Self Marketing Power: Branding Yourself As a Business of One

265 Pages·2008·12.93 MB·English

by  Jeff Beals

I
Jeff Beals
Branding
Yourself as a
Business of One
Keynote Publishing • Omaha, NE
Copyright© 2008,byJeffreyS.Beals.Allrightsreserved.Nopartofthisbookmay
be used or reproduced in any manner whatsoever without written permission
exceptin the case ofbriefquotations embodiedincriticalarticles or reviews. For
information, address the Editor, Keynote Publishing, LLC, do 13518 T Street,
Omaha, Nebraska68137, 402-884-5995
Neither the publisher nor the author is engaged in rendering legal or other
professionalservicesthroughthisbook. Ifexpertassistance isrequired, the serv
ices ofan appropriate competentprofessionalshould be sought. Theauthorand
publisher shall have neither liability nor responsibility to any person or entity
withrespecttoanylossordamagecaused, orallegedtohavebeencaused,directly
orindirectlybythe informationcontainedinthisbook.
LibraryofCongress Control Number: 2007931587
ISBN-lO: 0-9797438-0-X
ISBN-13: 978-0-9797438-0-1
CataloginginPublicationDataonfile withPublisher
Coverand InteriorDesign © TLCGraphics, www.TLCGraphics.com
Editorialservices: SandraWendel, Write-on Inc.
MarketingandPublicity: Concierge Marketing Inc.
Authorphotos: BlaserPhotography, Omaha, NE
KEYNOTE PuBLISHING, LLC
PO Box540663
Omaha, NE 68154
www.selfmarketingpower.com
Printedinthe UnitedStates ofAmerica.
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Preface
I
LTHOUGH THE TITLE OF THIS BOOK IS SELF MARKETING POWER:
Branding Yourself as a Business of One, it is really much more
than that. Above all, it is a book about success - personal,
career and business success.
Iwrote this bookhoping to make a difference in the readers' lives. I
want to help people be more successful and come closer to realizing
the tremendous potential that dwells inside them. As a former college
dean and current part-time collegiate instructor, I care a great deal
about the success and personal fulfillment of those around me.
Fostering success in others is simply part ofmy nature.
Itismybeliefthatselfmarketingisanessentialcomponentofcareer
success. Too oftenIhaveseentalented- butexcessivelymodest- peo
ple work tirelessly only to watch someone else benefit in the end. Too
often Ihave seen potentially successful people fall short oftheir goals,
because they didn't know how to promote themselves in an assertive
but tasteful manner.
Today's marketplace is crowded and noisy. That's why self market
ingisso important. Billions ofpeople are competing for the spotlight.
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SELF MARKETING POWER
Those who actually get the spotlight to shine on them are the ones
who flourish.
Whether you're hoping for a job promotion, trying to land a big
client orstrivingto make a difference in your community, one thing is
for sure: you have to stand out. You have to speak out on yourbehalf.
Successful people must know and use the secrets ofselfmarketing.
This book reveals and explains these selfmarketingsecrets. It helps
you, regardless ofyour current success level, go further down the path
toward high-level self marketing competence - an almost magical
realm where your self marketing is purposeful and directed but out
wardly appears humble and effortless.
Self Marketing Powers content comes from diligent research and
closeobservationofhighlysuccessfulindividualsaswellasmyperson
al experience as a real estate executive, academician, radio talk show
host and newspaper columnist.
As you read on, you will quickly realize two ofmy most significant
selfmarketing philosophies.
First, professionals in any industry are businesses unto themselves.
Each person is abrand. Regardless ofyour chosen profession, you are
a"businessofone" ratherthananemployeeofsomeoneelse'sbusiness.
Second, each professional needs to think like a politician. Like the
politician running for office, you are campaigning for something. It's
a personal, lifelong campaign for whatever matters to you. Politicians
never miss an opportunity to promote themselves before potential
voters. Likewise, you should constantly promote your brand to your
own personal "voters."
The first four chapters ofSelfMarketing Power explain exactly what
self marketing is and why ambitious professionals must engage in it.
Chapters 5 through 12 discuss the nuts and bolts of self marketing:
how you actually market yourselfin an effective but tactful way
Chapters 13through20are criticallyimportant,because theyexplore
how the traditional elements of success - attitudes, philosophies and
behaviors- should be synthesizedwithselfmarketingprinciples.
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PREFACE
Those readerswho are interestedinpursuingdifferentcareeroppor
tunitieswill be particularlyinterestedin Chapter 17, which provides a
new and refreshing approach to thejob search process.
SelfMarketing Poweriswrittenforanyonewhowantsmorefrom life,
but it is especially useful for:
• Ambitious people who want to move up
