Self-promotion the Subtle Way

When you run a business you have to self-promote in one way or another. All your marketing, networking and social media activity is aimed at boosting your profile. But how you go about that self-promotion will have a huge impact on how you are perceived by others.

My business is fantastic

If you go around telling people at networking events and through your online content (website copy, articles, blogs and social media) how amazing you are, you’ll come across as big headed and disingenuous.

No one is going to want to know you or do business with you (probably) because they have no reason to believe your claims.

But if you leave it to others to praise you through testimonials, online reviews etc., your company will be seen in a different light because third party praise is seen as being authentic and believable.

Our products are great

Really? Do you think people are going to believe that your products are the best on the planet just because you say so?

If your website copy bangs on about how amazing your products or services are, how they are the best on the market and how everyone thinks they’re the best thing since sliced bread, it will be taken with a pinch of salt.

Have an independent writer, company or researcher review your products and services and you’re on to something.

Or, how about asking one of your clients to be the focus of a case study? By giving a real life illustration of how your company helped someone, you’ll be adding extra kudos to your marketing.

I’m almost embarrassed by how great I am

We’ve all met them, haven’t we? At a networking event there’s always one person who swans around as though they were the bee’s knees. They’ve done everything, achieved everything and succeeded at everything – leaving you wondering why they then feel it necessary to attend the networking event.

People like that have a tendency of getting the backs up of others. They’ll be seen as being very up themselves and instantly disliked and possibly mistrusted.

But if someone else recommends you to someone because they’ve done business with you, then you’ll be seen as someone to know, someone who’s passionate about what they do and who cares about their customers.

So the main thing to remember about self-promotion is that third party testimonials, reviews and case studies are worth their weight in gold. Yes, you need to let people know how good you, your products and your services are, but in such a way that it’s believable, genuine and trustworthy.