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Get Personal, Build Relationships and Have Fun Doing It

Mary Rosenbaum | July 14th, 2010

No one ever wants to be compared with a used car salesman (not that there is anything wrong with being a used car salesman) because it has always been shorthand for someone who is slick, dishonest, shallow, and self-interested. These qualities have never been considered attributes but in today’s world where connecting is an integral part of doing business, this type of behavior would be self defeating. Did you ever consider that you might be coming across differently than you think?

Recently I received a phone call from a stock broker pitching his company’s service. My name was on a prospect list made up of past clients. During our brief conversation he went into a monolog of the products and services his company offered and how I might benefit from them. The one thing he never did was connect with me. He seemed nice enough but I could just as easily have found the information he was giving me on the internet or the company’s website.

I wouldn’t say he came across as slick or dishonest, but he didn’t come across as expert, caring, personal, or unique. Rather than try to start a relationship which requires an investment of time he was focused on SELLING 101.

I know you are probably sitting at your computer reading this and saying “I don’t make cold calls so this doesn’t apply to me”. Have you ever attended a cocktail party, a conference, a networking event, a new client meeting? Do you whip out your business card after a few minutes? How do you break the ice? What do you talk about? Do you connect or do you sell?

Success in business is based on relationships. And relationship building is not only good for business; it’s fun if your intentions are genuine. So have fun and remember to:

1. Be Authentic – People have to like you. You may be selling the best product or service in the world, you may be the smartest person out there. If you don’t get people to connect with you on some level, to like you, you won’t get the business or do the deal or get the job. Be honest about who you are and let your personality show through. Connections are made memorable by sharing your stories, experiences, and passions – in other words, your personality.

2. Be Real – People have to trust you. I want to believe that you “care” about me and what I need and that you are not out to just close the deal or get the job. It’s a simple as Making Friends 101-  be curious and get to know them rather than sell them on you.

3. Be Giving – Generosity of spirit is integral to building relationships and of course, to being liked. Real relationships are not based on a quid pro quo. Give help, provide value without expecting anything in return. “Giving is it’s own reward.”

4. Be Consistent – Don’t change gears on me. I have to trust that if I decide to befriend you or hire you, you will consistently deliver on that promise of value.

5. Take Your Time - Make your goal getting to know them, not closing the deal. And that takes time. Lead times are long if you are building real relationships.

You never know, letting people you might not  consider “friend worthy”  into your life in an authentic way may yield some surprising results.

So let’s get to know each other and form some real relationships. Let me know what you think about this post and if there are topics you would like more information on – shout it out.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Summertime and The Livin’ is Easy

Mary Rosenbaum | July 7th, 2010

Take advantage of the lazy hazy crazy days of summer and bulk up on some new ideas that you can incorporate in your business or career. Although business goes on as usual during these next few months, the slower pace can provide you with ample time to try something new.

Here are some ideas for you to make this summer productive and rewarding:

1. I have found that this is a great time to connect with those people you have always wanted to meet. Since relationship building is the cornerstone to a healthy business and career, this time of year is as good a time as any to extend yourself and grow your professional network. So reach out to thought leaders in your industry, leaders in your company, potential, past, and current clients, and colleagues both inside and outside your company and grow and solidify your universe of contacts.

2. Are there skills you want to master or courses you want to take that will help propel you forward toward your professional goals. Check out your local schools, libraries, and professional organizations for courses and lectures that might interest you.

3. Write an article, give a talk, start a blog - all of these are great ways to demonstrate your area of expertise and spread your personal brand.

4. Now might be a good time to update your resume or bio – it’s always wise to have updated materials ready should the need arise.

5. Summer is also a wonderful time to read some of those great books out there and pick up some new tools to help you with your business, your career, and your life (not to mention great summer beach reads). I am away on vacation this week and have had a chance to actually read some of those books that have piled up on my nightstand. Here is my list of what can make the summer (or winter for those of you who are reading this from somewhere down under) more interesting and productive:

“Drive” by Daniel Pink

“A Whole New Mind” by Daniel Pink

“Go Put Your Strengths to Work” by Marcus Buckingham

“The Tipping Point” by Malcolm Gladwell

“Never Eat Alone” by Keith Ferrazzi

“Different” by Youngme Moon

“Tribes” by Seth Godin

And if you’re looking for something to take you away from all this then do read Stieg Larsson’s trilogy starting with “The Girl With the Dragon Tattoo”.

