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Practice Management > Building Your Business

Why you must self-promote

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Do you promote your business? Do you promote yourself? The problem in most service-based businesses (and especially financial services) is that if you don’t share your story, no one will.

Even those who truly value your services and are incredibly appreciative of what you have done will not sing your praises in ways you likely deserve. In other words, unless you have made it your responsibility to do so, chances are no one is out there promoting you.

A good, modest businessperson may feel that any self-promotion is shameless self-promotion. But shameless self-promotion is different from just plain telling the truth. If you’re sharing your story, how you help people, who you work with and the benefits you deliver, you’re just telling the truth. And if you don’t tell people what you bring to the table, the big losers will be them.

Prepare your story. Make sure your staff knows how to promote your firm. Tell your story to more people than you currently are and share your benefits with those who are already working with you so that they know how to share you with others. You need to engage in self-promotion because if you don’t, no one will.