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Building Relationships: 11 Rules for Self-Promotion

Building Relationships: 11 Rules for Self-Promotion

It’s no secret: to get ahead, you have to promote yourself. But for most people, the thought of promoting themselves is slightly shady. Images of glad-handing insurance salesmen or arrogant know-it-alls run through our heads.

The reality is that we all rely on some degree of self-promotion. Whether you want to start your own business, sell your novel to a publisher, start a group for your favorite hobby, or get a promotion at work, you need to make people aware of you and your abilities. While we’d like to think that our work speaks for itself, the fact is that usually our work needs us to put in some work to attract attention before our work can have anything to say.

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The good news is that self-promotion doesn’t have to be shady — in fact, real self-promotion almost by definition can’t be shady. The reason we get a bad feeling from overt self-promoters is that, most of the time, their efforts are insincere and their inauthenticity shows. It’s clear that they’re not building a relationship with us but only shooting for the quick payoff, whether that’s a sale, a vote, or a positive performance evaluation. They are pretending to be our friend to get something they want. And it shows.

Real self-promotion extends beyond the initial payoff — and may bypass the payoff entirely. It gives people a reason to associate themselves with us, for the long term. It’s genuine and authentic — more like making friends than selling something. Of course, if you’re on the make, that kind of authenticity makes you vulnerable, which is why the claims of false self-promoters ring hollow: they are hollow.

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The main rule of self-promotion is to be the best version of yourself. That is, of course, a little vague and is bound to mean something different to everyone. But here’s a few more specific things to keep in mind when working to get the word out about you and your work:

  1. Add value: What separates you from everyone else who does what you do is the particular value you bring to your clients, customers, or users. The same applies to your marketing efforts — people tune out if you’re just blathering on about how great you are. Instead, apply your particular expertise in demonstrable ways — by adding insightful points to a discussion or blog post comments, by creating entertaining and informative promotional spots, etc.
  2. Be confident: If you are telling people something that adds value to their lives, there’s no reason to feel as if you’re intruding. Stand up tall and show that you have faith in yourself, your abilities, and your work. After all, if you don’t have confidence in yourself, why should anyone else?
  3. Be sensitive to context: Always be aware of and responsive to the person or people you’re talking to right now, and the conditions in which you’re relating to them. You can’t just write a pitch and deliver it by rote every time you meet someone — you need to adapt to changing environments (are you at a cocktail party or a boardroom meeting?) and the knowledge levels and personalities of the people you’re talking to (are you describing your invention to an engineer or a stay-at-home dad?). The idea of talking points is useful here, because you have an outline to draw on but the level of “fleshing out” is based on where you are and to whom you’re talking.
  4. Be on target: Direct your message towards people who most need or want to hear it. You know how annoying it is to see someone plugging their unrelated website in a site’s comments or in your email inbox — if we only got legitimate offers for things we had an immediate need for, it wouldn’t be “spam”. Seek out and find the people who most need to know about what you do; for everyone else, a simple one-line description is sufficient.
  5. Have permission: Make sure the people you talk to have given you “permission” to promote yourself. That doesn’t mean you have to start every conversation with “Can I take a few minutes of your time to tell you about…” (though that’s not a bad opening in some circumstances); what it means is that you should make sure the other they’re receptive to your message. You don’t want to be bothered when you’re eating dinner with your family, in a hurry to get to work, or enjoying a movie, right? In those moments, you aren’t giving anyone permission to talk to you. Don’t interrupt other people or make your pitch when it’s inconvenient for them — that’s almost guaranteed to backfire.
  6. Don’t waste my time: If you’re on target, sensitive to context, and have permission, you’re halfway there on this one; but make sure to take no more time than you have to, and don’t beat around the bush. Once you have my attention, get to the point; be brief, be clear, and be passionate.
  7. Explain what you do: Have you ever come across a website or promotional brochure that looked like this:

    Advanced Enterprise Solutions Group has refactored the conceptualization of power shifts. We will rev up our ability to facilitate without depreciating our power to engineer. We believe we know that it is better to iterate macro-micro-cyber-transparently than to matrix wirelessly. A company that can syndicate fiercely will be able to e-enable faithfully.
    (With thanks to the Andrew Davidson’s Corporate Gibberish Generator)

    Some people (and corporations too) have a hard time telling people what they do. They hide behind jargon and generalities.

    Don’t you be one of them! Explain clearly what it is you actually do and, following #7 below, what value you offer your audience.

