Anyone in the business will also tell you how important it is to market yourself. Stand out, be unique, be creative, draw attention, be memorable.
Yesterday I met with a client to do a brief for a project I'm working on for a team of real estate agents. Like many agents, they take out ad space in the local paper to show their listings. As I took notes on their business objectives, goals, expectations and budget, I thought of all the things I could do to promote them.
Then he said something that made me stop.
"I don't want my picture in the paper. It's not about me."
Here we are, cold-calling agencies, emailing, knocking on doors, using as many connections as possible, trying to promote ourselves. Yes, it's difficult to get your foot in the door. Yes, you can stand out, and be unique, and have good references, and an amazing portfolio. But how does this benefit anyone else?
Maybe it's not about me.