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How Can I Promote Myself in an Ethical, Authentic Way?

By Anton Pearce

Republish: EasyPublish™ Published: 30May2009 Word count: 554 Viewed: 293 time(s) Get Free Content For Your Site

Speak to a lawyer or an accountant today or a medical practitioner, and the chances are they will snub their noses at some of the aggressive techniques other professionals - for example financial advisers and trainers - use to promote themselves. It is as if there is something unethical about promoting oneself. The truth is it can be unethical for any person or professional or otherwise to be a shameless self- promoter if they promote themselves in an unethical manner.

If for example they engage in misleading or deceptive behaviour such as promising services which can never realistically be delivered. In financial advice this has occurred and it seems because there is such a high degree of lack of knowledge in the community that many unscrupulous operators are forever prepared to promote their products and services in an unethical fashion.

The key in self promotion is integrity, transparency

For sure some professionals have adopted a more aggressive marketing approach, often marketing themselves in highly visible methods, through networks, newspaper articles, blog entries, multiple and consistent entries on Facebook, My Space, LinkedIn, and Spoke. While there is a risk of this behaviour offending, or at least "turning off" prospective clients, there is little doubt that a congruous and "always on" approach to self promotion will have the effect of making your services front-of-mind with prospective customers. It may well be a case of better being seen and heard than not.

Word of mouth referrals

Many professionals rely on word-of mouth. It is an opportune and reliable method of growing a professional practice. Positive word-of-mouth is the main source of new business for many soloists, therapists, and practitioners, and networking is a good way to build it. In the world of networking, indeed in the world of business, most people are prepared to and indeed enjoy, referring one person to another. They see this role as one which eventually will be reciprocated; so for absolutely no effort, a favour can be given.

Is it shameless to promote oneself to people? No. Not if it's done with integrity and service. A good plumber will always leave their card or a fridge magnet so you can call them if needed or, in the case when a friend or relative happens to be new to the area, and asks you if you know a good plumber, then their name is referred. This is business.

Prepare an Elevator Pitch

Every professional needs to have a highly pithy, memorable way of describing what they do.

Some sales trainers, as a case in point, can be highly creative in this space: One has this pitch "I train sales teams win hundreds of millions in new business". It's aggressive for sure. But shameless? Not if he has a track record in achieving such outcomes.

Let's say you are a Relationships counsellor. You start telling the people you meet through networking that you "specialise in resolving tricky relationship problems." You would not mention names of course but there's every chance that a saved relationship will result in one or both of the couple speaking about the professional who helped them.

There's nothing shameless about telling everyone you meet what you do; nor in preparedness always, to say that you would welcome referrals from them. It greases the wheels of business.

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