I have a secret. I’m not comfortable with self-promotion. I preach “learn to love marketing” to the entrepreneurs who I coach. I believe that making your business visible to the public is the key to attracting more clients, but I nearly had a coronary creating my first video.
As an author I’ve promoted my books on national television shows and I‘ve done a slew of radio interviews. As a professional speaker I’ve frequently been the headliner for powerhouse crowds. But there’s a big difference between doing media interviews or public speaking and uploading your own video to the Internet. As an invited guest I was passively self-promoting. But, the minute that I posted my video I was actively promoting my business and myself. In deciding to do the video I worried about what I was going to say. I also worried how I looked. (Authenticity is fine but frumpy or unattractive isn’t). Most important, I worried about what message my video would send: knowledgeable business development mentor or wannabee rock star guru.
I’m not the only woman entrepreneur who is reluctant to promote herself and her business. Generally men effortlessly discuss their accomplishments and those of their companies. For instance, Donald Trump puts his name on all of his projects and Steve Jobs, CEO of Apple is a bona fide celebrity. In comparison, women usually mistake tooting their own horns for being arrogant and narcissistic. Women tend to want to be liked and prefer working collaboratively---rather than being seen as the leader. Consequently when it comes to self-promotion, women often take a back seat, waiting and hoping that someone else will sing their praises.
Client testimonials about your work are wonderful. However, if you really want to succeed, you - and you alone - must let others know the value in what you offer. When you are an entrepreneur, your personal story helps you to attract customers. If customers know more about you, the story behind your business, they will be more emotionally connected to your work, products or service. If your business resonates with customers, they will be more likely to buy from you.
I posted my video (see below) once I shored up my confidence. I know that I have great coaching programs that teach entrepreneurs how to create highly profitable businesses. Moreover, I don’t do the entrepreneurs whom I’m meant to serve justice if I don’t let them know that I exist---and can help them. I thought about what Marianne Williamson said, “Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you.” I know that some people will criticize my video for a variety of reasons. However other people’s jealousy and insecurity shouldn’t stop me from doing work that I love and that transforms people’s lives. Self-promotion is good for business. It’s just one part of a larger strategy to build relationships with your customers.
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Yvonne Bynoe is the founder of SoulfulAffluence.com, a company committed to teaching entrepreneurs how to build profitable businesses around work that they love. Yvonne, an author and professional speaker uses her own journey off the "feast or famine" income cycle to coach other entrepreneurs how to create highly profitable businesses from their work, product or service.
Website: SoulfulAffluence.com | Twitter: @YvonneBynoe
