The Point

Archive for the ‘Personal branding’ Category


The Personal Branding Book: A Look Inside The Road to Recognition



I’m Barry Feldman. And you are?

It’s fitting to begin this book with a letter. The Road to Recognition uses the alphabet as a narrative device. A is the first point on the roadmap. Z is the last. Simple. Now, back to my letter…

I’m going to give myself a letter grade in personal branding: F.

F is for failure. Yeah, if I’m to look back on my career from a personal branding point of view, I deserve the harsh grade. Why?

I was a laggard. I failed to get serious about developing my personal brand until I was in my 40s. Ironically, I’ve been writing marketing copy for thousands of brands since I was in my 20s. In the early going, I wrote for chiropractors, contractors, and all sorts of personal brands.

But I neglected mine. I was simply trying to make a living as an advertising copywriter, satisfied with the anonymity of the vocation. There was rarely a day (okay, there was never a day) when I woke up and said, “Today’s a great day to develop my personal brand.”

Guess what, my friend?

Today is the best day to develop your personal brand. Not tomorrow. Today.

I suppose I didn’t realize I was lagging in the ways of personal branding. The term might have been tossed around a bit, but it wasn’t a course offered in school, the subject of books, or anything more than an idea slightly ahead of its time muttered by the likes of author Tom Peters (In Search of Excellence) and echoed occasionally by eclectic business writers.



Social Recognition: A Key to Personal Branding Success

R is for Recognition

What’s the deal with peer recognition?

One resource I found via search writes, “Providing a platform for employees to recognize each other is a great way to encourage a positive atmosphere while fostering collaboration and teamwork.”

Good stuff, but not exactly about marketing yourself, which is the topic of this post. 

I also found this atop a search on the topic…

Peer-to-peer recognition is the expression of appreciation exchanged between co-workers. Many employee recognition programs give managers the responsibility to recognize employees.

More good stuff, but we’re not going to talk about employee recognition programs either.

Next, I wondered about “social recognition” because it’s a big part of what I actually do want to talk about because it relates to my book. I found this:

“Social recognition points to the status and esteem (feel good factor) that individuals, organizations or sectors receive as a consequence of displaying certain characteristics, reaching certain achievements or engaging in certain activities. It might also extend to material rewards, such as higher incomes.”

Now we’re talking.

R is for Recognizing Others

In our book The Road to Recognition—The A-to-Z Guide to Personal Branding for Accelerating Your Professional Success in The Age of Digital Media, Seth Price and I include a chapter titled, “R is for Recognizing Others.” It goes something like this (edited for context):

Share the spotlight. You won’t achieve your goals on your own. Privately and publicly, recognize the contributions of every person who’s played a part in your brand development. (more…)


Join The Road to Recognition Launch Team

TRTR launch team

Get a behind the scenes look at the book launch.

Making a book launch a huge success can’t be done alone. I could use your help.

For the launch of The Road to Recognition book, my co-author, Seth Price, and I are inviting 100 influencers to join us in creating an exclusive launch team. The group will include those who are willing to roll up their sleeves and help us put out the word about the book.

Launch Team Member Benefits

As a member of The Road to Recognition Launch Team you will get:

  • Access to the book before it’s released to the public
  • Access to exclusive interviews with personal branding experts
  • Weekly FaceBook Live sessions with Seth and Barry
  • Exclusive access to Seth and Barry for a behind-the-scenes look at how we launch the book
  • All of our book launch playbook plans and documents—including email templates and more
  • Three bonus eBooks (not publicly available)
  • A digital copy of Barry’s first book, SEO Simplified for Short Attention Spans
  • The opportunity to connect with like-minded people who share your passion for personal branding in the age of digital media

Team Member Requirements

Membership won’t be all that demanding, but you’ll be expected to spend an hour per week over the course of four weeks to:

  • Read and/or preview the book ahead write an Amazon review
  • Participation in book promotion via Facebook, social sharing, blogging and email
  • Participation in our private Facebook group
  • Share ideas and brainstorm ways to reach a larger audience

Team Member Sign-Up

Applications will only be accepted before or on March 19, 2017.