  8. Tell me what you offer me: Clearly explain what’s in it for your audience — why they should choose you over some other freelancer, business partner, employee, or product. How is what you have to say going to enrich their life or business?
  9. Tell me what you want from me: You’ve made your pitch, now what? What do you want your audience to do? Tell them to visit your site, read your book, but your product, set up a meeting with you, promote you, or whatever other action you want them to take. This is rule #1 for salespeople — be sure to ask for the sale. It applies just as well if what you’re selling is your talents, your capabilities, or your knowledge.
  10. Give me a reason to care: Be personal. Explain not only what you do but why what you do will make my life better. Both iPods and swapmeet knock-off mp3 players play music; but iPods make people’s lives better, by being easier to use, more stylish, and more likely to attract attention and make their users look “cool”. Part of this is showing that you care about the people you’re marketing to — responding to their questions, meeting and surpassing their needs, making them feel good about themselves. With few exceptions, this can’t be faked; even when it can, it’s far easier to just genuinely care.
  11. Maintain relationships: Self-promotion doesn’t end once you’ve delivered your message. Re-contact people periodically. Let people know what you’re up to, and show a genuine interest in what they’re up to. Don’t drop a connection because they don’t show any immediate need for whatever you do — you never know when they will, and you never know who they know who will. More importantly, these personal connections add more value than just a file full of prospective clients, customers, or voters.

Self-promotion that doesn’t follow these rules comes off as false, forced, and ultimately forgettable. Or worse, it leaves such a bad taste in the mouths of your victims that the opposite of promotion is achieved — people actively avoid working with you.

In the end, promoting yourself and your work isn’t that hard, as long as you a) are genuinely interested in other people and their needs and b) stay true to yourself and your work. Seek out the people who want — no, need — what you have to offer and put it in front of them. That’s not so hard, is it?

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Featured photo credit: rawpixel via unsplash.com

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Last Updated on July 8, 2020

How to Say No When You Say Yes Too Often

How to Say No When You Say Yes Too Often

Do you say yes so often that you realize you aren’t really happy about this, wondering how to say no to people?

For years, I was a serial people pleaser. Known as someone who would step up, I would gladly make time especially when it came to volunteering for certain causes. I proudly carried this role all through grade school, college, even through law school. For years, I thought saying “no” meant I would disappoint a good friend or someone I respected.

But somewhere along the way, I noticed I wasn’t quite living my life. Instead, I seem to have created a schedule that was a strange combination of meeting the expectations of others, what I thought I should be doing, and some of what I actually wanted to do. The result? I had a packed schedule that left me overwhelmed and unfulfilled.

It took a long while but I learned the art of saying no. Saying ‘no’ meant I no longer catered fully to everyone else’s needs and could make more room for what I really wanted to do. Instead of cramming too much in, I chose to pursue what really mattered. I started to manage my time more around my own needs and interests. When that happened, I became a lot happier. And guess what? I hardly disappointed anyone.

The Importance of Saying No

When you learn the art of saying ‘no,’ you begin to look at the world differently. Rather than seeing all of the things you could or should be doing (and aren’t doing), you start to look at how to say yes to what’s important.

In other words, you aren’t just reacting to what life throws at you. You seek the opportunities that move you to where you want to be.

Successful people aren’t afraid to say no. Oprah Winfrey considered one of the most successful women in the world confessed that it was much later in life when she learned how to say no. Even after she had become internationally famous, she felt she had to say yes to virtually everything. It was only when she realized that after years of struggling with saying no, I finally got to this question: “What do I want?”

Being able to say no also helps you manage your time better.

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Warren Buffett views no as essential to his success. He said,

“The difference between successful people and really successful people is that really successful people say no to almost everything.”

When I made ‘no’ a part of my toolbox, I drove more of my own success focusing on fewer things and doing them well.

How We Are Pressured to Say Yes

It’s no wonder a lot of us find it hard to say ‘no.’

From an early age, we are conditioned to say ‘yes.’ We said yes probably hundreds of time in order to graduate from high school and then get into college. We said yes to find work. We said yes get a promotion. We said yes to find love and then yes again to stay in a relationship. We said yes to find and keep friends.

We say yes because it feels better to help someone. We say yes because it can seem like the right thing to do. We say yes because we think that is key to success. And we say yes because the request might come from someone who is hard to resist like the boss.

And that’s not all. The pressure to say yes doesn’t just come from others. We put a lot of pressure on ourselves. At work, we say yes because we compare ourselves to others who seem to be doing more than we are. Outside of work, we say yes because we feel guilty we aren’t doing enough to spend time with family or friends.

