How to market yourself

Image credit: Leo Lin via Flaunter

Knowing how to pitch yourself effectively is essential to make your mark in the competitive world of Marketing & PR. Whether you're job hunting, wanting to impress a client, or trying to build your personal brand, the way you present yourself can significantly impact your success.

At the recent B&T Women In Media Awards, presented by Are Media, we were lucky enough to hear from keynote speaker, Maz Farrelly. She shared all things pitching, backing yourself and not letting your sparkle be dimmed by Alan (iykyk). There were so many great tips to take away, but here are just some of the themes she shared with us, plus how we think you can put them into action.

Find your focus – personal branding

Before you can pitch yourself effectively, you need to have a clear understanding of your personal brand. Your personal brand is the diverse range of skills, experiences, and values that define who you are professionally. It’s what makes you stand out from the crowd and what people will remember about you. First impressions are lasting ones… here’s some tips to build a strong personal brand:

• Self-reflection: Reflect on your experiences, skills, and values. What do you excel at? What are you passionate about? How do these align with the opportunities you're pursuing? Your personal brand should be a reflection of your authentic self.

• Define your core message: Your core message is the central theme that ties together your personal brand. It should communicate who you are, what you do, and why you do it.

• Consistency: Your personal brand needs to be consistent across all platforms and interactions. Whether someone is looking at your LinkedIn profile, reading your blog, or meeting you in person, they should get the same impression of who you are and what you stand for.

Convey your unique selling points

Your unique selling points (USPs) are the qualities, experiences, and skills that set you apart from others in your field. These are what makes you uniquely qualified for the opportunities you’re pursuing. To effectively convey your USPs, follow these steps:

• Identify your strengths: Make a list of your strengths. These could include technical skills, experiences, achievements, or even your personal qualities. Think about what you’re particularly good at, what you enjoy doing, and what others frequently compliment you on.

• Quantify your achievements: Whenever possible, back up your USPs with concrete evidence. For example, instead of saying, "I'm good at social media," you could say, "I successfully created and scheduled social posts that led to a 20% increase in engagement." Numbers and specific outcomes make your claims more credible and impressive.

• Tailor your USPs to your audience: Your pitch should be targeted to the audience you’re addressing. This means highlighting the aspects of your experience and skills that are most relevant to the opportunity at hand. Research the company, industry, or individual you’re pitching to, and align your USPs with their needs and values.

Do your research

Research is an often overlooked but critical part of crafting a successful pitch. The more you know about the person or organisation you’re pitching to, the better you can tailor your message to meet their needs. Here’s how to do it:

• Understand the audience: Whether you’re pitching to a potential employer, client, or investor, understanding their needs and challenges is crucial. Look for information on their goals, values, and pain points. This will allow you to position yourself as the solution they’re looking for.

• Know the industry: Being knowledgeable about the industry shows that you’re not only interested in the opportunity but also well-prepared to contribute meaningfully. Stay up to date with the latest trends, challenges, and innovations in your field. This can also give you a competitive edge when answering questions or engaging in discussions during your pitch.

• Research the company: If you’re pitching to a company, dig deep into their history, mission, and culture. Know their products, services, and recent news. This will not only help you tailor your pitch but also show that you’re genuinely interested in the company and invested in its success.

• Prepare for questions: Anticipate the questions your audience might ask and prepare thoughtful answers. This will show that you’re not only prepared but also confident and knowledgeable. Practice answering common questions aloud to ensure your responses are smooth and convincing.

Back yourself

Believing in yourself is a must when marketing yourself. Confidence not only helps you deliver your message more effectively but also inspires confidence in others. Here’s how to back yourself:

• Build confidence through preparation: The more prepared you are, the more confident you’ll feel. Practice your pitch until you can deliver it smoothly and naturally. Rehearse in front of a mirror, record yourself, or practice with a friend.

• Positive body language: Your body language speaks volumes. Stand tall, make eye contact, and use gestures to emphasise key points. A firm handshake and a warm smile can also go a long way in making a positive impression.

• Stay calm under pressure: Marketing yourself can be nerve-wracking, especially if it’s in a high-pressure situation. To stay calm, focus on your breathing and take deep, steady breaths. Staying composed will help you think more clearly and respond to questions more effectively.

• Embrace your unique qualities: Confidence doesn’t mean pretending to be someone you’re not. Embrace your quirks and unique qualities. Authenticity is powerful, and people are more likely to connect with you if you’re genuine.

How to create an elevator pitch

An elevator pitch is a brief, persuasive speech that you use to spark interest in who you are and what you do. It’s called an “elevator pitch” because it should be short enough to deliver during a brief elevator ride, typically between 30 seconds and two minutes. Here’s how to craft a compelling elevator pitch:

1.     Start with a hook: Your pitch should begin with a hook that grabs attention. This could be an interesting fact about yourself, a question, or a bold statement. The goal is to capture your audience’s interest right away.

2.     Introduce yourself: Clearly state who you are and what you do. This should be a brief summary of your professional identity. For example, "I’m a digital marketing strategist with over five years of experience helping brands grow their online presence."

3.     Highlight your USPs: Mention your unique selling points—what sets you apart from others in your field. Be concise but specific. For example, "I specialise in data-driven strategies that have increased my clients’ ROI by an average of 30%."

4.     Provide a call to action: End your pitch with a call to action. This could be an invitation to connect on LinkedIn, a request for a meeting, or simply asking for their business card. For example, "I’d love to discuss how I can help your company achieve similar results. Do you have time for a quick coffee next week?”

Some key takeaways from the keynote:

• Mind your language: Don’t say JUST and don’t say ONLY. “I just want to check…”, “I only wanted to see…”. Stand your ground and be confident.

• Have one clear message. STAND OUT - make yourself memorable to anyone and everyone.

• Wear a white coat - be a specialist and perfect your USPs!