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Everyone has a special niche – their little corner of the world.  Are you known in your corner of the world?

If not, why not?   Did you elect to stay a secret?

Are you a secret because:

• You don’t have the time to figure out your value?
• You don’t have the confidence to share it with the world?
• You don’t have the time to share your story?

Odds are you are very good at what you do.  And, the odds are just as great that very few people know much about you, your niche and what makes your work so special.

We are all taught, “don’t brag” and “let your work speak for itself.”   Those are great sayings and I ‘m sure, when shared with us as children, the intent was to help or protect us from something.

As a career coach, I talk to so many people who not only don’t know how to describe or share their unique niche, they have no clue what the value of their special skills are in the marketplace.  Are you one of those people?

If you are, you are limiting your income, happiness and success.  Companies, peers and potential hiring managers are looking for confidence and for people who add value to their teams by knowing who they are and what they can do.

If you are confident and known in you niche, you will be looked for and found.  If you hide your value or simply fail to share it, others won’t seek you out and you will always find yourself running to stay even or just one step ahead.

In today’s marketplace, those who enjoy the most success, have the most fun and are the most influential in their industry are recognized in their niche and by the people who need them.  They have a strong brand and they enjoy life every day.

It’s really not difficult to achieve this status, do the work you love and have clients value your skills.

If you are ready to join the ranks of these confident and talented people, I highly recommend you read:  Ditch. Dare. Do!  3D Personal Branding for Executives: 66 Ways To Become Influential, Indispensable, and Incredibly Happy at Work.  

You can learn more about the book at www.ditchdaredo.com  or purchase it at “Ditch. Dare. Do!”  

Saturday evening we attended Zootopia 2013, an event celebrating the Franklin Park Zoo’s centennial and Zoo New England.  It was fun and inspirational.  Live animals, inspiring people and unique stories combined to produce an engaging evening.

Branded leadership was everywhere.  I truly love to talk to people who have passion for what they do.  The marketplace loves it, too! A person’s palpable uniqueness and authenticity excites, engages, and connects people.

I was most inspired by the owl handler’s love for his job, his strong brand and the immediate impact of his leadership.  You can see in the photo he enjoys what he does.  His voice, eyes and energy share and highlight not only his brand, but also his keen knowledge of of the critical element that helps strong brands flourish — face-to-face time with clients, supporters, and professional contacts.  This time is important for him, the barn owl, and the organization they represent.

It was clear that the entire Zoo New England team (zookeepers, animal trainers, business development staff and board members) understood that uniqueness unlocked allows life to flourish, fun to blast forward and amazing results to occur.  They truly inspired themselves and the event attendees with their passion for what they do.

Do you inspire yourself?  Why do you do what you do?  Do you share your vision, passion and mission with others? Who else have you inspired to share your story?

Here are just some of the people telling the Zoo New England story to the world:   Jeff Corwin, Anna Rose Rudy, Robin Young, Adam Crellin-Sazama and Beau.  And, clearly they are inspiring others to tell the story, too.

Is it time to build your brand equity and inspire others?   Who is shouting about what you do and how you and your team are unique?

If you need help to leverage your uniqueness, do what you love, and inspire others, give me a call.

It was such a delight to take a short sabbatical — spending time resting, recharging and renewing my mind, body and soul during the month of April.  It was also a joy to return to New England to find that spring had indeed arrived.

Spring is a beautiful time of the year.  It represents the point in time each year that nature wakes from its winter rest and shows the world its renewed self. Spring holds fresh starts, new blooms, and often, new projects.  Look around — what do you see?

Last week, the crabapple tree in front of my house popped into full bloom and the red tulips around the trunk also began to show their colors.  It was as if they effortlessly joined together to add their beauty to the world at exactly the same time.

It often seems the spring beauty appears without effort, yet it does not.  Each plant, flower, and tree that suddenly bursts onto the scene is encoded with a plan to help it survive and thrive.

While I was away I pondered what the world, the marketplace, and our lives would be like if humans did not have free will.  What if we could not pick what we wanted to be or what we wanted to do — how would the world be different?