Start now. Spread the word.


Personal Branding Framework: 26 Strategies to Build Brand Recognition [Infographic]

road to recognition 14 copy

What could be a more simple personal branding framework than the alphabet?

I couldn’t be more excited to tell you The Road to Recognition, my new book co-authored with Seth Price, has been completed and is due to ship in April. (However, you can pre-order it now.)

You can get the book free by joining the book launch team. Applications are due 3/19/17. Space is limited. >> CLICK HERE OR THE IMAGE BELOW 

TRTR launch team

Here’s the back story (borrowed slightly from the book’s preface)…

The Road to Recognition began (unknowingly) about two years ago when I had the idea to create an infographic called The Complete A-to-Z Guide to Personal Branding.

Seth, whom I had collaborated with before, agreed to work on it with me. He guided the design and is the reason the graphic went viral. He promoted the hell out of it, pitching it to publishers relentlessly. He repurposed it as a SlideShare and gave it a wider set of wings.

While I did the occasional interview or talk on personal branding, the A to Z Guide was in my rear view mirror. But not Seth’s. Sharing personal branding lessons had become a bit of an obsession for my co-author. He created an amazing website entirely focused on personal branding. He made some big plans.

Then he called to tell me about them. Seth declared these lessons shall become a book. He said (or was it threatened?) he’d create it with or without me. So we did this thing together—me with the “I’ll get to it when I can” attitude, Seth with the whip.

I wrote the copy for that infographic in a few hours. I simply tossed my ideas down following my instincts, drawing from experience, and sharing ideas I had picked up from Michael Hyatt, Dan Schawbel, William Arruda, and Karen Kang (all authors of inspired personal branding books).

But the book was no high-speed affair. We’ve been bouncing ideas around, writing chapters, collaborating on the design (which we’re immensely proud of), changing and making up our minds, and scheming launch and promotional plans for nearly two years.

Each chapter of the book covers a big and important topic. Our aim is to give you the skinny on each—the need-to-know stuff that’ll rev your engine. We created an infographic to give you a mini-preview of each chapter. Here you are: 26 strategies to build brand recognition—and, as the book’s subtitle says—accelerate your professional success in the age of digital media. (more…)


32 Ways a Digital Marketing Consultant Can Help Grow Your Business

A lot of clients—marketing professionals and business owners—get in touch and ask me to help plan, write, and create websites, eBooks, and blog posts. That’s far from a complete list, but three common requests.

On the other hand, a lot of clients reach out to me without a specific task list in mind. They know they want to grow their business. They know they want to produce traffic, leads and sales. And they think they need the help of digital marketing consultant.

They’re right, but their question is often oh-so-broad: “How can you help me?”

Shwew. My answer could be any number of things and at that point, not having the benefit of knowing where their digital marketing currently stands, I’m seldom able to quickly deliver a perfect answer.

I certainly don’t want to blurt out a specific digital marketing tactic… “YouTube is the answer” or “An email campaign will make rain for you.” That’d be reckless.

A digital marketing consultant should recommend tactics based on needs identified from a carefully considered audit. I’m a strategist. I’m a copywriter. But I’ve been doing digital marketing since it existed, so there are a substantial number of ways I can help you grow your business through digital marketing.

Here they are.

The list won’t magically nail an effective strategy, but my hope is it’ll provide some answers to the “How can you help me?” question and give us lots to talk about.




LinkedIn Best Practices for Developing Your Personal Brand

LinkedIn Best Practices

It’s time to master LinkedIn, the personal branding epicenter of the Internet.

LinkedIn enters into every conversation I have about personal branding.

It comes up in the daily conversations I have about content marketing and new media advertising. And whenever I’m tasked with helping people get started with social media marketing, the discussion always includes LinkedIn.