Do you have a favorite book? Whether it’s for work or play, please share your books with us. Do you have any other ways that you use this time productively? Let us know.

So enjoy the season, whatever season you are in, and use this time to grow, learn, and expand.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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The Weapon of Choice in Your Job Search: Your Personal Brand

Mary Rosenbaum | June 28th, 2010

Your personal brand is a great weapon in today’s economy. If you are looking for a job it helps to distinguish you in a crowded universe. Knowing your strengths, talents, values and passions helps you identify and achieve your goals. When you know where you want to go then you can more easily articulate what you offer and why you would be a great hire. Identifying your specific areas of expertise enable you to more easily promote yourself to your desired target audience.

There are common mistakes people make because they believe that casting a wide net will open up opportunities while specificity will limit their chances of securing a position. Here are some things to avoid when involved in a search:

1. Presenting yourself as a jack of all trades (and therefore master of none). Generalists are not memorable and therefore not easily remembered. Stand for something and identify a speciality or differentiating quality so that you stand out. You are not a commodity so find your unique talents and strengths and shine a spotlight on them.

2. Cover all your bases and make sure your resume includes every responsibility you ever held so that nothing slips through the cracks. A resume that has too much information is as bad as one that has not enough. A resume filled with more than what’s needed is asking the reader to pick and choose what he/she deems important. Instead a resume that highlights the skills and talents you want them to see puts you in charge of how you are viewed. The focus should be on the job you want, not the one you had 15 years ago. So take control of what they think, point them in the direction you want to go, and the odds of being singled out increase.

3. One cover letter will do because most people don’t read them anyway. As a former executive recruiter I can say that I read cover letters and often forwarded the contents to potential employers. A cover letter provides the reader with a reason for meeting you. The letter connects the skills they want, the experience you have and the successes you achieved using those skills. It allows you to show personality and to illustrate the knowledge you have of the industry and of them. This is an opportunity to let your differentiating qualities come through and let you personal brand be more visible.

So don’t bury your personal brand in favor of being all things to all people. Instead use the resources that are in your control to spotlight the differences.

Are there other myths or beliefs that should be dispelled when looking for a job or making a career change? Please share them with us.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Personal Branding – Put Some Passion in Your Pitch

Mary Rosenbaum | June 3rd, 2010

What type of reaction do you get when you introduce yourself at a conference, meeting or networking event? So much has been written about the elevator pitch yet most people still have a hard time making it sound compelling and authentic.

I attended an event a few weeks ago and was surprised at how people, when asked about their job or business, described themselves. It was as if they had memorized a speech – not a long one of course because this was their elevator pitch, but it sounded canned and well rehearsed. I kept wanting to ask them: Where’s the PASSION? Why are you doing what you are doing? Why is it special?

If you are doing something you enjoy and are good at, describing it to anyone else should be easy; it should flow. And even more importantly, it should excite or create interest in the listener. Instead these descriptions sounded as if they were reading a label describing the contents of some packaged food product.

As I have stated many times, your personal brand is about ALL of you. Your elevator pitch should incorporate your personal branding statement – WHY you do what you do and for whom. It should elicit further questions not only about your service or work but about you as well.

There are some basic rules about what should be included in your elevator pitch. Your pitch should provide the following information in a few sentences:

- What you do?
- Who you do it for?
- What are your deliverables (the pain points you eliminate)?
- Why should I hire or use you?

Your answers to the above questions have more resonance if they include not only what you do and the value you provide but how the passion, vision and values you bring to your work make you the person I want to hire, promote, or get to know. You are providing a reason for WHY I would have an interest in hearing more about you, your business or profession.

In crafting your introduction or elevator pitch think about the following:

- What am I passionate about?
- How does my work help me feed that passion?
- How has my experience enabled me to be successful in the work I do?
- How does the work I do satisfy my clients’/company’s needs and goals?

