You, Inc.: The Art of Selling Yourself

Fitting in with the personal branding theme, I recently finished reading You, Inc.: The Art of Selling Yourself, by Harry Beckwith and Christine Clifford Beckwith. In a nutshell, You Inc. is an easy and enjoyable read that covers off on all the basics from cultivating your personal image, to providing tips on delivering a ten minute speech. Each “lesson” makes up about two pages and is presented with stories and anecdotes that make them easy to follow and understand. The authors not only reinforce the importance of selling yourself before anything else, but also provide tips and real world examples on how to do so. Though you won’t find any one earth shattering lesson among the pages, the combination of many small concepts create a very powerful presentation. In a way, Harry and Christine have created a quick reference guide for both the eager reader and the seasoned veteran when it comes to building brand you. To give you an example, a few of the quick lessons in include:

• People value – and pay more for – the way your make them feel.
• The first thing to plan for is your first impression.
• Tricks and shortcuts: There are none.
• Simplicity gives people certainty, and certainty they can deal with.
• In your sales story, put the audience, not you, in the hero’s shoes.
• After you write something, be sure to hear it. (Read it out loud.)
• Listening makes you captivating.
• Don’t impress them. Move them.
• Visual aids regularly diminish everyone’s understanding of the material.
• Be yourself. It is easier to remember, for one thing, and works dramatically better.
• Never try to fool anyone.

Overall, You Inc. is excellent read for those looking to reinforce many of the basic concepts in selling yourself and therefore is among the top on my list when is come to personal and professional development.