Without free will you would just be a tulip or a rose or an oak tree.  That is it.  Your plan would be set.  You would have no choice.  You would simply live out the plan set for you and be a <insert whatever you want here>.

When speaking to people (clients and others) who are contemplating a career shift or change they often tell me the choices scare and/or overwhelm them.  I get that.  I recall those feelings all too well.

If that is what you are feeling, you haven’t yet experienced the fun, exciting discovery of looking at all the electrifying opportunities before you.  Or all the doors that will open, almost effortlessly, when you tap into your strengths and the unique ingredients that set you apart and make you oh so successful.

If you are in that panic or frightened place ask yourself the famous Dr. Phil question, “So how’s that working for you so far?”

If the answer is “not so well” – are you ready to change that?

Are you ready to begin exploring your strengthens and many the opportunities before you?

Check out the look and words of a newspaper headline.  It is designed to help sell newspapers and get readers to at least scan the article.  Your LinkedIn headline serves the same purpose.  It helps you be found, favorably communicate what you do and why someone should care.

If your current headline is relevant and doing its job, leave it alone.  On the other hand, if it is advertising you are out of work and begging for a job,  its time to change it.

Those interested in interviewing you will look you up online.  Your photo and headline will determine if they read or scan your profile.  Your headline may be the only thing they read.  Does it make a favorable impressions?  If not, they may just move on.

Your LinkedIn headline communicates your brand and gets your profile read!

Which profile would you read?

Your photo is critical.  People are visual.  A LinkedIn profile without a photo seems as if something is missing.  In fact, something is missing – your photo!  Today everyone needs a good professional head shot.

If your head shot is old, consider updating it.  If you are still a “no photo” hold out with one of these excuses  …

• no time to schedule a portrait appointment
• hate having my photo taken
• have a head shot but don’t like it
• worried about age discrimination
• or …  <add your excuse here>

Here are the top four tips to getting a great head shot:

1. Look at the work of potential photographers.  Do you like it?  If not, keep looking.  They are not the photographer for you.
2. Like their work?  Interview them.  Ask questions, learn about their style, studio and rates. Tell the photographer about your photo’s use and the look you are seeking for your head shot.  Do you click?  Will you enjoy working with them?
3. Set an appointment — do it a good time of day for you — then do some planning.  Think about hair, clothes, and the look you want.   Love the clothes you wear for your head shot.   I thought this was interesting advice because in a head shot you don’t see much of the outfit.   One photographer pointed out that if you don’t like what you pick to wear, it will ‘show’.  Another  photographer had a note in the studio that said “If you don’t like the outfit – neither does the camera.”  Great point!
4. When you arrive for your appointment think “Showtime!”  Be on-time, listen to the photographer, be coachable and have fun.  If you drop the self-consciousness and enjoy the session, odds are you will get a great head shot.

Have a comment?  Post it below.

Yes, it is!   Boring is out for 2013 and WOW is in!

Everyone needs an Elevator Speech.  It is your commercial and often serves as your only introduction.

Used when you meet and greet, it answers the question,“Tell me about yourself.”   The term “Elevator Speech,” as I understand it, comes from the Venture Capital world.  It was developed as a marketing pitch, customized to the people and situation and designed to secure funding for the next great idea or product.

Has your Elevator Speech lost its WOW (or maybe never really had it)?  If so, it’s time to ditch it!

What is the WOW in your branded Elevator Speech?

WOW stands for your Worth (what you do and the impact of it), the Opportunities you are seeking, and What you can do for the person (or someone they know) experiencing your message.

Your WOW makes you memorable, helps others connect with you and understand why they should care about what you have to say.   If the WOW is missing, odds are you will be forgotten or the conversation will fizzle quickly.  Without a strong WOW your brand awareness is diminished and it takes longer to have influence in any situation.

Remember, you only have seconds to connect, set the stage and share your WOW.  Your first impression is vital — make it count or you will be forgotten!

Ditch your boring Elevator Speech.  Be relevant.  Gain favorable attention.  Ensure that when you meet someone they understand what you do and the impact you have.

Ready to ditch boring and add WOW?