The message no matter where we turn is nearly always, “You really could be doing more.” The result? When people ask us for our time, we are heavily conditioned to say yes.

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How to Say No Without Feeling Guilty

Deciding to add the word ‘no’ to your toolbox is no small thing. Perhaps you already say ‘no’ but not as much as you would like. Maybe you have an instinct that if you were to learn the art of ‘no’ that you could finally create more time for things you care about. But let’s be honest, using the word ‘no’ doesn’t come easily for many people.

The 3 Rules of Thumbs for Saying No

1. You Need to Get Out of Your Comfort Zone

Let’s face it. It is hard to say no. Setting boundaries around your time especially you haven’t done it much in the past will feel awkward.

2. You Are the Air Traffic Controller of Your Time

Remember that you are the only one who understands the demands for your time. Think about it, who else knows about all of the demands on your time? No one. Only you are at the center of all of these requests. are the only one that understands what time you really have.

3. Saying ‘No’ Means Saying ‘Yes’ to Something That Matters

When we decide not to do something, it means we can say yes to something else. You have a unique opportunity to decide how you spend your precious time.

6 Ways to Start Saying No

Incorporating that little word ‘no’ into your life can be transformational. Turning some things down will mean you can open doors to what really matters. Here are some essential tips to learn the art of no:

1. Check in With Your Obligation Meter

One of the biggest challenges to saying ‘no’ is a feeling of obligation. Do you feel you have a responsibility to say yes and worry that saying no reflect poorly on you?

Ask yourself whether you truly have the duty to say yes. Check your assumptions or beliefs about whether you carry the responsibility to say yes. Turn it around and instead ask what duty you owe to yourself.

2. Resist the Fear of Missing out (FOMO)

Do you have a fear of missing out (FOMO)? FOMO can follow us around in so many ways. At work, we volunteer our time because we fear we won’t move ahead. In our personal lives, we agree to join the crowd because FOMO even while we ourselves aren’t enjoying the fun.

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Check in with yourself. Are you saying yes because of FOMO or because you really want to say yes? More often than not, running after fear doesn’t make us feel better.

3. Check Your Assumptions About What It Means to Say ‘No’

Do you dread the reaction you will get if you say no? Often, we say ‘yes’ because we worry about how others will respond or the consequences of saying no or because of the consequences. We may be afraid to disappoint others or think we will lose respect from others. We often forget how much we are disappointing ourselves along the way.

Keep in mind that saying ‘no’ can be exactly what is needed to send the right message that you have limited time. In the tips below, you will see how to communicate your no in a gentle and loving way. You might disappoint someone initially but drawing a boundary can bring you the freedom you need so that you can give freely of yourself when you truly want to.

4. When the Request Comes In, Sit on It

Sometimes, when we are in the moment, we instinctively agree. The request might make sense at first. Or we typically have said yes to this request in the past.

Give yourself a little time to reflect on whether you really have the time, or can do the task properly. You may decide the best option is to say ‘no.’ There is no harm in giving yourself the time to decide.

5. Communicate Your ‘No’ with Transparency and Kindness

When you are ready to tell someone no, communicate your decision clearly. The message can be open and honest to ensure the recipient that your reasons have to do with your limited time.

Resist the temptation not to respond or communicate all. But do not feel obligated to provide a lengthy account about why you are saying no.

A clear communication with a short explanation is all that is needed. I have found it useful to tell people that I have many demands and need to be careful with how I allocate my time. I will sometimes say I really appreciate that they came to me and for them to check in again if the opportunity arises another time.

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6. Consider How to Use a Modified ‘No’

If you are under pressure to say yes but want to say no, you may want to consider downgrading a “yes” to a “yes but…” giving you an opportunity to condition your agreement to what works best for you.

Sometimes, the condition can be to do the task but not in the time frame that was originally requested. Or perhaps you can do part of what has been asked.

Final Thoughts

Beginning right now, you can change how you respond to requests for your time. When the request comes in, take yourself off autopilot where you might normally say yes.

Use the request as a fresh request to draw a healthy boundary around your time. Pay particular attention to when you place certain demands on yourself. If you are the one placing the demand on yourself, try to evaluate the demand as if it were coming from somewhere else.

Try it now. Say no to a friend who continues to take advantage of your goodwill. Or, draw the line with a workaholic colleague and tell them you will complete the project but not by working all weekend. Or, tell someone in your family you can’t loan them money again because they never paid you back the last time. You’ll find yourself much happier.

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Featured photo credit: Chris Ainsworth via unsplash.com

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