• Professionals who are feeling restless in their currentjobs
• Salespersons hoping to do more business
• Business owners who want to boost revenue
• Prospective entrepreneurs who have not yet pulled the trigger
• Communityvolunteers who want to establish bigger names for
themselves in order to make abigger difference
• Recent college graduates who want to accelerate their
career success
Uponcompletingthisbook, Ihopeyou areleftwithnewinsightand
practical, how-to knowledge, but I also hope you are left with a lot of
"feelings." Among these feelings would be excitement, inspiration,
confidence, enthusiasm and motivation.
Bysimplypickingup thisbook, you probablypossess thebasicinter
estanddesiretoaccomplishmoreandrisehigher. Thetrickistoputthat
interest and desire to work for you. By doing so, you just may achieve
the highest levels ofcareerand life successyou have everimagined.
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Acknowledgments
;"'·,;,,··,,,;,,;.,·,
I
RITING ABOOK IS AMAJORUNDERTAKING AND REQUIRES THE SUPPORT
H ofmany people. Fortunately, there have been manybymy side
;
along the way.
The support of my family means everything to me. I would espe
ciallylike to thank mywife, Stephanie Beals, who always provides me
great support and encouragement. Iam blessed, because she is agreat
wife, friend and business partnerbut also awonderful, loving mom to
our son,Jack.
I am indebted to my parents, Terry and Mary Beals, and several
other family members including Dr. Greg and Maria Beals, Scott and
JillGraves, Kacie Beals, Rollie and ShirleyWinter, ManishDasand Lisa
Winter-Das.
My trusted friend and confidant, Trenton Magid, is my employer at
Coldwell Banker Commercial World Group and my business partner
in acouple otherventures. My long friendship with him has given me
great material for this book, but just as valuable, his support and
understanding gave me the confidence to pursue it.
JimVokal, another colleagueat ColdwellBankerCommercialWorld
Group, is a close friend and my next-door neighbor at the office. He
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SELF MARKETING POWER
has had to endure frequent updates about the progress of this book.
His encouragement has been valuable. I would also like to thank
Tucker Magid, Ryan Callinan, Jennifer Turkel, Carl Weiland, Carol
Behm, Jean Lahti, Bob Robinson and the entire team at Coldwell
Banker Commercial World Group. Elaine Clark, our Director of
Accounting, played amajorrole in this effortacouple years ago, when
she asked me to deliver a speech on selfmarketing for her chapter of
American Society ofWomen Accountants.
As a man with many interests, I have several "part-time jobs" in
addition to my full-time work in commercial real estate. My sidejobs
have given me the perspective necessary to understand selfmarketing
andpersonalsuccessmore deeply Inthatspirit, Iamveryappreciative
of Dr. Lou Pol (Dean), Dr. Kim Sosin (Chairwoman Emeritus,
Department ofEconomics), Dr. Roger Sindt (Director, Real Estate and
Land Use Economics Program) and Dr. Donald Baum (Chairman,
Department of Economics) of the University of Nebraska at Omaha
College ofBusinessAdministration.
Iwould also like to acknowledge Gary Sadlemyer, Bill Ryan, Roger
Olson, Scott Voorhees, Jim Rose, Tom Stanton, Ken Wurdeman, and
the entire team at News Radio 1110 KFAB. Ialso appreciate and value
my strong relationship with the guys at The City Weekly especiallyJim
Minge, Dan Beckman andAndy Ruback.
Asignificant portion of this book's content came from my work in
student affairs and the career success presentations Ihave been giving
to college students for 10 years. Accordingly, I am grateful to Patrick
McBride, Dr. Terry Dixon, Estelle Johnson, Terri Heggemeyer, Jason
Barelman, Connie Bottger, Dr. Theresa Lamsam, Heather Nelson, Pat
Crisler,Jane Schaefer and Dr. Andrew Gustafson.
A book cannot be successful without a great publishing team. I
received marvelous support and guidance from Lisa Pelto, owner of
Concierge Marketing, who persistently encouraged me to turn my
speeches and lectures on selfmarketing into this book. I also appreci
ate myeditor, SandraWendel. TLC Graphics ofAustin, Texas, designed
the cover and interior ofthe book. Abig thank you goes to my friend,
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ACKNOWLEDGMENTS
MitchArnold, ownerofPreferredPartners, who manageswww.selfmar
ketingpower.com. He also handles the website for my radio program.
In preparingthis book, several friends and professionalacquaintances
have been great at providingsupport and givingadvice. In particular, I
would like to mention Scott Kennedy, KirkSwartzbaugh, Scharlie Fitts,
Dave Arch, Kristine Gerber, Pete Coen, Darren Obrecht, April Kelly,
Frank Allen, Karla Ewert, Lou Chiganos, Rob Krohn, Bridget Lynch,
Michele Singh, Rev. Lou Forney, Scott Meyerson, Kurt Cimino, Jerry
O'Doherty, Nicole Adams, Jason Butts, CraigWolf,Juleen Olson,Jerry
Wajda,JenniferWurth, Ammy Magid and George Morgan.
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