There are thousands of formulas for an elevator speech — pick any formula you like.  Draft your initial speech.

Then slice it, dice it, edit it, and make it yours.    Deb Dib co-author of “Ditch Dare Do!”  recommends being ruthless when editing — every word should count!

Now it is time to hone your elevator speech.  Practice it.  Use it.  Change it as you grow.  You need to be comfortable delivering it, yet if it sounds canned it will impact the impression you make.

This formula will get you started:  “I <what you do> <the problem you solve> and the <results you produce>.

Here is an example a client started with:

“I train rescue dogs to serve as companions for recent widows struggling with a lifestyle change and who want a friend around the house, but no more laundry in their life!”

The above message includes humor that may not fit you.  It fits the person who shared it.

In 25+ words you know a great deal about her brand and what she does.  When she speaks you will decide to continue a conversation or not.  Yet the message is long.

After some editing, she now delivers her WOW in 12 words.   Less is often more!

She revised it as follows:

“I train dogs to serve as companions for widows who hate laundry!”

You get the idea.  Ditch boring and the extra words.

Does your Elevator Speech have WOW?   Is it on brand, clear and to the point? Does it tell your brand story?

Have a comment or thought?  Post it below.

“The world cares very little about what a man or woman knows; it is what a man or woman is able to do that counts.” ~ Booker T. Washington

What makes you indispensable?  (Hint:  it is not what you know.)

You already know building a strong personal brand illustrates you are indispensable and influential.  So, what are you doing to build your personal brand?

Your personal brand tells others about you — what you are able to do, the impact of your actions, and why it matters to the world.

The impact?  You become vital to the right people.  You become a key player in their organizations, not because of what you know, but because of your actions, the results they garner and the far reaching impact of what you DO!

And, all this doesn’t just happen — you have to make it happen!

As 2013 begins, are you ready to be influential, indispensable and have more fun?

Here are 3 tips to help you start leveraging your personal brand:

1)  Assess your personal brand and decide how you want to leverage what you DO.

2)  Take one action per week that positively impacts your personal brand and makes you indispensable.

3)  Want 66 tips to help you execute on number 2?  Read “Ditch. Dare. Do!” by William Arruda and Deb Dib.

In fact, if you call me by Saturday, January 12th, 2013 and request a copy of Ditch. Dare. Do! by Personal Branding Guru William Arruda and CEO Coach Deb Dib,  you will be added to the list of my executive clients that are receiving a free copy of the book when it is released next week.   Don’t wait!  Call me by Saturday, Jan 12, 2013.

When calling, please leave your full name and complete mailing address [don’t forget the zip code] and I will send you a copy of the book.  No catch, simply my gift to you as a reader of my blog.

You’ll love the book.  You’ll learn the same tips top executives know and use to leverage their personal brand.  Make 2013 the year you land the job you want, with less stress and earn the salary you deserve.

Want to know more about Ditch. Dare. Do!?  Listen to this interview with William Arruda and Deb Dib.

Having worked with thousands of professionals to improve their personal brand and help them develop a clear, unique brand message I can tell you it takes time, energy and desire.  For many, it is a struggle.  I know it was for me.

Once you know what makes you unique and what to say, most people think it communicating it in a clear manner will be easy.  That’s not always the case.

I realized developing my message was something I could not do alone.  I held on to this belief for far too long.  Why?  Because I was stubborn and I thought I didn’t need help.

And, if I’m really honest, I was afraid of what others would think of me if I could not do this for myself.  Then my coach so wisely asked, “Can you give yourself a good haircut?”  I laughed and got help!

The result was a better message.  I realized the process of clarifying my brand message as a collaborative process was more fun, faster and the message was more authentic.  I needed a pro and a coach to help me get real.

After several conversations with professionals and reflecting on my experience helping others, I recognized there are 10 key steps to the process.

