June 15, 2004 Meeting Synopsis

The Morning After My Evening
with Ilise Benun 
or
Benun Offers NJ Creatives Meeting Tools for Successful Self-Promotion

By Rosemary Dreger

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The morning after attending a 90-minute talk given by Ilise Benun at the June meeting of NJ Creatives, this writer’s mailbox contained more emails than usual. Potentially lucrative emails.

I’m not talking about the usual barrage of offers for herbal remedies, an online diploma or an astonishingly low mortgage rate—there were messages from fellow professionals I’d met the night before. And they were offering me useful information I had asked for. Where were these emails headed? TO MORE BUSINESS, insists Ilise Benun, a nationally-recognized self-promotion expert, author of Self Promotion Online, and the featured speaker at NJ Creatives’ June membership meeting at the Bergen Museum in Paramus, New Jersey. If the flurry of networking activity this writer experienced the day after the NJ Creatives meeting is any indicator, Benun’s message hit home.

Addressing the more than 35 self-employed creative professionals—writers, graphic artists, illustrators, photographers, and multimedia artists--Benun shared insights and strategies designed to help business owners get the word out about their services and products. During a lively, interactive discussion, Benun emphasized a few simple but powerful themes: that self-promotion must be done consistently to ensure a robust business; that self-promotion can be painless; and that EVERYONE you encounter—whether in a business or personal setting—is a potential contact, so be ready.

Benun’s presentation began with a survey of the group’s perceptions of self-promotion (the collective shudder spoke volumes!), and included an exercise that helped participants fine-tune their immensely important “15-word blurb.” The audience was encouraged to explain what it is they do in such clear terms that even our mothers would understand—a surprisingly difficult task, yet when broken down with Benun’s “Blurb Worksheet,” it was made easier.  Now we know what a gag cartoonist is.

To help demystify the art of self-promotion, Benun detailed the “six secrets of self-promotion,”—namely, that “self-promotion is not bragging…it’s not about you it’s about them…and it’s more about giving (your ideas, your expertise, etc.) rather than receiving (collecting business cards).” Through personal anecdotes, Benun illustrated the power of these secrets in action. And she underscored how the establishment of real connections can allow a business owners to set his or her name apart and ensure that name “pops up” when it’s time to hire.

Benun’s “Must Use Marketing Tools” included new twists on the basics (e.g. have lots of business cards on hand at all times; make samples of your work accessible online or in print), as well as innovations (like putting your phone number in the from field on all emails). She urged the audience to develop a marketing tool such as an online newsletter that creates a “loop” and keeps your company name top of mind. Using Powerpoint slides, Benun analyzed several highly effective websites and offered pointers on how to create equally effective sites using similar principles.

Benun sent the audience home with a detailed action plan to follow the very next morning:  follow-up every lead; spend an hour a day on self-promotion; and call or email Ilise with any questions. Seems her advice has already taken hold.

If you missed Ilise Benun at NJ Creatives’ June meeting you can view her Powerpoint Presentation or log on to her website, www.artofselfpromotion.com.

Rosemary Dreger is a copywriter specializing in direct mail and marketing communications to business professionals. Her company is called Rosemary Dreger Direct Marketing, and you see her samples at www.NJCreatives.org/dreger.

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