Assistant Professor & ESL Coordinator, Northern Michigan University
It’s all about Product, Presence, and Personality . . .
Product ~ What is it you are selling? Where does your expertise lie and where do your talents fit? And remember it’s not enough to state a general focus, like teacher. Be detailed and specific: “My teaching is based on a classical rhetorical foundation and offers a pragmatic approach to teaching oral and written communication to first- and second-language students through writing and presentations via modeling and one-on-one conferencing.”
Consider audience: Who is your target audience? You cannot reach everyone. You only have so many resources and so much time and energy. You cannot be everything to everyone. Be sure to market yourself within your field. You have a special area of expertise – so market that – to those individuals interested in that expertise.
Presence ~ How to you want to be seen? You will be seen, so you may as well choose how. Personally, I use the following sites to post information about me and give an overview of my expertise, and provide ways for people to contact me and connect with me.
Part of being marketable is knowing what and who is ‘out there.’ Spend time researching other people, companies, etc. Be interested in other people – in what they do and say – and be willing to share with them, at least to a point. You want to become memorable; before you can do that – you need to be seen as a genuine person – interested in what others have to say, in what they are doing, and you need to be able to carry on a mature (longer than one minute!) and expansive conversation that is not (just) about you!
Personality ~ Competition requires that we individualize our presence and expertise. We can do this in two ways:
I own this book and you may borrow it if you wish.
This website on business/marketing and Value Proposition – a type of branding – is an excellent example of branding – itself! Peruse this site by and about Peter Sandeen. Consider the layout of his webpages, the sizes and types of fonts used, what he offers – free – to get a visitor interested, etc. Here is the piece in Word format.