For example, I am passionate about helping people gain greater control over their lives. My experience of over 25 years in executive recruiting, career coaching, and personal branding has prepared me well for the work I do: helping professionals and entrepreneurs gain a greater understanding of their vision, passion, values, skills and talents. It’s only when they have that understanding that they can more effectively communicate their worth, their value added, and then – achieve their desired professional goals. It’s been my experience that having control over their professional lives gives people more choices resulting in greater satisfaction and control over their personal lives.

This is not a canned introduction. I change the way I introduce myself every time I have the chance. That way it’s more authentic, does not sound memorized, and can be geared specifically to the audience I am addressing. By trying out different introductions or pitches I get a much better sense of what works and what doesn’t.

Now give it try and put more of yourself into your introduction or pitch.

Any other thoughts on how to get the passion into your description of yourself? Please share them with us.

If there are topics you have an interest in learning more about please contact me and let me know.

Utilizing her experience of over 25 years, Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Personal Branding: Treat Your Blog as if it was a Gift

Mary Rosenbaum | May 26th, 2010

If you are like me you have probably received countless birthday or christmas gifts that were not what you wanted or even needed. What did you do with those gifts, put them in the back of your closet, returned them if you could, re-gifted them to someone else? One thing is certain, you didn’t use this gift or benefit from it in any way. In fact, you probably forgot about it as soon as you put it away.

If you want people to read your blog or newsletter you have to think of these communications as a gift. All too often I receive newsletters or blog postings that either rehash old news or reword something either they or someone in the industry has already written about. What they don’t include is anything of value for me. Value can be defined in many ways. For example, it can provide me with a new way of looking at something, or a new approach I can apply to my business or life, or even a story I can relate to.

If you have read my past posts on the value of a strong brand, writing a blog and the rules of blogging then you know that providing your target audience with some added value is more important than just getting something out there with your name on it. Your blog or newsletter should convey your opinions in your area of expertise. One of the benefits of writing a blog is to communicate your thought leadership (your personal brand) in a way that exhibits your expertise in a “show” and not “tell” fashion. Distributing a blog or newsletter that doesn’t provide valuable content can only hurt your personal brand – your reputation. Why? Because people will immediately delete your emails based on their past experience with you.

Just like everyone else, my email inbox is filled with newsletters, email blasts, and blogs. With the limited time we have and the surplus of information we receive make sure the communications you send out are worthwhile. Let’s make sure the delete button is reserved for someone else. If you follow these rules they just might help you keep your audience and grow your following.

1. Know what your target audience wants and needs. Look at the responses (if any) you get from your postings and determine how they can be better focused to improve the content you provide and the engagement you develop with your audience. Research the work of other thought leaders in your industry. Read the comments they receive, see how you can address some of the issues that are being raised, but with a different point of view.

2. Make sure you are not underestimating your readers’ sophistication or knowledge. There is nothing worse than providing information that is so “been there, done that, old hat”.

3. Are you addressing the right target audience? I know I receive emails from companies and individuals providing valuable information on hi tech products for large businesses, classes on becoming a fashion designer, and courses on passing the bar exam, among others. Just because you have someone’s email address it doesn’t mean they want to receive your gift of communication and knowledge.

4. Don’t overuse the send button. Unless you have something worthwhile to write about, don’t write. I know I have said in the past that consistency and constancy in communication builds credibility as well as a following. You should write at least one time per week to maintain that following. But having said this, there is nothing worse than writing just to publish – because you dilute the value of your blog and of your brand.

5. Connect with your readers in a way that resonates with them not only on a business level but on a personal level as well. The more authentic you are in your writing, the more your ideas will resonate with your audience.

Having the right formula – original ideas and content, well written text, reader connection and engagement, – will result in a growing targeted following.

What tools do you use to keep their finger off the delete button? Please share them with us.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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What do Three Cups of Tea and Relationship Building Have in Common?

Mary Rosenbaum | May 20th, 2010

Make building relationships an integral part of your personal brand.

I had two very different experiences that made me think about writing on the topic of relationship building. One was an article I read in the NYTimes magazine section this past Sunday. It focused on our fixation with statistics. Watching our stats on social media sites is becoming as ubiquitous for social media marketers as the Dow Jones Industrial Average is for Wall Street professionals. But what are they really measuring? Are they measuring commitment, professional curiosity, respect or search or exchange of knowledge? What they are not measuring is relationship building. And relationship building is a critical underpinning to building your career, your business, and your personal and professional life.