There has never been a more powerful business networking tool than LinkedIn. Everything that fuels the ascent of your personal brand lives and breathes on the network. It’s the online center for meeting people, sharing content, and creating and building business relationships.

If you’re a LinkedIn slacker, that is, you have a presence, but are not active on the network, the following facts may give you the nudge you need:

  • LinkedIn has more than 350 million users from 200+ countries.
  • B2B marketers rate LinkedIn the top social media for delivering B2B content and most effective for generating leads.
  • 40% of LinkedIn members check in daily.

Even if you enjoy other social media more, I want you to understand LinkedIn must be a part of your media mix. To help you make the most of LinkedIn, I’m going to walk you through best practices for developing your personal brand with the many opportunities the network offers.

You need to rock your profile

You’ll shoot yourself in the foot if you rush through the process of creating a profile. More so than on other social media, your profile will be visited and read.

Because the personal brand is so central to the LinkedIn environment, you’re given a big and flexible canvas on which to paint a picture of yourself. Put some effort, thought and creativity into rocking your public profile top to bottom.

  • A professional headline — Just below your name you’re given up to 120 characters to populate your “headline” field. Consider beginning with a tagline to make a first impression. Next, enter a healthy dose of keywords describing yourself and your areas of expertise. You want to be found via relevant searches. Try to showcase your strengths without being pretentious.
  • Photo — Your profile is 11X more likely to be viewed if it includes a photo. Your photo should be a high quality headshot. Look into the lens to make eye contact and smile. Weirdness and creativity will not serve you well here.
  • Background — LinkedIn allows you to upload a background image to serve as your “cover photo.” Choose an image that reflects well on your brand.
  • Contact info — This section asks for the usual suspects, but be aware you can override some of the defaults as you like. For instance, you can edit the standard links with the name of your blog and website.
  • URL — LinkedIn issues you an impossibly long and anonymous URL, but it’s easy to customize it with your name, which makes it much easier to remember and share.
  • Summary — Use the summary section to tell your story as you would on an “about” page. Include keywords for search purposes, but compose your summary in a warm way aiming to answer basic questions about your skills and inspiring visitors to keep reading.
  • Showcase your work — LinkedIn makes it easy to showcase your work via its integration with SlideShare. Upload the media of your choice to SlideShare and choose “Add to LinkedIn profile.”
  • Experience — Populate the fields in the experience section with your work history to present your credentials as you would in a resume.
  • Add media — In both the experience and education sections you can display documents, photos, links, presentations, or videos. Using a video will help make your profile stand out.
  • Skills and endorsements — This section allows you to select your skills and present endorsements given to you from LinkedIn members. Listing your skills gives members a 13X boost in profile views.


A lot of people feel the endorsements section is lightweight, but I believe when the endorsements begin piling up it helps support your personal brand with a credibility boost.

  • Recommendations – Written testimonials are presented here, which are even more powerful than endorsements.
  • Additional information and summary elements — There’s a crazy long list of optional sections you can add to your profile: groups, certifications, publications, projects, honors, organizations and more. Publish the things you feel are credentials and/or conversation starters and order them as you like.


When you have your profile rocking the way a personal brander should, you can promote it
snagging a LinkedIn badge and placing it on your blog and website.

The name LinkedIn suggests building relationships

Far too many think of LinkedIn strictly as a place where you find a job or recruiters find you. While employment’s a big part of the LinkedIn picture, when it comes to professional development, there’s very little you can’t find on LinkedIn.

In addition to being the network for building your personal brand, LinkedIn’s an ideal place to promote your content, generate leads, find partnership opportunities, conduct research and recruit.

You accomplish all of the above by connecting with LinkedIn members. Let’s look at how it’s done.

Grow your network—Access the “people you may know” section by searching for it. (Features get moved around often.) LinkedIn does a scary good job of populating the list with, you guessed it, people you may know. Here, you’ll find their faces, titles and companies.

You can send an automatic invitation with a single click on “connect.”

