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Marketing and Selling You!

Photo: Alvimann

The transition from losing a job to looking for a new one can be daunting.  It can also provide the opportunity to step back and reassess your skills, strengths and weaknesses as seen through the eyes of potential employers.  Taking a look through the marketing lens, here are valuable tips on how to market the product “you.”

What are the “you” features and benefits? When evaluating a product, people ask, What will this bring into my life?  How does it differ from the competition?  How much does it cost? The same apply to your job search.  How do you make yourself stand out from all of the other job applicants?  What are your bells and whistles?  What features or skills, stand above the rest for these target employers?  Will those help a prospective employer’s business?

Answering these questions requires an in-depth look at your past.  List all the things you do well and like to do, whether or not you have been paid for them.  People often miss an employment opportunity because they incorrectly believe they cannot make a living doing something they like.

How do you sell “you?” It pays to put serious time and effort into an innovative resume.  Be creative but truthful as you write this “You” sales tool.  Discard your “This is what I have always done and how I have always done it” attitude.  Today’s market requires flexibility and open-mindedness.  A job may require on the job learning, travel or telecommuting.  Be sure to consider any community services or volunteer work that you have done.  It’s possible this will resonate with an employer.

Are your skills in demand? It makes no sense to seek a a retail job in an area where stores are closing.  If you can’t find what you want where you are, you may have to relocate.

Home Sweet Office?

Many small businesses start in the owner’s home as a way to save money.  There’s a lot of advantages for businesses to go virtual and work from home.  Going virtual keeps your overhead costs low.  But not all businesses are meant to operate from homes.

A friend of mine owns a gift basket business and wades through gift basket inventory in her home.  Her living room floor is covered with inventory, from dog treats to sports jerseys to bags of cellophane wrapping and ribbons.  Her closets are filled with the actual baskets in every shape, color and size.  It’s a sign you need to move when you just move each pile from one side of the room to the other.

As the business grows in sales and/or numbers of employees, it becomes time to ditch the PJs or sweats and move away from the spare bedroom or dining room table and into bona fide office.  When to know it’s time?

Keep Overhead Costs Low By Going Virtual!

As many business owners jostle to keep overhead costs low, the cost of leasing an office is something that we rarely consider cutting. However, depending on how your business is structured, going virtual – aka, not having a physical office – may be a practical option.

I’ll use a small design firm I work with of about six employees, as a case study. Here are the many needs that we considered, and that you’ll want to dwell on, if you’re thinking about going virtual:

Time tracking. When it comes to documenting your team’s hours for billing and payroll purposes, there are plenty of time tracking systems with a wide array of features available online. Mashable has a great rundown of online time trackers that range from free to reasonably-priced. I use FreshBooks for my virtual assistance business and I find it efficient and user-friendly. I also recommend Harvest and Freckle – both are robust, well-designed, and reasonably priced.

Project management. Keeping track of tasks, deadlines, and dependencies is crucial, and online project management is a big space with many options. You should budget significant time for investigating and testing as many of these services as possible to determine what best matches your business processes.

Phone system. Sign up for a “virtual switchboard” service, which sets up phone extensions that forward to individual home phone lines. We chose Aptela, because it was affordable and gave us the options we needed, but there are a number of alternatives including RingCentral.

VPN. We bought special Linksys VPN routers to give us secure and easy-to-maintain access to our internal servers and shared files from our homes. It’s worth noting, however, that the setup required some substantial technical knowledge, so I’d suggest speaking with your IT director (or a freelance techie – let me know if you need one) to evaluate how best to affect this change.

Chat. To allow for real-time communication amongst the team, we signed everyone up for a chat service. We selected MSN Live Messenger because it has dependable group chat features, but most other chat services would work just as well.

Screen sharing. Screen sharing has been a huge part of what made it possible for us to go virtual. It allowed us to easily simulate looking over each others’ shoulders while collaborating on a project, as well as easily show a client what we’re working on without being in the same room together. We use GoToMeeting for walking clients through product demos and for collaborating on projects internally. A  good option if you don’t want to pay monthly subscription is Glance.

A year and a half later, the firm is still virtual and running more efficiently than ever, all while working from our respective homes, coworking spaces, or wherever we prefer.

Having Your Cake And Eating It, Too

“Life itself is the proper binge.”  ~ Julia Child

CakeAuthentic success and worldly success are not mutually exclusive.  Granted, it is easier to achieve them one at a time, but pursuing both is not an impossible dream once you realize the important distinctions between the two.  We need not choose between them.  We must only discern which of the two helps us care for our soul and the souls of those we love, and pursue that one first.

The Bible tells us we cannot serve two masters — God and money.  But what about having your cake and eating it, too?  On this, the scripture is silent.  Actually, it’s quite possible to eat and have, provided you bake two cakes at the same time.  Any cook knows that doubling the amount of your batter is no big deal.  But going into the kitchen to bake a second cake after you’ve baked and iced your first and washed the dirty dishes requires a tremendous amount of psychic and physical energy.  That’s why you need to double your dreams when you conceive them.  Doubling the size of your dream creates space for a lifestyle based on authentic success, but it can be iced with as much worldly success as you are willing to pay for the coin of life.  Some of us like sweets more than others.

“Success is important only to the extent that it puts one in a position to do more things one likes to do.” Sarah Caldwell tells us.  I love baking cakes.  How about you?

Can You Be Trusted?

Do people seek out and enjoy my company?  Are my relationships- with friends, family and business partners- rich and mutually fulfilling?  Do I receive recognition in business and acknowledgment from my team?

“If you can’t answer these questions with a resounding yes,” says Sandy Allgeier, author of The Personal Credibility Factor,  “don’t curse fate or pin the blame on everyone around you.  You might have a personal credibility problem, and the good news is that it can be fixed.”

According to Allgeier,  personal credibility is the magic bullet for success and happiness.   She explains that personal credibility is about respect, trust and being believable.

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