The other prompt to writing this was an event I attended in support of the American Place Theater (www.americanplacetheater.org) where Greg Mortenson, author of “3 Cups of Tea”, spoke. He told a story that clarified what the reference was for the title of his book. It all started when he found himself disoriented and physically weakened from his hike up Mt. Kilimanjaro in Pakistan. When he descended he was taken in by a village elder who offered him a cup of tea. Over time the village elder described what the offering of tea symbolizes:

The first time I offer you tea it is as a stranger.

The second time it is as an honored guest.

The third time it is as a friend.

Unlike major cities, relationships in these small villages develop with time moving at a glacial pace. When the shift from honored guest to friend finally occurred Mr. Mortenson understood the value he derived from the time he spent in building these relationships – personal and professional growth and satisfaction.

Relationship building takes time because it’s built on a foundation of mutual trust. And mutual trust develops through a shared spirit of generosity. And yes, relationships can be developed through social media online (and then nurtured offline whenever possible). But that takes time and what the village elder was saying, as was the NYTimes article, rushing through life adding up your numbers won’t get you what you want in life – friends and colleagues who support one another.

If you are out looking for a job or career change or seeking to grow your own business chances are that your first outreach is to people you know, rightly so. Those people can be considered your first degree of separation – you know them, they will pick up the phone when you call, and you can ask them for something. You have a relationship with them.

Now let’s take a look at our connections through social media. It’s easy to confuse large numbers of followers on Twitter, LinkedIn, or Facebook as something more meaningful than what they really are: people who think you have something to say and they want to keep abreast of what you and perhaps thousands of others are saying. It’s all very flattering and makes us all feel good. And in some situations, these online connections can grow into real relationships, whether they remain online or move offline. But it’s important to keep your eye on the ball – creating more relationships that can fall into the category of first degree of separation – and not focus on just the stats.

We all know how to make friends – get to know them, share some laughs and good times and generally support each other. Building relationships around business is pretty much the same. You want to:

1. Maintain a spirit of generosity. Give without thinking about how you can personally profit from it – whether it’s information, time, assistance. I have always talked about the Law of Reciprocity. Whenever I give to others I know that whenever possible that person will try to give back when they can. It’s not always a quid pro quo but it never fails to result in a positive experience.

2. Take time away from the computer and make sure you are meeting up with people in the real world. Transactions usually take place in real time and in the real world, whether face to face or on the phone. There is nothing that can replace the connection you make when you can personally shake hands and look them in the eye or hear the tone in their voice during a conversation.

One way to take your online friends offline – create a meet-up in your own town. Out of town? Let your contacts know and make time for some face to face.

3. Call even when you are not selling or asking for anything. In fact, call because you don’t want anything from them. By continuing to maintain contact you are gaining more insight into the other person, learning more about their business, and understanding their needs. Sharing information when you are not looking to gain something helps build a level of trust over time. And trust is what relationships and friendships are based on.

So take the time and move toward that third cup of tea and enjoy the status of friend.

What other pointers do you have for taking relationships into the real world?

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Career Management and the New Reality

Mary Rosenbaum | May 12th, 2010

For many people who lost their jobs it has been a difficult two years. There is a new reality when it comes to jobs and careers. Pure and simple, job security no longer exists. You are in charge of managing your own career. Career management has to start early and be ongoing throughout your working life.

What the new reality also means is that you have the ability to take control of your career. I have already addressed several steps you can take in past postings: developing a strong personal brand, getting more visible at work, and spreading your personal brand. Another important step is to periodically evaluate what you are doing, where you want to go, and how you plan on getting there.

Here are some steps to keep you on track and in control.

1. Reassess and redefine your career goals periodically. As the economy changes and industries restructure and regroup do a reality check to see whether your goals need to change as well. Additionally, career goals should be moving targets, as you get closer you need to set your sights higher. This way you will be sure to continue moving forward.

