"Why you?"

"That's the question on the mind of every one you seek to influence: potential employers, prospects, customers, etc. All must decide if they should listen to what you have to say, or buy what you have to sell.

How well you answer the question may determine how prosperous you become. Your success depends on your ability to sell yourself.

Many professionals fail to make the personal sale, and as a result, they fall short of their goals. Deals don't get sealed, contracts fall through, and their income comes up short because of their inability to promote themselves, as well as their products.

The problem for these professionals may stem from their mistaken belief that while promoting their products is "selling," promoting themselves is "bragging."

Self-promotion is, in fact, good customer service because it helps prospective employers make a buying decision. You need to stand out from the crowd. Know what you have to offer that other candidates don't.

In order to sell yourself, you need to create your own commercial. Develop a 75-word message that describes who you are and what you do. Differentiate yourself from other job applicants by including an "only" in your commercial. Always be prepared to promote yourself.

By promoting yourself, you educate those prospects about how you differ from others they are considering and you make the most important sale you'll ever make: the Personal Sale."

 -- Fred Berns, "Blow Your Horn, Toot Your Flute  And Get Your Dream Job", Career Magazine; http://www.careermag.com.