You're fully aware of your intentional marketing and possibly even invest time, energy and imagination into it, not to mention money.

But you may be undermining that investment if you're not paying attention to things that matter to others even more than what you say: keeping promises, punctuality, honesty, demeanor, respect, gratitude, sincerity, feedback, initiative, reliability. They also notice passion -- or the absence of it. They notice how well you listen to them.

What to do now

Now that you know these things, what should you do? Although Ben Franklin himself said that three of the hardest things in the world are diamonds, steel and knowing yourself, here's a three-step plan to get you started on the road to self-awareness and self-marketing acumen:

1. Write a positioning statement about yourself. Identify just who you are and the positive things that stand out most about you.

2. Identify your goals. Put into writing the three things you'd most like to achieve during the next three months, three years and then ten years.

3. State your measuring stick. Write the details of how you will know when you've achieved your goals. Be brief and specific.

To guerrilla market yourself, simply be aware of and in control of the messages you send. Do that and your goals will be a lot easier to attain.

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