2. Assess the work you are doing and the skills you are employing. Are you still enjoying what you do? Are you still learning? If you have redefined your goals are there additional skills you need to move you further along on your career path? Are there courses that would enhance the work you do and perhaps enable you to stand out more? By continuing to grow professionally your job becomes more interesting and you become more fully engaged in your work. The more engaged, the better the work product.

3. Continue to build and nurture relationships with others inside and outside your organization. Extending your reach and exposure is a critical aspect and should not be limited to times when you are involved in a job search. Increase your social capital by being generous with your contacts. Introducing others to people you know helps them and reflects positively on you. Social capital is bankable and the interest it bears is priceless.

4. Stay abreast of changes in your industry. You can create opportunities for yourself when you have a better understanding of the needs of your organization. Always remember that the definition of luck is when opportunity meets preparedness. Be proactive in seeking out opportunities, not reactive.

What other steps do you employ in managing your career?

Utilizing her experience of over 25 years, Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

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Brand Your Personal Brand in the Minds of Others

Mary Rosenbaum | April 30th, 2010

If you were to ask three colleagues, three friends, and three family members to describe your attributes, strengths, and abilities do you know what they would say? Would they all say the same things? There has been much written about personal branding, in fact, I have written and spoken a great deal about it as well. But have you thought about what it actually means?

Personal BRANDING is the process by which you determine how you want to be viewed by others and then go about BRANDING the words you want them to use when describing you. You are in effect BRANDING your “reputation” in the minds of others.

How do you do this?

1. Find out what others think of you? Have a conversation and ask them the questions that would bring out how they would describe you to others. If you want more detailed information, a 360 assessment is a great tool to use because it offers anonymity and that ensures a higher degree of honesty and accuracy.

2. Do a Strengths, Weakness, Attribute, and Talents analysis (SWAT) using information they provide and include your own self analysis. Once you have this information determine which skills, talents, abilities, attributes and strengths are ones that will further your career. Those are the ones you want to highlight. If there are weaknesses that might prevent you from attaining your goals, think of ways you can ameliorate them (take courses, connect with those who can help you overcome them, partner with people who can fill in your gaps). If they are not road blockers, just forget them and move on.

3. Do a comparative analysis of the skills and abilities you bring to your work. Try to determine how you are the same and what makes you different than your competitors. What gets you in the game – education, years of experience, similar skill sets – should be the same. What makes you different is a combination of what others think of you, special talents and skills you bring to your work, and the way in which you provide your service or do your job.

4. Develop an elevator pitch or personal branding statement that provides the listener with information on what you do, why you do it, what your differentiating qualities are, and the value you provide. You don’t have to be looking for a job or pitching a client to develop a strong personal branding statement or pitch. The reason you are doing this is so that you can “brand” this description into the minds of all you meet and already know.

5. Make sure your messaging is clear and consistent. Everyone should understand what you do and the value you provide. And it should be consistent for everyone you meet.

6. Always be on brand. Make sure that the work you do and the way you present yourself, on and off line are always on brand. It takes a great deal of time to build a reputation, to solidify your brand in other peoples’ minds. It takes considerably less time to destroy it.

Are there other ways you have in identifying your unique promise of value, your personal brand? We would love to hear about them.

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @careersguru

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Personal Branding – Get More Visible at Work

Mary Rosenbaum | April 22nd, 2010

How visible are you? How visible is your personal brand? Having a great personal brand but lacking visibility in your company is much like throwing a great party but failing to send out the invites. How do you get in front of those who need to know about you and your personal brand?

Getting visible sometimes requires you to take a chance and stick your neck out. Remember that keeping your head down and just doing your job is no longer a winning formula for getting visible and getting ahead.

Here are some tips on ways to get greater visibility.

1. Make sure those who have the power know your unique value. Make sure that updates about projects you are proud of working on get sent to those that need to know. It’s hard to cc the big boss on all your emails, but it might be possible for you to volunteer for a project that puts you in closer proximity where she/he can see you in action as well as hear of your successes. Use caution that you don’t overuse the cc and start to look more like spam than like real information.

2. Attend meetings or speaking engagements where the power people congregate and network with them before and after these events. The idea is for them to know your name, what you do, and ultimately what your unique value is to the firm.

