Blog Your Way to Employment, Branding, and Your Differentiating Factor With Inner Architect

Susan Dean

I am very happy to announce the first of two Inner Architect workshops titled “Blogging to Employment” November 18 and 19. The workshop is a detailed basic course on how to create an employment campaign utilizing your blog as the delivery system for your message. The goal is to provide people a plan on how to create their differentiating factor in order to stand apart from the estimated 1.1 million Americans who will lose their job in 2008.

Call to Action: If you know anyone who is unemployed, and I know I do at this time, please consider informing them of this valuable workshop.

Benefits for Attendees

1. Your own Blog: We will help you register and set up your first blog

2. Employment Campaign: Learn how to action plan an employment campaign so that you can answer the age old hiring manager’s question “So Bob what have you been doing the past 6 months to find a job?”

3. New Skill Sets: You will add to your skill sets-blogging, navigating blog software, Web 2.0 tools, and networking

Workshop 1:

Date: Tuesday November 18, 2008

Place: Silicon Valley Holiday Inn Express San Jose Airport

Time: 6:30-9:00pm

Workshop Fee: $75

Workshop 2:

Date: November 19, 2008

Place: San Rafael, CA Ace Conference Room

Time: 6:30-9:00pm

Workshop Fee: $75

Value Comparison: Blog Set-Up fees, as advertised on the internet, run from $200-$300 which only covers the registration and setup without any coaching. Blog Coaching and Training fees run from $70 to as much as $500 per hour

Class Size: We will limit classes to 20 so that each student is provided hands on personalized instruction.

Come find out why you need to establish your brand, discover your differentiating factor, and add to your skill sets the latest Web 2.0 information.

Job Seeker’s Employment Campaign: Differentiate and Brand “You”

Courtesy dotdoubledot at Flickr.com

Reuters.com published this deansguide article October 8, 2008

Now is the time to take action in this challenging and changing employment environment. If you are a job seeker, a soon to be laid off ex-employee, or someone simply worried about your job security, this message is for you. Your greatest strategy to employment is to utilize Web 2.0 tools, network within the Social Media system, and join the global conversation by establishing your own blog.

“Blogging to Employment” is a hands on powerful workshop that provides the job seeker the tool to showcase:

  • Differentiating Factor: Stand out from the non blogging job seekers
  • Knowledge to Expertise: Showcase your business intelligence and assets
  • Employment Campaign: Chronicle your search strategies and answer the hiring manager’s question: “What have you been doing during the past (insert your timeframe) to find employment?”
  • Writing Platform: Establish the brand “You”, improve your writing skills through practice, and create content that hiring managers want to see
  • New Skill Sets: Learn to blog and utilize Web 2.0 Social Media Systems
  • Networking: Network globally, within your niche, and to your local market
  • Google Presence: Manage your search placement by populating your top 2 pages on a Google query of your name or business name
  • Reputation Management: Respond, correct, or defend against erroneous information about you online
  • “Living” Resume: Position your blog as an extension of your resume, a landing page where you send people to view your current activities

4 Strategies to Employment

  • Scenario Solution: take on a company’s challenge, posit your solutions, or review actionable steps that showcase how you might solve their challenge
  • Promote Linkedin Profile: Place a Linkedin widget on your blog that links to your Linkedin profile; place a link within your profile on Linkedin to send readers back to your blog
  • Profile Linking: Link all your profiles on each Social Media site to one another. Also link from these profiles back to your blog
  • What Are You Doing Now?: Promote and tell the world about your employment campaign and writing by placing links on Linkedin and Twitter. Linkedin has a message board and twitter is a “what are you doing now” message board

Related Blogging Services:

Business Blogging Basics

Business Blogging Strategies

Brand “You” By Establishing Your Writing and Public Speaking Platforms

“People who are effective speakers come across as more comfortable with themselves, more confident, and more attractive to be around. Being able to speak effectively means you can sell anything-products, of course, but also ideas, ideologies, and worldviews.” -Dustin Wax Lifehack

Throughout your business career if you have worked for a corporation or small company you have probably “towed the company line.” That is to say you learn the products, services, and culture inside out and you are able to repeat the benefits and features of your employer to anyone interested in listening-or not.

