Telling Tales - Selling Yourself

One of the great things about being in marketing is getting paid (hopefully) for telling stories. Having the opportunity to imagine then deliver a narrative that helps clients and prospects to understand and support the value of a proposition is a rich career. There is something special about creating a campaign; getting the research done; thinking through the plot; the team; the hooks; the audience; the delivery medium; the measurement. The creative process is often a very satisfying journey.

I have been telling stories all my professional life. I suppose I used to tell tales as a youngster too but I am convinced they were always innocent - even if my wife's retelling of my "you can have two star signs" story has been made wicked by time. Astrology was a richly fertile field for starting new realtionships!

I have been engaged with the "office of the hat-stand" recently on the subject of my own story. Objective: How do I want to portray my new self to the old/new world?

I expected it to be a straightforward exercise. Just like at the old office. The only real difference is that I am positioning myself and not a product or set of ideas. Easy as sliding on ice. Use the same techniques as of old. Get the storyboard together; practice the pitch; refine; practice again and deliver that pitch perfectly.

DISCOVERY - easy as sliding on ice indeed. Fell flat on my face!

Sort of got a little muddled up between the chronology-centric and the skill/achievement based narrative (that's the kind way of putting it). Heck! I'm supposed to be expert at this. Selling something as close-up and personal as myself was tougher than I thought it would be. Tough when you are the delivery medium and that you don't want to seem insincere (for which read narcissistic) or even worse unconnected (for which read blase) to your own story. And it's hardly that it's not important.

It's pretty much under control now but I did want to share a few things that the hat-stand advised and a few others that have come to mind and then got incorporated. In the spirit of the best self-help titles, I have created a one-word mnemonic - R.A.P.P.O.R.T - apt maybe given that rapport is perhaps what we are mostly seeking? Many of these ideas are linked. All seemed important to me.

Relevant - It's not your life story. It's those parts of your story that will get your audience thinking you have something they (or their client) need. This means two things. Firstly, take time to try to find out the hot-buttons you need to press. Secondly, keep it to the point. And - avoid the "pipotron" - thank you Jeff Haden for the wise advice you outline (you can find Jeff here) and thanks to Andre Mechaly for the word "pipotron".

Actionable - It's not just what you've done. It's also how you did it. So many new hires fail because the fit is wrong and not because the skill-set is lacking (Forbes). Finding the right way to sell your style as strongly as your capability is critical. Be honest too. It will save everyone time downstream. Truth will out.

Posture - WOW! This does matter. "Slouching is Ouching". Sit up and be attentive. Show them you want to be there.

Pick up the Signs - We all know the truism that most communication is supposedly non-verbal - so take care to pick up the interest signs positive and negative and adjust your story accordingly. Some signs are easier to see than others but keep your senses tuned, even when in full-flow.

Optimism - Be positive in your story-telling. Who wants to hire a misery?

Remember Me - Be memorable. Work on a couple of facts that will keep you in mind long after you have left. I had considered fire-eating as a hobby but on reflection that would have put up the "key-person insurance" premium in that super start-up I would like to join. Try here, if you would still like to try (DISCLAIMER).

Tease - I think it was P.T Barnum who said you should have an audience leave the Big Top wanting more. Satisfied but wanting more. Timing is everything. Know what you want to say. Say it and then STOP. Nothing worse than bad bagpipe droning, (apologies to my father-in-law who is an excellent piper).

A bit long for me - but perhaps it will be useful - even as an aide-memoire. And if you want more, more Tales from the Cabinet coming soon.