What’s your super power?
Seth Godin, master blogger and business writer, says you need to be able to quickly tell someone what you do when you meet them. He makes the comparison to an unfamiliar superhero being introduced in a comic book.
Tearing your shirt open, however, is not recommended. (Image by Piotr Bizior - www.bizior.com)
The example he uses is The Wasp saying she can shrink, fly like an insect and shoot fire energy blasts. He then explains his theory:
Some fancy marketers might call this a positioning statement or a unique selling proposition. Of course, it’s not that. It’s just her super power.
When you meet someone, you need to have a super power. If you don’t, you’re just another handshake. Don’t say, “Hi, I’m Don, I’m from Cleveland.” Instead, try, “Hi, I’m Don, I tell stories that spread.” It’s not about touting yourself or coming on too strong. It’s about making the introduction meaningful. If I don’t know your superpower, then I don’t know how you can help me (or I can help you).
This isn’t new advice, of course. Usually you hear it described as developing a personal brand (although how you introduce yourself is only a fraction of your brand, but that’s another topic) or having an elevator pitch (borrowed from business networking). But Seth’s brilliance is breaking it down to a level we can all understand.
Unless you are a marketing wonk, your eyes probably glaze over when the branding talk starts. And unless you have sales experience, you probably haven’t ever developed a true elevator pitch. But, even if you have never read a comic, you’ve surely seen a comic book-based movie (or any movie, really), and you’ve seen characters introduced hundreds of times.
When you are networking or applying for jobs, you are playing yourself in your own personal movie. Make the introduction memorable, so the audience can make the connection later in the story.
Up to this point, my introduction has been, “I’m Tony, and I’m a copywriter” (or, “I’m Tony, and I’m a web developer,” depending on who I am talking to). But going forward, I think I need to come up with something more compelling.
So, what’s your super power?
How to Network When You’re Unemployed
So, you lost your job. According to the Wall Street Journal, networking, both online and in-person, is the the way to find a new job. But, how do you make the most of those networking opportunities? Well, to be honest, I don’t really know. But I can share my approach with you.
I think this guy forgot to get his information put on his business card. Clearly he doesn't have this networking thing down.
If you hadn’t been networking before you lost your job, you might find it hard to get started. Your first instinct may be to introduce yourself and start asking for work. But, even (ore maybe especially) when you are unemployed, networking is more about showing people what you have to offer than it is asking them to help you.
A quick Google search for “networking advice” yields a whole heap of tips for networking from people far more experienced in it than I am. All these tips aside, it is important to remember to be genuine. I know that probably sounds like corny advice, but it’s also true.
One thing you do not want to do is come across as desperate. If business is like dating, networking events are like singles bars. And desperation is just as unattractive in business. I would leave the talk of financial troubles for when you are having drinks with your friends. Have an answer ready for what you’ve been up to since you lost your job, and remember to put as positive a spin on it as reasonably possible. My stock answer is that I’ve have been fairly busy with freelance, but that I am always looking for more and I am applying to jobs as they become available.