You are special and your message needs to be genuinely you.  It needs to be focused and speak directly to your target audience.  Here is an activity to get you started:

1. Identify your value and why it is important to your target audience.
2. Gather feedback from those who know you.
3. List five to seven adjectives that describe you.
4. Review your adjectives and narrow the list to the three that reflect how you talk.
5. Describe your ideal employer in detail.
6. Jot down phrases that include your value, your adjectives and focus on the employer’s needs.
7. Write many variations of your message.  Say them aloud.
8. Ask other people what the messages ‘sound’ like and watch for their reactions.
9. Ask and answer (honestly) how do you feel about your message?  Is the message you? Are you being truthful or blowing smoke?  Are you communicating your value in a way that is important to your audience?
10. Continue to test your message.  Adjust as needed.

Get help if you need it.  Not everyone “can give themselves a good haircut.”  I couldn’t.  It took me far too long to get help and the cost of my stubbornness was significant.

What does your brand marketing message say about you?  Does it communicate your value to your target audience?  Are you still searching for your message?

What makes you different?  What make you unique? 

Answer these questions and you tap into your unique value.

Oftentimes, people applying for a certain job will have similar backgrounds (education, previous experience, training, etc.) — because without these basics you are not qualified for the position.  Merely listing these basics on a resume or in an interview will not help you stand out.

When you are ready to transition to a new position, you must highlight how you are different.

When you are able to clearly communicate your unique value, you gain favorable attention, build trust and attract your target audience.

A clear, consistent marketing message shares what is unique about you and helps strengthen your personal brand.  It allows your audience to really ‘get’ what you do and how you add value. We often take our unique skills for granted, assuming others will automatically understand our gifts as well.  Not so.

Do not take your uniqueness for granted, rather highlight it.  It is important to carefully craft your marketing message to share your unique value.

If you are struggling to identify your differentiating factors, ask your network.  Ask your peers how they would describe you if asked by a potential employer.

Maybe you are a CFO who has a special talent for communicating bad financial news to investors.  If you fail to clearly communicate your unique ability, you may not be called for an interview or selected for the job.  On the flip side, if you share your brand personality in your written and verbal communication, odds are it will set you apart from the competition.

Want to get started?

Make a list of the characteristics that separate you from your peers.  Then, share your uniqueness in all your communications — including introductions and in your resume.  Emphasizing what makes you different is a sure way to stand out in a crowd.

One note of caution:  it is rare the unique qualities or abilities an organization seeks will be included in a job posting.  However, those qualities are how candidates are selected for interviews and positions, so bring ’em to the table.

Today is my sister’s birthday.  Happy Birthday Sonja!

Sonja is one of those people who sees her own blind spots and fixes them.  Not everyone does that.  In her honor I decided to share some career management blind spots and tips to overcome them.  Today, we focus on Blind Spot #1:

Abandoning your personal marketing.

Your LinkedIn profile still lists what you were doing in 2009 and the photo is clearly a seasonal one – the background is a winter scene.

This makes it appear as if you have checked out for the last three years and never came back. Employers are always concerned with the productivity of their employees.  The last thing you want to do is advertise that you are a person who “checks out.”

You worked really hard DURING your job search, making sure everything stayed up-to-date, but after you land the job you want, you still need to proactively market yourself.  Let me give you an example.  Just a few weeks ago a recruiter contacted me about a position (not yet posted) to see if I knew someone perfect for the position.  I did — you!  While on the phone I jumped on LinkedIn to share your contact info and guess what – NO update since 2009!  I still wanted to refer you so I told the recruiter I would contact you to see if you are interested and call him back.   I had to stall because your marketing materials were not up-to-date.   Not a good ongoing career management plan.

Action Tips:

Post a new photo or a seasonal photo each season, if you like.  Add specifics to your new position description.  Show your growth by posting a new accomplishment each quarter.  Reach out to someone in your network each week.  At the end of the year you would touch 52 people in your network.

You can do all of these things in less than 15 minutes a week.  Make an appointment with yourself each week.  Take those 15 minutes to log into your LinkedIn account, read your mail, respond to invitations, update one item and make one new contact.

By doing this weekly you create a habit. And, you’ll never have to scramble getting things updated when an opportunity arises.

Look for next week’s post where I discuss Blind Spot #2 – failing to respond to a call or email.

Are you ready for better results in your current position or looking to make your next career move?  Give me call or connect on LinkedIn.