In this series, Bill Faust, author of Pitch Yourself, shares insights gained from over 30-years of industry experience. He discusses key factors for effective self-marketing, understanding what self-marketing means, reading your future employers’ desires and definining clearly what you, the product, have to offer.

This three-part series will take you from knowing you need to create a pitch, to creating one and getting it out there.

Part One: getting to grips with Marketing

Make sure you do not fall at the first hurdle and forget what you are employed for. Pitching Yourself into freelance roles is all about marketing:

Employers, regardless of sector or industry have one simple question they need answering: What do you offer me?

This question should be answered at the very first opportunity you get e.g. the first contact you have with the prospective employer and carry on answering the question until you have been offered the contract.

How do you answer this question? Firstly, think in marketing terms. A simple definition of marketing is: Understanding the needs and desires of the buyer/employer.

To be successful at marketing you need to understand what:

• Is the Product: You and what you bring to the party
• Is Positioning: Making sure you understand the employer’s needs and answer their question: What do you offer me?
• Is Branding: Manage the buyer’s Expectations. All successful household names you have a pretty good idea of what you will get. Just think of any brand be it Sony Bravia TV’s. You have an opinion of how it will benefit your life or not as the case maybe. You should do the same with yourself. Think about, Who you are, How you do what it is you do and What you do as these are the reasons why you are employed. Answer these questions on your Pitch Document as this is the most important marketing document you will ever produce.
• The Routes and Media to use: Your network, the telephone, application forms, Covering letters, CV’s, Pitches, one to one meetings, the internet, blogs, e-mail etc be vigilant and careful as opportunities can arise in the most unexpected places
• The Pitch: Every Pitch including your CV should be a unique document as no one employer is the same. They will have different needs and desires even if the role being applied for in two companies is the same the individuals doing the hiring are very different. Everyone does some basic research into the role but also research the person you are trying to get the meeting with. It is amazing how a little innocuous piece of personal information can make all the difference if used well.

NB: You must be on target and on message speaking the buyer’s language otherwise there is a high chance you will fail

In summary:

• Answer the employer’s question: What do you offer me?
• Differentiate Yourself at all stages of the recruitment process
• Prioritise who you are how you do it and what you do
• Prove you are the best person for the role, showcasing your benefits to your next employer
• Move the focus from the past to your future performance and from your perspective to the employer’s perspective enabling you to speak their language.

Pitch Yourself is available at all good book shops and online at Amazon.co.uk

Part Two: Deciphering the needs and desires of employers

Part Three: Understanding the product. You, your abilities competencies & transferable assets