How Do I Brand Me?

“The good news — and it is largely good news — is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.”-Tom Peters “The Brand Called You” Fastcompany.com

1. Differentiating Factors: what is your Differentiating Factor? Do you have great experience in your niche, well known company experience, negotiating success, or any other accomplishments that help you stand out from the crowd?

What Do I Do To Brand Me?

“Politicians brand you. So do marketers-and your boss and co-workers. If you don’t take control of your brand, you’ll forever be stuck with how the world judges you.” -Diane Brady BusinessWeek

1. Writing: create a writing platform within your business. Whether you are an employee of a large firm or an agent in a brokerage begin writing.

a.) How To: write step by step guides on how to do things

b.) Lists: write top 10 lists or 5 things that will help people. . .

c.) Profiles: write about other industry professionals, your clients, or your niche

d.) Analysis: analyze your industry, a new product or service, or anything in the news about your industry

2. Vehicle to Deliver: establish a blog. This is the best method to deliver your message. If you will not write a blog then produce a weekly newsletter for email distribution as well as hard copy distribution. Trade magazines or ezines, prominent bloggers in your niche who will allow you to become a contributor

3. Public Speaking: create a public speaking-workshop platform within your business.

a.) How To: utilize your writing platform for scripts or workshop content for your speaking platform

b.) Research: your niche for effective speakers; evaluate their topics, create a list of workshops of value

4. Approach Organizations: offer your keynote or workshop for free. Speak at Rotary, Lions Clubs, industry meetings, your company, affiliates, career fairs, employment groups, schools, womens organizations, networking groups, or on a soap box in the parking lot of your local 7-11. JUST SPEAK! Get out and do it. Your practice will lead to confort and exposure

Results

1. Writing provides a constant flow of information about you, about your expertise, and it becomes your moving “living” resume. It demonstrates your ability to communicate on a level most people will appreciate. Your helpful writing give people the perception you are there to help

2. Speaking provides quick exposure and viral marketing word of mouth opportunities. Do a good job and your audience becomes your instant “commercial” to their friends and family.

Realtors “Measure” Your Success For An “Unfair Advantage”

FoxBusiness.com published this deansguide article on August 5, 2008

Guy Kawasaki talks about the differentiating factor in a business being that businesses “unfair advantage.” The one person, product, or service that nobody else in the niche or industry can duplicate or “touch.” This must be quantifiable and measurable in order to illustrate the true value to the market.

Lawyers measure their success, in many cases, through their percentage of wins in the courtroom. Professional baseball players measure their success through their batting average or wins. Chefs measure their success through restaurant reviews and Michelin stars.

Here Is The “Salesperson’s Problem

Unfortunately sales people often measure their success by pointing to their sales volume, innocuously siting vague buzzwords like “value add” and attempting to push the idea they are experts without providing any objective outside source for validation

Examples of “Old School Hard Sell” Measurement

When Realtors utilized their promo, marketing, or ad materials they often site the following “reasons” for consumers to blast down their doorway:

1. Sales Volume: Sales volume does not equate to salesmanship, customer service, or expert knowledge. Selling big volume can be, and has been in many cases, the product of nepotism, favoritism, smoking white hot markets, and the always present hard work

2. Top Producer: Brokerage top producer logo’s and marketing materials are an attempt to impress consumers by showing experience and effectiveness WITHOUT really showing anything of detailed substance

Top Producer “tags” are only relevant to a consumer if you can negotiate a great price to sell their home or help them buy a home. It is more relevant if you can show properties before they hit the market or warn the consumer about a problematic area

Differentiate Through Measurement?

1. Find Measurement: Find a stat that consumers can understand and appreciate. One that they find value in and believe is helpful to their needs

Differentiating Measurements

1. Sales Dollars Below Asking: Why not keep a running spreadsheet on sales dollars below asking? Or find a measurement that will describe your ability to negotiate and save your clients money

2. Go-To Source Before Market: Can you find great properties and offer a full list of properties no other agent can offer to consumers? Can you do this prior to the property coming on the MLS? Can you be perceived as a go-to source of information? How about a stat you keep of the number of properties you sold that were not on market as a method of showing your ability to bring more to the table?

