The art of self-presentation. Or what would an advertising agency say about you

2024 Author: James Gerald | [email protected]. Last modified: 2024-01-18 00:05

“You don’t know how to present yourself,” they say to interesting but shy people. Meanwhile, there is a whole area of knowledge about how exactly one should "serve" in order to get really effective. Do you want to learn how to present yourself in science? Open up a tutorial on advertising and learn the art of self-presentation. Okay, we'll do it for you.

Advertising technique # 1. Research

How they do it in advertising:

The legendary advertising wizard David Ogilvy strongly advised to first carefully study the advertised product itself. While working for Rolls-Royce, he spent three weeks reading information on the construction of these machines until he discovered what advantages and features would serve as the best basis for an advertising campaign.

How to bring to life:

Try to look at yourself from the outside. Do you know yourself well in order to immediately declare 25 of your merits? And the disadvantages? If not, take an A4 sheet and line it up in two columns. In one, write all your advantages that come to mind. In the other - all the disadvantages. Honestly! Do not be shy when listing the merits, pay attention not only to grandiose and noteworthy things, but also to small details. Even if it will be the ability to perfectly wrap sushi in such a way that the rice does not creep away and become strictly in a row - feel free to write: "I wrap the sushi perfectly." Believe me, this is not given to everyone. If there are more shortcomings, do not panic, this is a fixable matter.

Advertising technique number 2. Positioning

We emphasize the advantages

How they do it in advertising:

The tricky word "positioning" in the advertising business denotes for whom the advertised product is intended and what it is. Choosing the right direction is the key to success. For example, for more than 50 years, Dove soap has been successfully positioned as a women's soap “which does not dry out the skin”. The ad was based on the moisturizer contained in the soap.

How to bring to life:

In life, everything is much simpler. Look at the column with the listed values. Think about which traits and skills you would like to emphasize, and focus on them. If you decide to make reliability your main advantage, then position yourself as a person you can rely on under any circumstances. The main rule: real merits must be at the heart of positioning, otherwise you will gain completely opposite fame.

We turn disadvantages into features

How they do it in advertising:

The famous Volkswagen Beetle did not immediately become popular in America. Against the backdrop of the then fashionable Cadillacs, the small car looked cheap and unprepossessing. However, with the light hand of an experienced advertiser Bernbach, the "Beetle" turned in the eyes of potential buyers into a "democratic and inexpensive European car" and became the first foreign car recognized by the Americans (the Volkswagen plant was then owned by the UK).

How to bring to life:

Is the list still with you? Now pay attention to the column with flaws. Usually, all flaws are divided into two types: those that can be changed, and those with which you need to come to terms. Take note of the first ones and write down in what ways you can change them. But the second group is the most interesting. If you are the owner of small stature, but dream of becoming tall, you must admit that you are unlikely to suddenly grow up. Be honest with yourself and accept this "flaw", because, in fact, it is your peculiarity. Do you remember: "the spool is small, but expensive"? The example of the "Beetle" confirms this.

Advertising reception number 3. Image

How they do it in advertising:

The first to speak about the need for a recognizable image was the pioneer of the advertising industry, Claude Hopkins. Since then, the image has become an integral part of the advertising campaign. For example, a Rolex watch is associated with the image of a successful and prosperous businessman. They are associated with quality, high class.

How to bring to life:

Image is closely related to how you position yourself. If a femme fatale firmly "sits" inside you, then clothes, hairstyle and make-up a la Turgenev's young lady will hardly add charm to you. A properly chosen look will strengthen your position and show that you are a harmonious person who has a balance between inner qualities and appearance.

Promotional reception # 4. Offer a service or benefit

How they do it in advertising:

Experienced advertisers always make offers that cannot be refused. The whole point is that they think about what the buyer needs. Focused on his needs.

How to bring to life:

And here, in fact, is what all the previous points served for. You already know your strengths and features, an appropriate image works for you. In accordance with your new, higher self-esteem, make (preferably in writing) a list of things you are striving for. It could be a new job or a pay rise, new demands on men, or a restructuring of a relationship with a loved one for a long time. Now present yourself and your characteristics so that your employer or beloved man will feel their own benefit from your proposal. Do you think it sounds mercantile?

Do you know how to present yourself?

	Yes, I think I can make an impression.
	By mood. Sometimes communication is easy, sometimes not.
	I can’t, I’m shy.

Alas, all people are a little selfish and prefer to think first of all about their own comfort, and not about someone else's. Do not rush to lament the imperfection of human nature: this quality can be learned to use! For example, instead of “I am punctual” on your resume, write “I do the job on time”. So you will begin to speak the language of an employer who needs to find people for work, and you will leave the ranks of those who simply list their own merits. And in a conversation with your beloved man, instead of “I cook the best”, say: “How lucky you are, with me you can enjoy delicious meat in French”.

If you try to master the art of self-presentation, then be sure your life will change for the better.