By C.J. Hayden, Contributing Editor
Recently, a client of mine complained, "I'm really good at what I do. I shouldn't have to market myself." In fact, he is quite good at his profession, but the problem is not enough prospective clients know about him. Like many professionals, he is reluctant to talk about his capabilities and accomplishments. "It feels like bragging," he says. "Doesn't it make me seem unprofessional?"
If thoughts like those often cross your mind, ask yourself these questions: Who are the biggest names in your profession? In your line of work, who might be considered unquestioned experts, those with maximum credibility? Now, how did you get to know about those people's work? Did you read an article or book they had written, hear them being interviewed, or learn about them on the web? Or perhaps others who had heard them speak or read their words told you about them.
The point is that these well-known people became well-known because they showcased themselves, usually in multiple ways. They shared stories, examples, and ideas about the work they do with a wider audience than just their friends and family. You know about their work because they showed it off. And I'll bet it never occurred to you to call them unprofessional for doing it.
Showing off your work doesn't have to sound like, "Ta-da! Aren't I great?" It doesn't have to contain even a hint of bragging. There is a host of dignified and appropriate ways to let a wider audience know how good you are without ever saying so. Here are a few things you might try.
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