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Personal Marketing, the hidden key to success

By: michael ward at Michael Ward Design

Submitted on Sun, Jul 23rd, 2006 12:00 am

Whatever product or service you're selling, there's a lot of competition out there, and unless you're selling something truly unique, your customers get it just about anywhere. So how do you set yourself apart from the crowd?

You can try offering the lowest price, but that will only squeeze your profits, and eventually someone more desperate for business will undercut you. Great service and support, which will make your existing clients love you, but won't do much for getting new people in the door.

You do have one unique attribute that no one else in your field can ever copy, though: yourself. By marketing your personality, rather than your products or service, you can set yourself apart from your competition. That way, your customers are buying you, and they can't get that anywhere else.
So how do you market yourself? All your marketing materials, from business cards to ads to brochures, should reflect your unique personality. Your company name should include your name, so when people do business with your company, they remember you.

For instance, if you're creating a company brochure, include pictures of yourself, working with clients or relaxing with your family, or both. Don't just talk about how great your products are; talk about yourselfhow and why you're in the business you're in. Include quotes from satisfied clients, but be sure they say not just "Joe's products are great," but "Joe's a great guy."

Who and what you are won't appeal to everybody, but for the people you do connect with, it will be a powerful relationship. Those people will become loyal clients.

It might seem hokey or unsophisticated to put your name and face up front in your marketing, but it works, as people like Donald Trump and Oprah Winfrey can attest. If you market yourself, and you do it consistently, over time your customers will come to associate your product with you, and they'll be less swayed by your competition, because the competition can't offer the one thing you can: you.

Michael Ward is a marketing consultant and graphic designer, and owner of Michael Ward Design. He can be reached at (714) 458-9305 or

About the Author

michael ward
Michael Ward Design
T. Michael Ward is an award-winning graphic designer and marketing expert based in Costa Mesa, California. He has provided effective marketing solutions for Fortune 1000 companies, and small companies looking to grow. He is the author of a book and several articles on computer graphic software, and is also an accomplished fine art painter. To view the work, go to

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