3. Start an internal blog with postings that would be of interest to people in your firm, be on brand, and demonstrate your thought leadership. You could discuss articles, white papers, or interesting work that’s being done in your area that would bring to light your knowledge and expertise while gaining much greater visibility.

4. Networking across departments in your company is critical to developing relationships and alliances, gaining a greater understanding of what other areas of your firm are doing, the expertise they have and need, and how your skills and abilities can be utilized and augmented to better manage your career.

5. Don’t wait for new projects to find you. Create new ways for you to contribute to your company’s success/bottom line. By showing your creativity you will be showcasing your unique value, and building your own net worth and social capital (you make your boss look good if you look good).

6. Is there a project you would love to work on in a different department? If it furthers your career goals, is on brand, and would be a great way to highlight your skills and abilities volunteer to get involved. I know that this can sometimes be difficult to accomplish but this is where your exposure to those with influence helps. Try getting permission by focusing your request not only on why you would be a great addition to the project and add value but that the experience and perhaps even the results would benefit your department as well.

Stand out from the crowd by taking a stand.

Are there other ways you know of getting the visibility and recognition? Please share them with us.

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @careersguru


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Blog Your Way to Success

Mary Rosenbaum | March 13th, 2010

In my last post on Social Media Marketing I discussed the importance of using a blog in your business whether you are an entrepreneur, a solopreneur, a small business owner or a professional interested in career management. In addition to increasing the penetration in your particular market, the benefits of blogging are many and include developing brand recognition, exhibiting expertise, creating greater inbound traffic to your website and business, and learning about the needs of your target audience (see an earlier post To Blog or Not to Blog for more insights).

According to Hubspot, companies that blog get 55% more visitors and 97% more inbound links. So if you want to grow your business and create greater credibility the time you spend on this endeavor will be well worth it.

Here are some typical questions, and hopefully some answers, on how to get started building a blog.

1. How can I develop the content?

Research and Read- You can’t get into the conversation if you don’t know what it’s about.

-         Join those groups on LinkedIn, Twitter, and Facebook whose members are people you want to reach – potential clients, customers, employers, and those who influence the decision makers.

-        Read the postings on these sites and learn about the issues, needs and wants of this community. What questions are being asked? What is being addressed? What is missing from the conversation that you believe would add  value to this audience? Which topics are over-exposed?

-    Which links are being resent and retweeted? What information and type of format resonate with your particular audience?

The research stage will provide you with ample opportunity to read and learn more about the community you want to join.

2. Once I have the content, then what?

-  Make it relevant.

-     Write as if you were having a conversation with someone.

-     Be authentic – write about what you know and what you believe.

-     Write about something you are excited about – excitement is contagious.

-     Be generous with information.

-     Always be on brand and on topic in every post.

-     Always edit, edit, edit and then proof read your work.

3. How often should I write?

Put reading, research and writing into your daily or weekly calendar in the same way you schedule other appointments or meetings.

-     Be consistent – write as often as you can, weekly, bi-weekly, bi-monthly.

4. How should I deliver the message?

By now you have seen many examples of ways to structure your blog postings. Although this is far from exhaustive, here are some ideas for structuring your content:

-         Articles on how-to in your area of expertise.

-         Provide resources and links that can help your readers.

-         Provide your expert opinion along with the opinion of others on current news and events of the day.

-         Discuss case studies or client issues you have successfully dealt with that might resonate   with your audience.

-         Connect your readers to articles, blogs, reports published by others.

-         If applicable, write about aspects of your personal journey and how you got to here from there.

-         Use video to deliver your message.

-         Interview a thought leader in the industry.

-         Use some combination of all of the above.

5. How do I get people to read what I write?

-    Participate in your community of groups – comment on other postings, answer questions generously, establish credibility and visibility.

-    Once you have gained credibility and trust, inform your groups whenever you publish a new post.

-     Learn from each posting which subjects and styles resonate with your audience based on comments they provide, number of visitors to your blog, and retweets.

I know these lists are far from exhaustive. I welcome any additional ideas you have for creating a blog that is interesting, well read, and delivers the message of who you are and what your personal brand is all about.

Follow me on Twitter @careersguru

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead

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