3. Transaction Savings: Is their an affiliate relationship that you can leverage that brings dollar savings to your clients? If so can you total the dollar amount into an impressive measurement tool that shows how consumers benefit by doing business with you?

#1 Factor For Startup Business Success: Do You Have A “Social Object”?

Last night I attended one of the most amazing, ongoing, networking meetings available in the world. No this is not an exageration–it is the Silicon Valley Association of Startup Entrepreneurs aka SVASE. Last night’s panel has incredible substance factor and track records of success:

Patrick Chanezon, API Evangelist, Google; Jyri Engestrom Co-Founder Jaiku; Konstantin Guericke, CEO jaxtr and Co-Founder, LinkedIn; Ramu Yalamanchi, Founder and CEO, hi5

One of the big “Ah-ha” discoveries was what the panel described as “Social Objects” and the need to find a Social Object in order to build your business.

What Is A Social Object?

The examples given of Social Objects are the best way to describe what they are in business:

Ex.1-Youtube has video as it’s social object. People come to youtube to watch video, they add their own videos, and they utilize other people’s videos for their blog or website. This created the critical mass viral marketing we now see for youtube

Ex.2-Flickr has photos as it’s social object. People post their photos, share with the network, they take away photos, and they virally spread the word about other people’s work.

Do You Have A Social Object?

A great example of someone with a social object is America’s mortgage broker Brian Brady. Brian’s social object began as “the American Dream” aka home ownership aka money. People need funding to own a home and mortgage brokers provide that access to many new homeowners.

But Brian took it a giant step further. Brian became THE go-to source of information about mortgages on the internet. He socially networked everywhere, he commented, he spoke as a keynote speaker, and he built online recognition through blogging that has positioned him today.

How Do You Find Your Social Object?

What differentiates your business as a Realtor? Do you dominate a particular area? Are you perceived by consumers as the expert in that area-region? Or are you an expert in a area of real estate knowledge ie. buyer’s agent, 1031 Exchange specialist, seller’s agent, or relocation expert

Tip: Remember a Social Object is something people revolve around, talk about to other people, continue to follow, and have an ongoing interest in maintaining a level of knowledge about in their lives.

Quick Business Guide #1: The 5 Key Questions You Must Answer Before Launching Your Business

Watch this video of Jay Abraham to understand Key Question #3 in this Quick Business Guide

In order to understand the importance of preparation in going to market with any business, you must first install processes that will support your business. One of the most important overview processes to perform is answering the 5 Key Questions to starting a successful business.

If you do not have answers for any of these questions, it is important to stop and examine the “missing ingredient” that may create long term problems for your new startup.

The Five Key Questions

1. What is Your Substance Factor?

These are experiences, education, career titles, collaborations, successes, or lessons learned from failures you accumulated throughout your career that provide the “expert” substance factor that will give you credibility in your business

2. What Are You?

This is identifying what type of company you are about to launch and the market you are targeting

3. What Are Your Products, Services, and Market Strategies?

This is simply identifying whether you provide a tangible or intangible product, services only, products and services, and the strategy that allows you to cross sell and or up sell your customer base on an ongoing basis.

The #1 Market Strategy you can review before going to market is provided by the $7 Billion Dollar Man Jay Abraham in “3 Methods To Grow Your Business”

4. Who Is Your Customer?

Identify your customer, their demographics, their propensity to buy, and the habits this target market exhibits. Identify if you will sell to the general public, small businesses, large corporations, or a combination of the aforementioned. Investigate the possibility of opening up to a global-world wide market

5. What Is Your “Differentiating Factor(s)”?

What makes your product-service special or standout from the marketplace? Do you have an advantage that your niche competitors do not have in their businesses? Can you market this differentiating factor and make it a driving factor in your launch? How can you leverage this differentiating factor in order to convince an established business, in your niche and with established-developed channels into the market, to partner-collaborate-or present you to the marketplace?