How to Advertise Yourself

How do you advertise yourself? There
are 4 basic levels:

1. Philosophical
2. Features
3. Benefits
4. Stories

Philosophical advertising is the most
basic level. This is where most people
start out. It seems to be the basic
level that everyone works their way up
and out of when they eventually become
successful.

Philosophical advertising is the kid
just out of college telling you he will
do anything you say and work very hard
if you give him the job. So far, he's
given you nothing but philosophy.

Stating that he is willing to do
anything and is willing to work hard is
a philosophical statement. While it
is not a bad idea, it may not get you
the job. In fact, philosophical advertising
is the least effective kind of advertising
that there is.

The next level of advertising is
feature-oriented advertising. This is much
better than philosophical advertising. In
feature oriented advertising you take a
show-me approach rather than a tell-me
approach.

Take our kid just out of college who is trying
to get a job. Now instead of telling you
that he will work hard, he shows you he
is a hard worker by mentioning that he was
an eagle scout and the captain of his high
school football team and valedictorian of his class.

All of these features, which are the derived
facts of his life, say far more about his
willingness to work hard than any philosophical
statement. He's showing rather than telling.
Showing is far more effective advertising than
telling ever will be. Show, don't tell.

The next level of advertising is benefits-based
advertising. In benefits-based advertising, our
college kids shows his perspective employer the
benefits.

The benefit of hiring me, class valedictorian? I
learn fast and you won't have to waste a lot of
time training me. The benefit of hiring me,
captain of the football team? You won't have
to put a lot of effort into keeping me motivated.
In fact, I'll motivate and inspire the other members
of the team.

The benefit of hiring me, an eagle scout? I believe
in something. I bring value to every project I take
on. It's my lifetime habit.

Benefits-based advertising is as high as most people
ever go. Very few get beyond it.

However, there is a higher level of advertising and
that is story-based advertising. If you will tell
a story, you will incorporate the 3 other levels,
plus you will take your advertising to another
level of effectiveness.

If our perspective employee tells the story about
the team being down 14 points at half-time and how
they rallied against incredible odds, only to beat
a team that had not lost a single game in 3 years.
Well, that says a lot.

It tells the employer that this former captain of
the football team knows how to make things happen,
even when it appears to be impossible.

The story level of advertising is very hard for
most people to reach. Why? Because they are too
busy trying to impress people to see the value
of stories.

Just remember this: Impressing people gets you
nothing or next to nothing. Of course, people
who do philosophical advertising will dispute
this. Their whole intent is to impress.

The reason why impressing people is so ineffective
is because, basically, people have no interest in
you. It's very easy to become bored with someone
who is trying to impress.

What people really want to know is what you are
going to do for them. A simple story that illustrates
all the wonderful things that you will be doing for
them says it all. Not only does it tell them what
you are going to do for them, it shows them too.

If you want to advertise at the highest and most
effective level, tell people a story that clearly
illustrates all the wonderful things that will come
their way if they buy your goods or employ your services.

Nothing is more effective than a story well-told
that delivers the goods. That's what we all want,
right? We want the good stuff. Put all your good
stuff into a story and your adverting will soar to
a level you never ever thought possible.

Ed Abbott