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Brand Yourself As A Successful Professional (Even When You're Out of the Spotlight)

"James" called me right after he returned from a three-day weekend seminar that cost him three thousand dollars, plus transportation and lodging.

"Terrific!" I said. "I'm impressed. You invested in yourself."

"Well," James said, "I had to max out my Visa to pay for the seminar and the air fare -- don't ask. Based on what I learned, I need a whole new website. Do you know any web designers who might be willing to barter with me?"

That's a true story with all the details changed. Before this conversation, I was prepared to recommend James as a successful professional. But James just re-branded himself as Scrambling and Scared. When I'm asked or a referral to someone with James's expertise, I will hesitate. My clients prefer to deal with high-end brands.

Another example: When I worked with Henrietta, I told her how she could get access to a resource she needed. "Just use your credit card," I said.

"I don't have credit cards," Henrietta admitted. "I am digging myself out of a financial hole."

That's way too much information. If you don't have basic credit, you probably need a job, not a business. But that's between Henrietta and her financial advisor.

Meanwhile, I won't be referring business to Henrietta. She needs to develop boundaries and get her finances together. Here's what I would suggest if they were my clients.

(1) Always present yourself as a product that can be counted on to deliver top quality service. Whether writing or speaking about yourself, go for the gold. James didn't have to share his source of funds -- and he shouldn't. Inevitably, someone will say, "If he's so successful, why did he need a big loan?" He may have good reasons but only his advisors need to know.

A life coach once wrote in her ezine, "I'm going to a conference and yes, it's a big expense. But it's important." Frankly, the expense didn't seem so great to most of her readers. You could just feel her credibility evaporating into the ozone.

(2) Investments rarely involve a single, one-time payment. When I first bought a house, I was warned, "Save money after the closing costs. You'll need small repairs, security services and more."

This sage advice applies to entrepreneurial investments too. Just as a bigger house comes with larger insurance and maintenance bills, a live conference or a great consultant can lead to life-changing suggestions: new website, wardrobe, logo and more.

If you can't afford the follow-up, skip the big-time consultations. Work on the smaller chunks. Learn the basics of copywriting, article marketing and blogging.

(3) Avoid barter and discounts. "James" works as a business coach to medium-sized and large companies. So web designers and copywriters probably won't need his services and will be insulted by the barter offer.

Anyway, barter and discounts inevitably lead to hurt feelings, bitter breakups and poor quality work. I no longer offer these options to my own clients and I don't ask for discounts for myself, even from friends. As an entrepreneur, you have to clarify what's personal and what's business. And you have to resist temptation to cross over the lines.

And now I invite you to find out more by visiting www.copy-cat-copywriting.com . Download my free report, 7 secrets of websites that *really* attract clients. From Cathy Goodwin, The Website Makeover Pro.
www.copy-cat-copywriting.com

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