If you’ve imported your email contacts list via “add connections,” LinkedIn shows you their email address and the option to send an invitation by clicking “add to network.”

Other options include:

  1. Run an advanced people search.
  2. Find alumni.
  3. Ask for introductions to the people LinkedIn identifies as second degree connections.

Of course, in your travels across the network you’ll also come across people you’d like to connect with. Making a connection request invokes a default email message, which reads “I’d like to connect with you on LinkedIn.” You can—and should—write a more interesting greeting if you’d like to make a memorable first impression.

Join groups — One of the platform’s most useful features is LinkedIn Groups. There are millions of groups catering to all business interests. Groups generally exist to share content and ideas. They also provide another way to identify and make meaningful connections.

Use keyword searches to get started finding relevant groups. The results will give you some insights into the group’s charter and also indicate its size by member count. You may also want to examine the profiles of your connections, prospects and clients to see which groups they participate in.

You can join up to 50 groups with a free account. Some will require approval from the group’s moderator. Over time, you’ll find it more meaningful to focus on a small number of active and interesting groups, however you won’t know until you sign-up.

You also have the option to start your own groups, public or private. Creating a group is a cinch, but understand that managing a group takes a fair amount of time.


Fair warning: You’ll receive a barrage of email if you don’t tinker with your email preferences.
This screen shot shows you the options for group email settings.

Deliver valuable content

Your quest to develop a strong personal brand calls for developing and sharing original content as well as curating additional content you believe serves the interests of your connections.

In recent years, through both the development of new features and the integration of services LinkedIn has added by way of acquisitions, the network has become a giant content marketing hub for individuals and companies.

Share your thoughts — As is the case with all social networks, you need to contribute to the conversation. On your LinkedIn home page, “share an update” presents a blank field in which you can write your thoughts, upload a photo, and paste a link if you choose. LinkedIn doesn’t yet offer the option to share video this way.

A pull-down menu allows you to share your update publicly, strictly with your connections, and via Twitter. Of course, if you elect to share via Twittter, your update will be limited to Twitter’s 140-characters restriction.

If you’d like to notify a LinkedIn member you’ve mentioned him or her in an update, enter @, followed by the name. The feature also works to mention companies.

Start a group discussion — You start discussions within your groups by giving your comment a title and then writing details, which you can designate as “general,” “job” or “promotion.” You cannot add media types here. In some cases, you can include links, however some group moderators discourage or prohibit it.

Link to a blog post, article, ebook, presentation, or whatever is relevant to the discussion you’re starting. Asking questions tends to be the best way to invoke a meaningful discussion. Ask a great question and you may inspire hundreds of responses from members.

Stay tuned-in because your question is likely to beget additional questions. Often, healthy debates follow and you’ll likely want to express your point of view.

Go one-on-one — In the course of your updates and discussions you’re likely to want to engage individually. LinkedIn enables you to do so via LinkedIn email. If you’re looking to nurture a “pen pal” relationship into something more, this is how it’s done.

Publish blog posts — In 2014, LinkedIn took a bold step toward becoming a content marketing hub by introducing its own publishing platform. I was offered the opportunity to join its first-round pilot and jumped in.

One of the first posts I contributed was about the platform itself and became a hit (relatively speaking). Read “I Pledge Allegiance to the New LinkedIn Publishing Platform (For Now)” to get my detailed thoughts. I’m not as bullish now as I was then, however I do believe:

  1. LinkedIn has created the easiest blog publishing platform anywhere. It’s very intuitive and nice looking too.
  2. Publishing a blog post—of any length—on LinkedIn is a wonderful opportunity to reach your ideal audience and support your personal brand.

The reason I’m slightly less excited about the platform today is being that it’s now open to all members, there are tons of posts published every day. As such, quality is all over the map and it’s more difficult to stand out and get the shares required to reach thousands of readers.

That said, on any given day, a great post stands the chance of getting picked up by LinkedIn’s personalized online magazine, “Pulse,” which often does find a large audience and can inspire oodles of shares and comments.

