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  • Creating Your Professional Aura

    That’s true of social networking as well. If your interactions with your fans, followers, friends, etc., are primarily social, as opposed to professional, you could be hurting your chances of turning these connections into customers.

    When we think of the people we know in a social context, our primary perceptions, and recollections of them revolve around social interactions.  Generally we introduce these people in a social context.  Whatever their profession, it’s shared secondarily or not at all.

    For example, here are three social context introductions:

    “This is my friend Lani. She and I are in a Bunco group together.”

    “Meet my friend Laura. She’s my daughter’s best friend’s mother.”

    “I’d like to introduce you to Bill. He and I play racquetball together at 24-Hour Fitness.”

    That’s true of social networking as well. If your interactions with your fans, followers, friends, etc., are primarily social, as opposed to professional, you could be hurting your chances of turning these connections into customers.

    So much of the advice that you hear about the “how-tos” of social media focuses on, well, being social. And while it’s true that people don’t associate with you on social networking sites to be inundated with sales pitches, you have to keep in mind the context that you’re setting up.

    Ken Brand, author of the book Less Blah Blah, More Ah Ha, talks about how you can ensure that you create a professional context, where people in your social circles, be they online or “IRL,” think of you first as a professional who they can hire or recommend to others.

    Read Chapter 5 of his Less Blah Blah, More Ah Ha, “It’s Not Who You Know, It’s Who Knows You” to find out more.

    Brand discusses how setting up the wrong context can cause sales to sag, and how to combat that by generating “top of mind awareness” for your business. Although he’s writing about real estate agents, the lesson applies to any professional or entrepreneur.

    Donnie Bryant
    Content Director
    Upstart: Business and Management for 20-40 Year Old Professionals
    dbu@donnie-bryant.com
    http://twitter.com/Upstart__Nation

    Filed Under: Career

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    About the Author: Donnie Bryant is a direct response copywriter and marketing consultant. He specializes in improving businesses' sales and profitability by creating compelling marketing messages and strategies. Find out more about Donnie at http://donnie-bryant.com. You can also follow him on Twitter at @donniebryant and connect with him on Google Plus at +donniebryant.

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