First Impressions

First Impressions

There is a fine line between annoying self-promotion and genuine, effective marketing of your own efforts.

This came to mind today when I received a paragraph by email which someone had thoughtfully crafted for a Facebook group membership that I belong to. This person did a fine job overall, but was a little too obvious about his efforts to stay on the correct side of that fine line. Lets take a look.

(Of course I have changed the names to protect the innocent):

“My name is Frankie Frankwright I am the founder of We Talk Studios & We Talk Studios Lexington, to find out more visit www.WeTalkStudios.com, but I am not here to promote my business I am here to THANK all the actors and true professionals in Lexington area. I have have much support for Bill Whitney many of you may know him. Also, many fine actors have supported our projects and helped us get to where we are today, such as; George C Wineworth, Andy Anderson, Serge V Rodriguez, and Jeff Whitaker who is actively volunteering at our studio at a co-host for a Veteran Military show. I hope for your continued support and more then anything want to make you aware that a local staple in the community is in need of your help Thirsty Man Cinema needs to raise funds to stay in business. Please check out this link for more info if you can’t make a donation atleast spread in on Facebook.”

1. Yes, do introduce yourself. Very good job.
2. Oops, no, do not ignore correct punctation.
3. Oops, no, do not move to the next sentence without saying a quick little phrase about how your business provides something valuable to people.
Corrected Example:
“My name is Frankie Frankwright, founder of We Talk Studios & We Talk Studios Lexington, giving wings to the words of Lexington’s creative pioneers through internet radio.”
4. Oops, no, do not say “but I am not here to promote my business” Why not? Red flag. Maybe we weren’t even thinking that. Now you have made us think about it, and we probably don’t believe you. We don’t know you. Why should we believe that? Better to not say it. If you simply move to your point, we will find out why you are writing.
5. Yes, do share your thanks.
6. Oops, no, don’t show up to thank ALL THE PEOPLE. Thank the ones that should be thanked. It doesn’t make any sense in the context. It’s not an awards ceremony. We weren’t all your fans. The idea is good here, but it’s not coming across the way that it was probably intended.
Corrected Example:
“During the past several years, as we have grown, we have gratefully received many valuable contributions from this community’s actors and true professionals. It’s impossible to even imagine how we would have arrived here without support from people like you.”
7. Yes, see how you can slip in awareness that you aren’t self-promoting, by implying that you have “arrived” already?
8. Yes, make your non self-promoting point, how that you have gotten us to read a small bit of your story, but be more subtle.
Corrected Example:
“In fact, due to the involvement of people like you, we’ve come far enough on our own journey that we are now simply looking for ways to give back.”
9. Yes, do some name dropping, with finesse. (Imply that you are already “in” the group, even if you are new to it.)
“We join with you in support and gratitude for many of the same familiar individuals, such as …. ”
10. Yes, do mention another business that also needs attention. It makes sense in the context of your own story. People helped us, and we help others. It looks like you’re a giver, and that is the best way to come across.

This was a good post, but a few little tweaks and it gets even better.

The main lessons to learn from this example are:

A. Always introduce yourself in terms of your contribution.
B. Be clear in your purpose for writing or speaking, without mentioning that you’re not promoting your business, because you ARE promoting your business, of course, every time you introduce yourself to someone. If you’re not, you’re missing valuable opportunities to improve the world.
C. Call people to action. Give some way for people to respond because of what you wrote.
D. Demonstrate your values by sharing a story that is consistent with them. People relate to stories.
E. Empower others to reach for the good of all.

If you run each of your blog posts, videos, speeches and personal conversations through this A-B-C-D-E strainer, you will develop a habit of effective marketing, with much less chance of being perceived as an annoyance or needy person.

As people learn to respect you, they will be more eager to join with you in the pursuit of the greater success. Because they will start to actually like you and identify with you, their motivation will stem from their genuine desire for you to achieve what is in your best interest, rather than for inferior reasons, such as sympathy or pity.

The resulting reputation you create for yourself will be attractive, and people will become more likely to look to you for advice and expertise. You don’t have to have all the answers, but by showing what you have already learned about making worthwhile contributions to the greater good, you will inspire and energize the spirit of good will in those who already resonate to those harmonious frequencies.

As one of my wise guides has always said, “Excellence attracts excellence.”