First, develop a marketing plan. Successful marketers of products and services set specific goals and devise strategies for reaching those goals. So should you. Write down your goals and objectives and what you need to do to reach them. If you’re a whiz at numbers, do you need to take a class in business writing or public speaking? Product knowledge, including a complete assessment of strengths and weaknesses, is critical. (Interestingly enough, most people find it far easier to list their weaknesses than strengths. If you can’t come up with an equal number on both sides of the ledger, I suggest you enlist the aid of a friend or relative who knows you well and whose judgment you trust. Then believe them!)

Second, of course, comes performance. You must not only be a superior performer but also be perceived as one. For most people, career success is a double-edged sword. You must not only do the work, but make sure the people you’re doing it for know that you’re doing the work. Find ways to make your accomplishments known to people in decision-making positions without being pushy.

Besides making yourself visible through your work, you should also consider a little “product publicity” outside your organization. Accepting a leadership role in volunteer organizations or professional associations can be helpful in this regard. You might also give presentations to student groups and write articles for trade journals. Being interviewed for industry trend stories can help position you as an expert in your field. And memberships in golf and country clubs are still important ways to increase your visibility in the community. Good self-marketers have a knack for making themselves visible – and remembered.

Next, nurture your business relationships. Cultivating personal and business relationships with colleagues in your geographical area and in your field of expertise is crucial. Never become too busy to help a colleague solve a problem if you’re in a position to do so. Don’t forget personal notes, holiday greetings and invitations to company-sponsored general interest seminars or sporting events. A good rule of thumb is to make contact with each person on your contact list every 6 to 12 months. Self-marketing experts fully utilize their networking contacts and are always on the lookout for new ones.

Collecting information about the marketplace is also important. Since your marketplace is your career field, you should make it a point to read key industry journals, trade magazines and other specialized publications in addition to at least two general interest daily newspapers.

View yourself as an appreciating asset. Invest in yourself according to your needs, whether it be for a continuing education course or a new suit. Take advantage of every opportunity that comes your way for either formal or informal training on the grounds that every such investment makes you that much more valuable to yourself and to others.

Finally, accept that self-marketing is forever. Just as marketing for a product or a service is continuous, so is self-marketing. Self-marketers don’t leave promotion to chance. They don’t make a few attempts and then stop. Self-marketing is an important career management strategy that should be practiced all the time.