LinkedIn’s loaded with content


In 2012, LinkedIn acquired SlideShare, the world’s largest community for sharing presentations and other professional content. SlideShare allows you to post presentations, infographics, documents, videos, and PDFs. SlideShare boasts 60 million unique visitors a month.

I’m a big fan of SlideShare and consider it a significant element of my personal branding efforts. I publish content there often and have contributed to its blog numerous times.


In 2014, SlideShare launched a “Keynote Author” (top influencers) section giving the designation to top contributors and I’m thrilled to have been selected.

SlideShare is integrated with LinkedIn making it easy for you to present your SlideShare content on your profile page. Use the feature to showcase your portfolio or any type of content that supports your personal brand.

LinkedIn Pulse

In 2013, LinkedIn Today became Pulse (as a result of an acquisition). LinkedIn Pulse delivers professional news tailored to your interests. It’s home to the robust “LinkedINfluencers” blog, which features exclusive posts from hundreds of carefully selected industry leaders across many topics. The news aggregator is available on the LinkedIn site and via smartphone apps.

Another level of LinkedIn

LinkedIn is largely free. However, the company does offer paid services. If you join as free member, you’ll learn of the paid options soon enough. LinkedIn is very good—and aggressive — at promoting its premium services.

LinkedIn Premium accounts — You’ll do fine developing your personal brand on LinkedIn without investing in paid services, however you should be aware premium accounts are offered. The premium offering provides a number of value-added services, some of them useful to power users.

Premium accounts are available to general users and there are specific offerings for recruiters, job seekers and sales professionals.

LinkedIn analytics — The free analytics provided by LinkedIn to individual members are a far cry from deep, however they will reveal people who have viewed your profile, how you rank among your connections and some additional insights.


Some of the free analytics are note-worthy. I found it interesting LinkedIn helps you understand the demographics of your readers.

LinkedIn advertising — LinkedIn’s advertising options are many. The programs offer powerful B2B targeting features to reach the audience you choose among its nearly 350 million members.


If you’d like to learn more about expanding your reach on LinkedIn and using its targeted ad programs, I highly recommend you download The Sophisticated Marketer’s Guide to LinkedIn, authored by my friend Jason Miller of LinkedIn Marketing Solutions.


Miller’s guide is packed with tips from marketing leaders as well as insights from the LinkedIn marketing team.

LinkedIn company pages — LinkedIn company pages are a smart play for social media marketers. With their many features, company pages can help you engage followers with news and content and take advantage of lead generation opportunities. The analytics provided for company pages are more robust.

Interested in learning more? 5 LinkedIn Company Page Tips to Enhance Your Marketing is an informative post from Jason Miller on Social Media Examiner.

The brand called you

Many credit author Tom Peters for creating the term “personal branding” in The Brand Called You, an article he wrote for Fast Company magazine in 1997. In it he wrote:

“The key to any personal branding campaign is ‘word-of-mouth marketing.’ Your network of friends, colleagues, clients, and customers is the most important marketing vehicle you’ve got; what they say about you and your contributions is what the market will ultimately gauge as the value of your brand. So the big trick to building your brand is to find ways to nurture your network of colleagues — consciously.”

I suspect if Peters were to update the article today he’d say your involvement on LinkedIn is absolutely critical to your success.



Personal Branding Strategy: Make Guest Blogging Pay

Guest blogging

You rarely hear stories of people who get involved in social media and content marketing—and boom—their personal brand takes off. It may be the dream, but it’s seldom the reality.

I wonder… Are you taking guest blogging seriously? I’m going to shed some light on someone who made guest blogging a high priority and benefited from it nicely.

Yes, that someone is me, but I’m not aiming to glorify what I’ve done. I want to show and tell you why it’s worked, and how, so you can work toward getting similar results.

B is for blogging

The story traces to an infographic I conceived, The Complete A to Z Guide to Personal Branding. With the help of my collaborator, Seth Price, who is an amazing study in personal branding, the infographic became a smash hit.

