal branding… just scroll down to the lower left and you’ll see the Categories.  The pre-C to all of the techniques of personal branding, is whether or not you are ready to build and leverage your personal brand.  If you don’t have the inner craving to be rich and famous in your niche target market Community, then don’t even bother.

Business, life, and especially personal brand marketing, is about having fun.  As you live your purpose, you exude the passion, and attract the profits.  What’s your passion?  What are you yearing and Craving for?

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Second to Russell Simmons, Rick Rubin is my role model. I believe we can learn a lot about our own careers, pitfalls, and successes through our role models. Rick Rubin is featured on the cover of this week’s NY Times magazine. He has produced the best albums and hits in the mainstream music industry. Rick Rubin truly is a MAESTRO!

As you know, the music industry is in shambles. In May, Columbia Records recruited the legendary Rick Rubin to re-innovate them; Rick Rubin became Chairman of Columbia Records. Rick Rubin is a maestro with a personal brand all his own. Read the cover story! You will learn a lot on how to stand out and reshape - not only your career - but your whole profession.

Some [useful marketing] quotes by Rick Rubin from this week’s NY Times Magazine cover story:

• “I still believe that if an artist gains the belief of the listener, then anything is possible.”

• “I have no training, no technical skill — it’s only this ability to listen and try to coach the artist to be the best they can from the perspective of a fan.”

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Ever wonder how Bush won … “again”? No president has ever been re-elected with such low approval ratings. All it took was the right strategy… a new documentary DVD reveals how it happened through candid interviews from both sides.

Personal brand marketing strategy goes hand-in-hand with political campaign strategy!

In my audiobook INSTANT BUZZ, I actually reveal one of the most Influential books on the Bush campaign, as quoted by the RNC Chairman Ken Mehlman. It’s referenced by Matthew Dowd (Chief Strategist Bush 2004 Campaign) as he’s interviewed in this great interview-driven documentary:

In Fall 2006, film makers, James D. Stern & Adam Del Deo, released “…So Goes the Nation” through IFCfilms. It recently came out on DVD; watch it!! Study it!! And tell others… I think it’s the next best Secret. Last night, I saw the documentary three times in a row… including the directors’ behind-the-scenes commentary.

Sadly the DVD (and the trailer below) is packaged in typical “pro-liberal/anti-Bush” garb (obviously that didn’t stop me). But the movie is so much better than propaganda.

Camera crews {in typical realityTV form} follow 4 everyday campaigners through their trials and tribulations in the most pivotal state in the election (Ohio): 2 on the Kerry 2004 side, and 2 for the Bush Campaign 2004. As an activist who’s dedicated years to grassroots organizing, it was very reassuring to me.

While this narrative provided great suspense (even though we all know the ending), I loved the interviews: 8 TOP INSIDERS ON BOTH THE KERRY CAMPAIGN & THE BUSH CAMPAIGN GAVE CANDID INTERVIEWS on “What in the world were they thinking????”: ~1~ Mary Beth Cahill - Kerry Campaign Manager ~2~ Ken Mehlman - Bush 2004 Campaign Manager ~3~ Matthew Dowd - Chief Strategist Bush 2004 Campaign ~4~ Mark McKinnon - Media Director for Bush 2004 Campaign ~5~ Terry McAuliffe - Democratic National Committee Chairman ~6~ Tad Devine - Communications Director for Kerry Campaign ~7~ Ed Gillespie - Republican National Committee Chairman ~8~ Paul Begata - Clinton campaign advisor (former co-host of CNN CrossFire)

Both sides explore one of the most important marketing strategy decisions: PERSUASION or MOTIVATION? Which won?

Click to BUY THE DVDor visit the …So Goes the Nation movie website.

Documentary Trailer:

Listen to one of my favorite parts of “…So Goes the Nation” in my podcast. Mark McKinnon, Bush Media Strategist, describes how he set up Kerry to blunder!

~Watch ‘…So Goes the Nation’ & share it as a gift.

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