May, 2007
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May, 2007 |
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To date, I have done 64 T.V. and radio interviews across North America promoting the message of my book: The Gift in Every Day – Little Lessons on Living a Big Life. If you want to see some sample of how I live my own message of promotion, check out the News Media page on the website for Sales have been so strong that my publisher has already sold out the first press run and is on to the second! Thanks to all of you who have purchased a copy and remember, it makes a great Mother’s Day or Father’s Day Gift! On with the show. Today’s article focuses on the connection between how products and people are promotable and the common factors necessary to move both forward. It’s good food-for-thought as you try to influence and impact those most likely to buy what you’re selling. Now, if you’ll excuse me, I need to order some flowers for Mother’s Day. Thanks to all you mothers out there. You are a wonderful gift. David Avrin |
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By David Avrin – The Visibility Coach
As author Seth Godin observes in his best-selling book, Purple Cow: to be marketable, a product needs to be “remarkable,” in that it must be “worthy of being remarked about.” So it is with expertise, services, products and even individuals. There is a clear connection between the qualities that make a product or service promotable in the marketplace and those that make an individual promotable in the workplace. The recognition of this connection has given rise to the concept of “personal branding.” Professionals are beginning to recognize that they must position and market themselves both as business owners and even employees to be attractive to those looking to secure solutions and expertise. The common factor in these transactions is that real, everyday people are making the buying decision. People, while not always predictable in their buying behavior, can be predictive in their approach to decision-making. Whether it is an individual electing to go with a particular brand of laundry detergent, or a manager who elects to promote an individual in the workplace to a new position, there are specific qualities that attract people to both products and professionals: 1. They satisfy a want or a need – In 1943, Abraham Maslow created his famous, “Hierarchy of Needs.” He included our need for safety, love, food, knowledge and more. As consumers and professionals, most of our purposeful actions can be traced to the fulfillment of a need first, followed by their wants. Clever marketers tap into those needs, if possible, to create the desire to purchase their products. Clever professionals can do this as well. Employees in the workplace can become more promotable by highlighting their ability to meet their superior’s need for talent, expertise, creativity, initiative and leadership. In most organizations, the need for individuals with those qualities are profound and ongoing. Even in tough economic times, there is always the need for people willing to step-up, work hard, solve problems and contribute to the organization’s success. 2. They (You) must be Unique – Very few purchasing opportunities exist in a vacuum. People aren’t simply thinking to themselves: “Hmmm, should I buy brand X?” or “Should I hire candidate Y?” The reality is that, in most cases, multiple options exist when seeking products, services or even employees. To be the one selected, you have to be able to highlight what is unique, special, better, easier, brighter, tastier, smarter, harder-working, most innovative or best-qualified. And just embodying those unique qualities is not sufficient – your target market must be consciously aware that what you offer sets you apart from your competitors. 3. They produce quality products and world class services – Whether promoting your product or yourself, ultimately you’re going to have to live up to the promise. If you want to move products, or move up professionally, you not only need to be good, you need to be better than your competitors – at something, or as Godin puts it, ‘remarkable’. The Emperor’s New Clothes taught us that you can boast all you want, but in the end, you’d better live up to what you claim or people will eventually figure it out. So identify what you are amazing at, be committed to deliver it, then keep getting better. There is a great saying that hangs on a banner at the Southwestern Company: “Success is never owned – it is rented, and the rent is due every day.” Don’t fake it until you make it. Be as good as you claim, and whenever possible, twice as good. 4. They are highly visible – A popular biblical passage urges people not to “hide their light under a bushel.” Just as failing to promote the unique qualities of a product can spell doom for sales, the same holds true for promoting your talents as well. Self-promotion is essential – though at appropriate levels for your circumstances. If you seek additional opportunities, you have to know that others seek them as well. It’s not just the early bird that gets the worm, but the one who is seen by the right people, in the right way at the right time. The key word is being “seen.” Carefully consider your target market. What do they watch? What do they read? Where do they congregate, recreate and dine? Be sure you are where they are and be seen the way you need to be seen – darned good, if not amazing, at what you do. The take-away: before you take yourself to market, make sure you are needed, unique, world-class and very, very visible. David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com. |
 Special Announcement!
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Then the Summer Mentor Program might be just the ticket! David Avrin, The Visibility Coach is taking on select mentor clients for scheduled telephone consultation and e-mail follow-up. And the mentor program is less than a third of the cost of the full-day Visibility Coach program! For more information, click here to e-mail David Avrin.
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For more insights, check out Dave’s Blog at: http://visibilitycoach.blogstream.com Interested in learning more about the Visibility Coach? Click here!
Interested in having David Avrin, The Visibility Coach, For more information on a full day private coaching session To access past issues of The Visibility Coach newsletter click here. |
my book at 
The ultimate goal of any brand-driven marketing campaign is to influence people to “buy” what you’re selling. And at the core of any successful promotional effort is something that is either desired or needed. Quite simply, a marketing effort requires something of value to market. A product or service must have unique and attractive qualities to be reasonably promotable and be targeted to those who would likely want it or need it. 
Interested in learning more about David Avrin’s Inspirational Keynote based on his best-selling book: The Gift In Every Day – Little Lessons on Living a Big Life? 