Marketing You! Apply the basic principles of marketing to yourself and you'll be astounded at the positive results! By Gwen Moran Today's tight labor market, combined with a new flexibility in work options, has created an environment that's perfect for many people to create their own dream jobs. However, even in times where good workers are in short supply, you need to shine to land the best opportunities. Marketers have spent many years - and many dollars - on perfecting systems that do one thing: Sell products. And when you get right down to it, that's what you want to do, too. While it may seem a bit callous to define you as a product - after all, women are each unique individuals - adopting some of the most basic principles of marketing can help you focus on landing the opportunities that are right for you. That could mean climbing the corporate ladder or launching your own business. Grounded in a base of definition, analysis and achievement of goals, give these steps a shot and see how far they take you. Analyze the Product Any good marketer's first step is to take a long, hard look at the products she's going to promote. What are the benefits and features of the products? In other words, do you have special skills or experience that make you perfect for the job? What's the competition? How is your product, the brand called YOU, better than the rest? Be honest with yourself and list your strengths and weaknesses. If there are areas that could be improved, such as brushing up on relevant skills or getting some additional training, make plans to do so before you head out on the hunt. Target Your Market Define exactly what you're trying to accomplish. A plum promotion? A hot new client? You need to find out who the decision-maker is. These are the folks who determine who gets the job or the account and they're also the people who need to know about you - and why you're the answer to their needs. Take a few moments and identify the decision-maker: A department head? Business owner? What is this person seeking in the candidate she'll ultimately hire? Create Your Key Messages What do you need to communicate about yourself to convince the decision-maker that you're the perfect person for the job? Have you done something outstanding in your department or for another client? Write relevant information down and transform it into an appropriate format, such as a resume, capabilities statement or presentation. Then, make an appointment to meet with the decision-maker to present your case. Perfect Your Packaging This doesn't mean hauling out your dog-eared copy of Dress for Success, but if you've got your eye on a big jump in responsibility, your boss has to feel that you can handle it. In addition to looking the part by being appropriately dressed, you need to have a well-rehearsed presentation on why you're the right choice. Watch those nervous habits - fidgeting, nail-biting or others -- that can undermine the credibility of even the best-dressed professional. Get the Word Out Whatever you're selling, it helps to have help. Allies can come in the form of references, colleagues or others who will give you glowing reviews. Be sure to touch base with references beforehand and get their okay to use their names. Also, review with them the name of the person who will be calling and what skills should be discussed in the conversation. That will help your reference focus on the issues that will be most meaningful for the decision-maker. One caveat: While you want to be sure that the decision-maker knows of your interest, in highly-competitive environments it may serve you well to not publicize the fact that you're going after a big opportunity. Tell trusted colleagues and references and be sure that the decision-maker is clear about your intentions. But sometimes it's wise to keep mum to co-workers or competition. Make Your Pitch One golden rule in sales and marketing is to ask for the business. Once you've met with the decision-maker and put your best foot forward, be sure that you end with a request for the opportunity. Try something like, "It's been great meeting with you and I truly believe that this is a good match. I hope you'll decide that I'm the best candidate for the job." The basics of doing your homework, identifying the decision-maker and making the pitch have worked in industries from automobiles to zip drives. By focusing on bringing your skill set to the attention of those in a position to purchase your expertise, you'll increase your success in selling yourself - whatever form your career may take. Gwen Moran is the founder of BoostYourBiz.com, an online marketing resource for small to mid-sized businesses that launches in July. She also owns a marketing agency and writes frequently about marketing and business issues. E-mail her at gwen@BoostYourBiz.com. Let other BlueSuitMoms know about your promotion or new job