Seth and I wrote posts—featuring the infographic—for several prominent blogs, and enjoyed seeing it go insanely viral. [I just did a search using the name of the infographic and it dominated the first 12 pages of the Google search results.] Months later, Buffer’s Kevan Lee wrote a post for Entrepreneur highlighting the ideas the graphic contains.

Thanks to media coverage such as that, it was shared hundreds of thousands of times and generated mountains of backlinks for us. And then it generated opportunities.

I should add, we nurtured that baby with a SlideShare presentation. Then came interview requests… podcasts and videos. I did a webinar on it. I was invited to present the content at a few conferences.

Same deal for Seth. In fact, the momentum of our “guide” played a part in inspiring Seth to create a spectacular personal website about personal branding. We’re working on another project related to it too, a big one, we hope. (Here’s Seth and I talking about our baby…) (more…)


Top Content and Lessons Learned in 2014

Top Content 2104 Feldman Creative

I want to thank you, big time. Interest in The Point, the blog here at Feldman Creative, skyrocketed in 2014. I learned a lot and I’m hoping you did too.

I checked the analytics for the top content I published in 2014 and tallied the top topics and posts for page views. I also looked at the data to determine which was the most popular eBook and infographic. So you’ve probably read some of this content. But if you missed anything you think will help you create more effective online marketing, this year-end roundup presents popular favorites once again.

I value having you as a reader and appreciate your feedback and comments. If you would, share with me, and the readers here, some of the lessons you’ve learned in 2014 about online marketing. Also, let me know if there are subjects you’d like to learn more about. I’m on it. That’s what top content marketers do: answer questions (as you’ll learn about in what proved to be our number one blog post in 2014, “The Most Effective Content Marketing Tip Ever.”

Happy reading. Happy holidays.

Content marketing

The topic of content marketing appears to have been your top area of interest. Good for you. My hope is in 2015, you’ll take it very seriously and publish great works. The following posts covered the best way to get started, how a content marketing consultant can support your initiatives, and a plan and template for creating a content marketing plan fast, efficiently and effectively.

The Most Effective Content Marketing Tip Ever

What Can a Content Marketing Consultant Do for You?

The Content Marketing Plan that Quadruples Your Leads



What Makes a Person Influential?

Influence fascinates me. What about you?

If you read my blog, you may have picked up on the fact that I’ve been reading, learning and writing about many topics related to influence: personal branding and influence marketing, the power of expertise, authority and thought leadership.

I read (and saved) an extremely popular Forbes post by Mark Fidelman, 25 Things Influential People Do Better than Anyone Else in which Mark attempts to answer:

“How do people become truly influential in the social age?”

Clearly, Mark and I admire many of the same people. His article is full of examples where he showcases leaders in new media marketing and speaks to their qualities.

Monsters of Influence

The Forbes article inspired me to create my take on the qualities of a person of influence. It became a slide deck with a fun Halloween-themed twist and earned a spot as SlideShare of the Day.

I hope you enjoy it, share it, and comment below with your feedback and any ideas you have about the qualities of influential people. (more…)


Personal Branding: Power Tips for Getting Your Online Brand In Line

Personal branding tips

Let’s talk about you. You’re a brand. Do you know how to develop your personal brand?

As an online marketing consultant and writer, I found myself answering a ton of questions about building and developing a personal brand. So I did a lot of reading on the subject as well as reflecting on many of the effective tactics I’ve used since establishing Feldman Creative in 1995 and focusing on content marketing since 2011.

I organized these ideas into the infographic here, “The Complete A to Z Guide to Personal Branding.” Then I was invited to do a Google+ Hangout with Google+ master Martin Shervingon of Plus Your Business. Martin used the infographic as the agenda for a in-depth conversation we had on the subject of personal branding. You’ll find the video below as well as a transcript.

Enjoy it. I hope you pick-up and apply some useful tips. (more…)