Guerrillas know that the regardless of what product you produce or service you provide, you are the product!
You are your own brand, and you must always sell yourself. And selling yourself is a full-time job. When you repeatedly sell yourself, you build name recognition, which will increase your business because consumers are drawn to those with familiar names. So, make yourself known by building name recognition and sales.
Become a recognizable brand: it will put you on the map. Brand names have status and prestige. They give you a big edge in business because name recognition translates into hard currency, greenbacks, moolah, lots of money. Publicity is a time. Tested method of making you stand out.
Individuals place their trust in what they are familiar with. They perceive the familiar as more secure than the unfamiliar and desire to be connected to what is familiar. Once your name becomes visible in newspapers, on television, or on the internet, the public begins to pay attention and becomes aware of your presence. This triggers the “I’ve Heard of Her Somewhere” phenomenon, arousing curiosity among people. They start to wonder, “Who is she? What is her occupation? Why do I frequently come across her name?” As they find answers to these questions, you gradually become familiar with them and establish name recognition.
Name recognition goes beyond mere familiarity with your identity; it also encompasses awareness of your professional endeavors. It involves linking your name with the specific product or service you offer. Once you establish name recognition, the public will automatically think of you when they require your product or service, leading them to eagerly seek out your business.
Guerrilla Tactics
To get on the map, start modestly. Don’t immediately think hemispheres! First, start on your street, and when it’s saturated, branch out to your neighborhood, then district, then city, onto the county, then state and country, then continent, and finally the world. Spread the word. Tell everyone you know, everyone you meet, who you are, what you do, and how your goods or services can benefit them.
Don’t overlook anyone, you never know who might help. Approach those closest to you, your immediate family, friends, and neighbors.
Then speak with the folks who run the pharmacy, the tailor shop, and the car wash. If they can’t use your product or service, ask them who they know who could.
To broaden your network, consider becoming a member of various clubs and organizations. Enhance your presence by engaging in volunteer work, teaching, coaching, and participating in committee activities. Contribute articles or submit content related to your business or personal interests to local publications, such as free weekly newspapers, advertisers, newsletters, or websites. Establish and maintain a blog or newsletter and take the initiative to organize and lead workshops. Stay informed about the media’s focus and build relationships with journalists, editors, as well as radio and TV producers.
Positions yourself as an expert
You’re an expert, even though you may not think you are. If you operate a business, you’re an expert in your field.
Professional expertise simply means that you know what you’re doing. It doesn’t necessarily mean that you’re the world’s foremost authority. It also doesn’t mean that you know absolutely everything about your field… no one does.
Guerrilla Intelligence
Expertise has a way of sneaking up on us. We start with little and before we realize it, we’ve acquired a storehouse of knowledge and know-how. Mastery of your interests is one of life great satisfactions. Think for a moment about how much you know about what you do, how long it has taken you to learn it, and how helpful it is to others. It’s a significant accomplishment, one that not everyone attains. Let’s call this achievement “professional expertise.”
Usually, your primary offering is your professional expertise, which serves as the foundation of your product. However, your personal expertise acts as a catalyst, infusing distinctive elements that make it truly one-of-a-kind. Your personal expertise leaves an indelible mark on your work, resulting in a perspective that is exceptional, innovative, and perceptive. It is the harmonious fusion of these two forms of expertise that generates a distinctive approach, characterized by its originality and insightful nature.
Let your personal expertise shine through, that’s what people want. They want your unique vision, your understanding, and your distinctive form of expression, creations, and implementation. When you build on your professional expertise with your personal expertise, it distinguishes you and you deliver something special.
Guerrilla Tactic
Let others know you’re an expert. Declare that you have knowledge and/or skills that others can use and tell them why it’s special Establish your expertise by:
- Writing articles
- Giving talks
- Holding demonstrations
- Starting a website
- Writing a blog
- Making a podcast
- Participating in conferences, workshops, panel discussions
- Creating a presence on social media
- Volunteering your services
Share your knowledge and expertise by discussing or presenting tasks that you have mastered through countless repetitions. This could include topics such as effective auction bidding strategies, creating time-saving word processing shortcuts, or navigating the world of online art investment. Take the opportunity to demonstrate and guide others, providing them with a step-by-step breakdown of how to successfully accomplish these tasks. By doing so, you empower others to learn and replicate your expertise in a clear and accessible manner.
Jill Lublin – Short Bio
(Pronounced Loob-Lynn)
Jill Lublin is an international speaker on the topics of Publicity, Networking, Kindness and Referrals. She is the author of 4 Best Selling books including Get Noticed…Get Referrals (McGraw Hill) and co-author of Guerrilla Publicity and Networking Magic. Her latest book, Profit of Kindness went #1 in four categories. Jill is a master strategist on how to position your business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years experience working with over 100,000 people plus national and international media. Jill teaches a virtual Publicity Bootcamp, and consults and speaks all over the world. She has spoken on many stages with luminaries such as Tony Robbins.
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