Many coaches and consultants have a difficult time promoting themselves. I believe it’s because most humans are naturally shy and humble, even the Type A coaches and consultants who are assertive, like myself. Deep inside we have a natural tendency not to call attention to ourselves.

But if you want to get noticed in a noisy world you need to step out and get attention. It’s a struggle that I’ve noticed in myself and many other coaches and consultants.

In fact, all independent professionals struggle with this feeling to one degree or another. In the end, it causes stress, anxiety, and inaction.

Yet, there are a lot of ways to promote yourself without having to toot your own horn. You see, there’s a misconception that you need to directly promote yourself to get attention.

That’s not true at all. In fact, there are several ways to promote yourself in a very subtle, dignified way that is even more powerful that tooting your own horn.

The Serious Misjudgment that is Made By Most Independent Professionals and Businesses

Successful promotion starts by understanding what your target market really wants and giving it to them. It’s the only way to attract your prospects attention and gain their interest for a sustained period of time. You must tap into the hearts and desires of your prospect.

This is sometimes a difficult task for some promoters and marketers because they make the mistake of misjudging what their prospects really want. Many businesses and independent professionals automatically tend to think prospects want to know about them. That’s a serious mistake.

People couldn’t care less about you or your company - all they care about is how they can get their problems solved. That’s why promoting yourself doesn’t work well.

"So What Does Your Client or Customer Really Want?"

People care about getting their problems solved so they’re interested in results. That’s the key to real promotion. If you can let your prospects know about the results that others have achieved using your services or products they will naturally want the same results as well.

Is it any wonder that some late night infomercials are so successful? Next time you’re turning the channel of your television and come across an infomercial, stop and watch it for a while.

Pay close attention to the "selling process." Take note of the message that it’s sending. You’ll quickly notice that 50% - 60% of the infomercial is spent talking about the results others have achieved using the product or service.

You need to do the same in your own business. Talk about the results your customers and clients are achieving using your products or services. My favorite method of talking about results isn't testimonials, but using story format case studies.

How to Promote Yourself Using Story Format Case Studies

People love to hear stories. When we were young children our parents read us stories and the fascination has continued. Even as adults we flock to the movie theatre to experience a good story. Stories are one of the best ways to catch your prospects attention and hold their interest.

So why not combine the power of customer and client results into a well-crafted story that people will find interesting and valuable. I call these "Story Format Case Studies." Basically, they’re just stories about your client’s successes that are written in a way that grabs and holds your prospects attention.

Using the "P-S-R Format" to Tell Your Client's Story

To hook your reader into your story you’ll want to use the Problem - Solution - Results (PSR) format. The PSR format starts by describing your client’s problem.

This is important because people want to avoid problems in their lives so if they read about a problem that is happening in their life or company that they can relate to, they will feel compelled to continue reading, secretly hoping that the story will reveal a solution to their problem.

Now that you’ve captured your prospect’s attention, don’t let them down. Tell them what your client did to solve the problem. This is where you come in. Explain how your client took steps to solve the problem but also mention who guided them in the process or who provided the product that helped them find the solution. Be subtle, not overt. People will latch on to who provided the solution like a magnet.

Finally, talk about the results of the solution and how your client or customer continues to enjoy those results. Be specific when explaining the results they’re achieving. Use numbers, statistics, percentages, but don’t forget the emotional benefits as well.

Talk about how the results have improved their personal lives in terms of more free time, more money, less work, more control, better self-image, etc. Use emotional words that touch down inside the reader’s true desires.

Finally, Explain the "Next Step"

After you’ve weaved a compelling story format case study let the reader know the "next step." Tell them where they can go or who they can call to get the same results as they’ve just read in the story.

Perhaps at this point the most effective next step is to get your reader to request more specific information about your product or service. People purchase services and high- priced products in steps. Make sure your prospects clearly understand what the next step is and how to do it.

How to Apply the Story Format Case Study to Get the Most Results for Your Promotional Efforts

The process you’ve just learned can and should be applied in all your marketing efforts. You should include story format case studies on your website, in your brochures, in your salesletters, in your public speeches, in your sales presentations etc. Anywhere you convey your marketing message.

The Most Powerful Application of the Story Format Case Study

But perhaps the most powerful medium for using this method is in your publicity efforts. If you look in any technical magazine you’ll find articles that follow this format. Who do you think writes those articles? The magazine? The company being spotlighted? No, it’s the company that provided the solution that generates these articles because it benefits them the most.

The story format case study makes excellent material for magazines, trade journals, newspapers, newsletters, and any publication that matches the article topic.

They’re popular with theses mediums because they tell a compelling story and that’s exactly what these publications are looking for. So the next time you’re looking to get free publicity, think about using the story format method for your press release or article.

Lastly, the most powerful benefit about using this strategy is that it promotes you in a dignified, respectful way that builds your credibility and avoids shameless self-promotion. And as a professional, isn’t’ that what you want?

Article by David Frey