In the fast-paced world of business, a crucial aspect often overlooked by entrepreneurs is self-promotion. Some business owners tend to keep their professional ventures shrouded in secrecy, hesitant to share their accomplishments with their personal networks.
This topic came to mind for me after a recent coaching conversation that led me to realize, after six consistent years of working with new-to-the-industry advisors, one common theme always shows up: They are shy to tell anyone about what they are doing now. Or they never thought to shout from the hills about their new venture. Why? For fear of offending anyone or, often, a lack of confidence that they really know what to do. Advisors often tell me their businesses are slow to get off the ground, and they are doing tons of "education" but are not sure why it is not taking hold. I always ask, “Who have you told that you are a travel advisor now, and are ready to help them with their travel dreams?” I call this "stepping into the sun." And by the way, this phenomenon is not exclusive to new advisors. So, I ask you, have you stepped into the sun?
Appropriate self-promotion is an essential tool for building a thriving business and establishing a strong professional identity. In this edition of Travel High Five, we will delve into the art of owning what you do in business and will highlight some critical areas to get you thinking about this very thing. You know me though; I want you to act. So here we go.
Establishing Your Professional Identity
Owning what you do in business begins with acknowledging your expertise and embracing your professional identity. Many entrepreneurs shy away from self-promotion due to the fear of appearing boastful or arrogant. However, sharing your achievements, experiences and knowledge is not about bragging; it's about establishing credibility and demonstrating your authority in your field. By confidently communicating your skills and accomplishments, you set the foundation for meaningful connections and opportunities. Note that all important word: "confidence." You will gain confidence by being confident and learning as you go.
Overcoming the Fear of Self-Promotion
The reluctance to self-promote often stems from the fear of rejection or judgment. Overcoming this fear requires a shift in mindset. Consider self-promotion as a way of educating others about what you offer, rather than boasting about your achievements. Focus on the value you provide to your target audience. Sharing your journey by including challenges you've overcome and lessons you've learned humanizes your brand and makes you more relatable. Education is value, by the way. When you provide people with information without an expectation of anything in return you will immediately gain credibility. A word of caution here though, don't give away the proverbial store. Hold some things back that are reserved for your best future clients.
According to this Forbes article on personal branding, authentic self-promotion involves showcasing your expertise and accomplishments while maintaining humility and a genuine desire to help others succeed. This approach fosters trust and authenticity, two key factors in building lasting professional relationships.
Leveraging Your Personal Network
It's not uncommon for business owners to keep their professional ventures a secret within their personal networks. However, this approach limits potential opportunities for collaboration, referrals and support. Your friends, family and acquaintances can become valuable advocates for your business. Sharing your journey with them can lead to unexpected partnerships and connections.
This Harvard Business Review article emphasizes the importance of leveraging your personal network for professional growth. By tapping into your existing relationships, you expand your reach and create a network of advocates who can vouch for your expertise. I think this idea is one of the single most powerful points in business and can often be overlooked. It is the key to a broader referral-based business.
Building An Online Presence
In today's digital age, having an online presence is paramount for business success. Social media platforms, personal websites and professional networking sites provide avenues for showcasing your work and engaging with a wider audience. Sharing your accomplishments, insights and experiences on these platforms not only boosts your visibility but also positions you as an industry thought leader.
Forbes advises entrepreneurs to curate their online presence by sharing valuable content, engaging with their audience and contributing to relevant discussions. By consistently providing value, you can attract a loyal following and establish yourself as an authority in your niche. There is enough travel business out there for anyone who wants it. Curate your best clients from those personal networks and referrals. Of course, work any organic business that comes your way from other marketing efforts but by doing these other things you can afford to be pickier about who you take on as a customer.
Celebrating Milestones and Achievements
One of the most effective ways to promote yourself and your business is by celebrating milestones and achievements. Whether it's a successful project completion, a significant partnership or an industry recognition, take the opportunity to share your excitement and gratitude. This not only highlights your accomplishments but also reinforces your dedication and passion for what you do.
According to Psychology Today, celebrating achievements boosts self-esteem and motivation, helping you stay committed to your goals. Sharing your successes with your personal network not only generates positive feedback but also inspires others to pursue their ambitions. From personal experience as a business owner this is an easy one to let slide. Make it meaningful for you in some small way, like a book you have been meaning to treat yourself to or a day at the spa. You deserve a break from what it took to get you there.
So, there you have it. Appropriate self-promotion, shameless plugs and simply stepping into that sunlight, when done in an appropriate way, are the key. Don't miss the fact that it is up to you and no one else to self-promote. It truly is an integral part of building a successful business and establishing a strong professional identity. By owning what you do, you create opportunities for collaboration, growth and recognition. Overcoming the fear of self-promotion, leveraging your personal network, building an online presence and celebrating milestones are key strategies that can empower you to confidently share your journey and accomplishments.
Remember, self-promotion is not about arrogance but about sharing your value and expertise with the world. Here is to your success today and always!
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