Close your eyes and try to visualize the president of the United States. You probably get a pretty clear image of George W. in your head. Now, repeat the exercise trying to envision other famous people you know -- perhaps Martin Luther King, Jr., Martha Stewart, or Jerry Seinfeld. These faces are probably branded on your brain cells. Why? Because the media keeps reminding you of these people.

This is exactly what you should be shooting for when you market yourself. You want everyone in your area to know who you are and what you do, so when they think of a product or service you sell, your face pops up first and foremost in their minds.

Remember, you are not just a salesperson. You are a business. Consider yourself You, Inc. You are the President, CEO, and CFO of You, Inc. and you want everyone in your neighborhood, across the nation, and around the world to know it. And the best way to accomplish that goal is to create for yourself a strong brand presence.

Advertise Yourself

You may be so busy advertising your products and your company that you have forgotten the single most important asset you should be advertising -- yourself. Remember, before customers are going to buy from you, they have to buy into you as an individual.

If your company encourages you to set up a Web page or blog on its site, doing so is perfectly acceptable, but you should really have your own Web site or blog, as well, with your name or nickname or however people know you as the domain name. I have several websites, one of which is AboutRalph.com. Everyone knows where to find me, no matter where in the world I am and what company I am working for.

Find Something Unique to Promote

In 2003, I discovered an 11-foot tall, 500-pound nail that was being auctioned off on eBay and bought it for $3,000. The “Big Nail” was a recognizable symbol in the Detroit area where I sell real estate. When I purchased the Big Nail, I had no idea what I was going to do with it, but it has since become the center of my marketing campaign. You can visit it at BigNail.com.

The Big Nail has been in local parades, attended major fundraising events, and has even managed to appear in the local newspapers … with me standing right there next to it.

You may not be a Big Nail guy or gal, but you need to find some equivalent, something that you and others around you can get excited about, and then promote it!

Design a Consistent Look and Feel

The more creative you are, the more variation you probably enjoy. When it comes to branding yourself, however, variation is your sworn enemy. All of your marketing materials should have plenty of snap, crackle, and pop, but they should all do it through a consistent look and feel that “brands” your name and face on prospective and current customers.

Establish a Presence on the Internet

Even if your customers do not normally purchase the types of products or services you sell online, you can be sure that many of your customers and prospective customers do their research on the Internet when making a purchase decision. If you are not online, you are missing a huge opportunity to boost sales and revenue and gather more lifelong customers.

I have more than 200 Web sites and blogs of my very own, which I refer to as my personal spider web. These websites and blogs work separately and together to promote one another. I am not suggesting that you immediately try to launch 200 websites, but I do highly recommend that you have at least one blog or website of your very own.

Make the News

Even though the news may not always report the facts, appearing on the news or in the news as the resident expert in your field instantly boosts your credibility.

Contact the media in your area, and let them know that you are ready, willing, and able to be interviewed. Remember, they have columns and air time they have to fill every single day. You can obtain a great deal of positive, free exposure just by making yourself available.

If you are a fairly good writer, offer to write an article or commentary for the local newspaper or for magazines or online publications. In addition to boosting your credibility and your visibility, articles may lead to other media opportunities.

Remember, good salespeople target markets and customers. Great salespeople make themselves the target.

Published: June 18, 2007

Use of this article without permission is a violation of federal copyright laws.

Ralph R. Roberts, CRS, GRI is an award-winning and internationally recognized real estate agent, author, coach, and speaker. Throughout his career, Ralph has proven his commitment to helping other real estate and sales professionals build upon their past and present success, grow and expand their businesses, and provide a rich and rewarding future for themselves, their customers, their employees, and their families. As president and CEO of Ralph Roberts Realty, Ralph has personally helped thousands of consumers realize their dream of homeownership. While selling over 10,000 homes (and buying and selling over 3,000 investment properties) throughout his 30-year career, Ralph has made the time to mentor and coach hundreds of professionals in real estate, sales, and a host of other fields. Ralph is a recognized authority on Real Estate and Mortgage Fraud; Residential Real Estate; Personal Salesmanship; Sales Force and Office Management, Motivation, Design, and Team Building; and Foreclosure Self-Defense and Loan Modification, fields in which he has demonstrated his commitment to preserving the American Dream of Homeownership. Ralph's numerous websites, blogs, seminars, and speaking engagements engage, entertain, and educate both consumers and professionals. Ralph is also an accomplished author with several successful titles to his credit, including: Power Teams: The Complete Guide to Building and Managing a Winning Real Estate Agent Team Financing Real Estate Investments For Dummies (John Wiley & Sons) Mortgage Myths: 77 Secrets That Will Save You Thousands on Home Financing (John Wiley & Sons) Foreclosure Self-Defense For Dummies (John Wiley & Sons) Protect Yourself from Real Estate and Mortgage Fraud: Preserving the American Dream of Homeownership (Kaplan) Foreclosure Investing For Dummies (John Wiley & Sons) Foreclosure Myths: 77 Secrets to Saving Thousands on Distressed Properties (John Wiley & Sons) Advanced Selling For Dummies (John Wiley & Sons) Flipping Houses For Dummies 52 Weeks of Sales Success (John Wiley & Sons) Walk Like a Giant, Sell Like a Madman (John Wiley & Sons) Cross-Cultural Selling For Dummies (John Wiley & Sons) To learn more about Ralph, visit AboutRalph.com, check out his daily insights on real estate and mortgage fraud prevention at FlippingFrenzy.com, or visit his latest blog dedicated to helping distressed homeowners fight foreclosure, KeepMyHouse.com. You can reach Ralph at or by calling (586) 751-0000.