Very few leaders and professionals have a deliberate plan for self-promotion. I define self-promotion, or personal marketing, as a specific set of activities that enable ideal clients to find you and recognize the value you create. If you excel in marketing as a brand, you don’t have to do any sales, only distribution. Certain brands, like Rolls-Royce, are in that position.

Self-promotion is different from seeking attention.

Attention seekers are edgy because they want to stand apart from the crowd. This ranges from quirky behaviors, such as always wearing two different socks, to annoying or even stupid actions, such as publicly vandalizing precious paintings or doing dangerous speed runs through dense city traffic. Unfortunately, the unfiltered nature of social media has been a godsend to attention seekers.

Personal marketing is also different from manipulation.

With marketing, you have the best interest of your clients in mind. It creates a win-win situation because it aligns with your best interest as well. On the other hand, manipulation benefits you, not your client. Predatory loan advertisements are an example.

In my experience, people shy away from self-promotion because they are afraid of crossing the line and becoming attention seekers or even manipulators.

If this is the case for you, keep in mind that you can’t go wrong if your personal marketing is aimed at improving the condition of others.