Jess Ponce spoke to us at the INA’s 29th Annual Conference March 28, 2014 about The Art of Authentic Self Promotion, a nanny agency track workshop. Jess, a veteran who markets small boutique and individual brands, explained that in order to be our best authentic selves we must start by focusing on 3 key elements that will seduce an audience before we even open our mouths:
- be credible;
- be relatable;
- and be likable.
He stressed that those 3 attributes alone built the most trust and were the shortest distance between an agent and her client. Regardless of the medium, it is all about how your tell your story.
He encouraged building our brand’s language around what we like and value most and taught us ways to express that in our ‘value proposition’ without being verbose. The agencies in attendance were engaged interactively, to the delight of all.
Jess described his secrets to the “A Factor,” that which defines AUTHENTIC self promotion. He recommends that the nanny agency define their audience, prepare an agenda for the audience, and then conclude with a “call to action” – basically telling your audience what you want them to do next. The call to action is what is most often missing when nanny agencies, or any business, promotes themselves.
Jess understands that as business owners, nanny agencies have much to share about their ideas when selling their brand but reminds them to think more about visual representation to attract clients and to use fewer words. As he said so well, “People don’t want to read too many words, we need to take our 20 pounds of information and make it fit in a 1 pound sack’. That’s what grabs and keeps attention. Your brand promise must clearly define what people can rely on you for, and you need to tell the story in a way that engages the audience.
Ultimately his message was to figure out what you’re selling and recognize your audience (and know that what you have to offer isn’t for everybody so be willing to loose people). Communicate your message authentically through storytelling, figure out what you can do for the client that no one else can and then make them an irresistible offer they cant refuse- easy!
Some of Jess’s rules of thumb include the best length of a promotional video (90 seconds), that you need to define your brand and give your call to action in the first 1/3 of any article, whether online or in print, and that on Facebook if you have to hit the “more…” on a Facebook post you are being too wordy and need to tighten it up.
He also reminds nanny agencies that they need to “think of the ASK.” Tell the prospect what you are going to tell them, tell them, then tell them what you told them. Lastly, Jess cautioned about the use of industry jargon. He used the word “charges” as an example. As an outsider, referring to a child as a “charge” is dehumanizing of the child, and is a fast way to lose the listener’s trust.
All nanny agencies are asked by prospects from time to time about competition – whether it is the agency down the street or the online matching service with a national budget. The nanny agency should have a script for dealing with this question that everyone who will ever speak to a prospect learns – and learns so well they no longer need to think of it as a script. Jess advises:
- Play to your strengths. These can be in person interviews, experienced reference checkers, help working out the job description, and a real, authentic (credible, likable, relatable) person to rely on for help when needed.
- Don’t be desperate. Be willing to lose a prospect, and move on to someone who will hear and relate to your message.
- Don’t discredit. Share a story about how you are better, don’t knock the competition directly, especially by name.
Nanny agency, remember, it’s not about you, it is about them!
Jess Ponce is the West Coast Partner of Media 2×3, a niche creative agency and production company. His specialty is developing, packaging and managing personality brands across different media platforms. With over 15 years experience as a TV producer, brand manager and media consultant, Jess compliments Entertainment Industry know how with Executive Coach training to strategically promote businesses, leaders, celebrities and experts.
Nanny Agency Owners, Have You Seen These Publications?
- Nanny Employer Handbook: INA’s Handbook for Nanny Employers
- The INA Nanny Agency Marketing Toolkit
- INA Nanny Agency Exit Strategy Guide
A special thank you to INA 2013 NOTY Joanne Barrows for contributing this workshop review.
Related Links:
Nanny Agency Moneyless Marketing
Nanny Agency Managing Your Online Reputation