What Self-Marketing Really Means

“This above all: to thine own self be true, and it must follow,
as the night the day, thou canst not then be false to any man.”
– William Shakespeare

In Issue #185

Guest Essay: What Self-Marketing Really Means by Pat Flanagan

When I completed AWAI’s basic copywriting course in 2007 I knew one thing. To kick-start my Big Six-Figure Copywriting Career I needed a mentor. Luckily I found Krista. Over the course of several months I received her ongoing encouragement and that of a few other very well known and successful copywriters.

Now it was time to go out and get clients.

Of course as we all know by now, business doesn’t just drop into your lap as manna from heaven. If you haven’t heard it a zillion times already, here’s the mantra again: Market Thyself.

For me it was a Bootcamp spec assignment that landed me my first client. Great start, I thought, but one client does not a business make. It was time to ratchet up the self-marketing machine. Well …maybe tomorrow.

Between bouts of procrastination, I’d whip off a self-promotional letter and a writing sample or two…and wait. If I completed one marketing task a day, I’d say to myself, “OK, I’m done for the day.”

I was painfully aware of a dozen other strategies that I should be deploying to grow my business. But I would not step out of my comfort zone. I was definitely and deliberately flunking Marketing 101. Why was I sabotaging my own fledging copywriting career?

I was beginning to feel like a square writing peg in a round marketing hole. When I was engaged in writing I was my “true self,” whatever that was. When I had the marketing hat on, I was …who the heck was that anyway?

Some serious soul-searching was definitely called for.

I decided to ask the Universe for guidance. “Look,” I said, “I had a long and fruitful career in Human Resources Management. But I’m done…done! I really don’t want to start all over building up another business. Spare me the long hours and the angst,” I whined. “Yet…I love to write and I’ve got the time, the energy and the desire to do it. Help me put all that to good use in this new venture, and while you’re at it, let it be fun this time around.”

I knew the first rule of marketing is to find out what your client wants and needs. Well, the client here was me! What did I really want and need?

After much rumination I realized that I didn’t need or want the Big Six-Figure Copywriting Career, as attractive as that goal might be. What I really wanted was a small part-time, incredibly enjoyable and fun copywriting career.

Did that mean that no self-promotion was needed?

Of course not. But I decided to be really picky about what prospects to go after and what tactics to use.

Is this any way to run a business?

Probably not. But for me, taking the steps I was comfortable with first, helped me to reduce the anxiety level and venture out beyond my comfort zone.

Interesting things started happening. Out of the blue, I received a check for an article I’d dashed off to a publisher months ago. I’d forgotten all about it. Then I started seeing my own stuff that I’d written for a client out there on the web. Small steps, but at least they were taking me in the right direction.

So, if self-marketing comes easily to you – I salute you. But whether or not you want the Big Copywriting Career or the small one, first make sure you know the deepest wants and needs of your most important client – you!

Resource Referral: Is There A Book Inside You?

Through her self-examination, Pat learned a valuable lesson. I’m thankful that she was willing to share it with us.

One thing I’ve learned over the past few years is that each of us has something to share. And with the Internet, it’s easier than ever to share it with hundreds, thousands, or even millions of people.

If you’ve had an experience that you know would help others and you’re willing to share it, writing an e-book is an easy and affordable way to do it.

I’m using Writing E-books for Fun and Profit as a guide in writing my first e-book. My sister, who is a master at mystery shopping and focus groups, is using it too.

Writing E-books for Fun and Profit is a complete A to Z guide that leads you through the entire writing and publishing process, from planning and laying the foundation of the e-book to driving traffic to your landing page to building an entire information empire. And it only costs $19. So go on…check it out.

Quick Life Tip: Get Clear…Then Act by Krista Jones

Often when we get stuck we “blame” it on the wrong reasons. We think we’re too busy, don’t have enough money, or don’t know enough to move forward. But what if the reason we’re stuck has nothing to do with those reasons?

Pat shows us that often the reason we’re stuck is because we’re not clear about what’s really going on or what we truly want. Once she sat with the situation, Pat gained more leverage, and now things are starting to move in her career.

If you’re struggling with some aspect of your career, get real with yourself. Light a candle. Sit quietly. Journal. Do whatever it takes to understand yourself.

Then act.

You’ll get different results. I know Pat’s not the only one has experienced this. If you’ve had a similar experience (or any other experience you’d like to share with other Copy Protégé readers), please let us know about it. We’d love to hear from you!