JEWISH SINGLES & DATING SERVICES IN THE NEWS

Horn Tooting
by Aliza Pilar Sherman
April 4th, 2007

Are women good self-promoters? We spoke with several female entrepreneurs who are successful at promoting themselves - not just their companies - and found out how and why they do it. We also turned to some experts to learn more about the art of self-promotion, especially for women in business.

"I have made myself available to newspapers and magazines through press releases," says Cynthia McKay, CEO of Le Gourmet Gift Basket Business, Inc. who establishes a savvy reputation by offering tips on business startups, spotting scams, women in business, among other business topics. "I have also taken a moment to contact specific business reporters offering ideas on small business startups. Providing my name as an expert has led to many interviews."

McKay feels her ability to self promote has been enhanced, not hindered, because she is female because she finds that there is an audience for the expertise she offers. Other women are eager to hear business advice from a woman's perspective, particularly a female CEO. McKay taps into that niche.

To put herself out in the media, McKay relies on her PR agency, but she also finds other opportunities coming up because of relationships she has established with journalists.

"A Google search will easily give articles establishing me as a well-versed business professional with expertise in several areas and will cross reference the company for added exposure," McKay explains. "Self-promotion has made my name more recognizable to those contemplating using my services." She adds that the press she receives reinforces credibility and a potential customers sense of confidence in her company.

Hiring a "terrific" personal publicist, a "fabulous" personal trainer, and an "amazing hair person" are all tactics Shoshanna Rikon has used to her advantage when promoting herself. As CEO of Shoshanna's Matches - a top Jewish matchmaking service in New York City - she goes out three nights a week to meet prospective clients and attends countless singles events in the city.

"I love being the center of attention almost as I love introducing Jewish singles to each other," says Rikon. "I love when people come up to me and say 'I know you - you're the famous Shoshanna!' I put myself out there in a big way for my clients, and it is always gratifying when my efforts at promoting my brand are validated by new people who are excited to meet me."/p>

Rikon says she is pretty much game for anything if it will help get her name in the public eye in a positive way including lecturing on cruises and at singles retreats as well as various synagogues and educational institutions.

Says Rikon, "If you are the face of your company, the more you are out there in the media, the more buzz you are creating." She says she also enjoys being on television shows such as Dr. Phil, Your World with Neil Cavuto, and Big Idea with Donny Deutsch. She tells about meeting Donny Deutsch for the first time, and he told her that he already knew her.

"He was on the cover of a magazine that I was also featured in at the (same) time!" Rikon recalls, proving the power of self-promotion.

Donna Maria Coles Johnson, founder and president of Indie Business Media, LLC, has taken a multi-pronged approach to self promotion including publishing books and magazines; appearing on the radio and television; putting out her own Internet radio show - Indie Business Radio; and being a guest columnist for established publications as well as a blogger on her own blog.

Coles Johnson finds self-promotion opportunities through a PR service called ProfNet, through networking circles, cold calls, and any other method she can find.

"The opportunities often find me, and this is a function of what I call 'putting yourself out there.'" Coles Johnson explains adding that she used to be less choosy about the opportunities she participated in. Today, she chooses ones that best fit her expertise and reaches the most appropriate audience for her work.

Recently, Coles Johnson was featured in PINK magazine in an article about what you can tell about a woman and her finances by what she carries in her purse.

"There is no mention of my business, only a mention that I am a lifestyle coach and the kind of purse I carry and what was in it," she says. "It's not just about featuring your business and telling the world about your products or services that helps build a brand. It's also being places that are appropriate for you and being surrounded - in person or in print - by others who are forward looking as well. Consistent collaboration builds a brand."

Olivia Fox Cabane is known as "The Charisma Coach" and is the author of "The Pocket Guide To Becoming A Superstar In Your Field." Her entire business is based around her identity, but when she started, she says she felt insecure about her own credibility and value at age 24.

"I first strove to promote my business rather than myself, trying to make my company look as big as possible. I crammed my web pages with "we" statements; promoted an extensive advisory board on the management page, and generally tried to look like one of the big consulting firms," Fox Cabane recalls.

As her business took off and her reputation grew, I became more confident in her own brand, value, and credibility. She gradually began putting her own name forward on her site and other marketing materials, feeling confident that her company could rest on her professional credibility.

Says Fox Cabane, "My new website focuses exclusively on me. It sells me as a the source of the products, the services, and all the wisdom generated in every page. The "about" page now reads "About Olivia", and contains the bio of only one person--me. The home page is laden with references to me."

Fox Cabane started self-promoting on a small scale, networking at every event she attended. She then became a public speaker then finally went national, targeting the media. At 27, she has featured as an expert on Bloomberg and been quoted in Crain's NY, Business Week and the New York Times.

Not all women self promote with ease. According to Sandra Beckwith, author of "Streetwise Complete Publicity Plans," self-promotion can be a weak area for women.

Says Beckwith, "Women have been raised since birth to be humble and to avoid bragging because that is considered unladylike or unbecoming. It is very hard for us to overcome the conditioning that taught us to downplay our accomplishments." Beckwith adds that if you promote yourself in the right way, you can do it without feeling like "a brazen hussy."

Beckwith, who also writes about gender differences, observes that men - in general - do not hesitate to talk about - or even exaggerate about - how awesome they are.

"Women need to use men as role models in this area. They don't have to self-promote the same way men do it, but they do need to do more to call attention to their accomplishments," she says.

Are there any downsides to being a self promoter?

Says McKay, "I have received no negative feedback from being a self-promoter. In fact, it is usually a 'good for you' response." McKays feels that people recognize that if she is personally successful, her company is a good bet.

However, being in the public eye can have its downsides. Recently, McKay was featured on a television show where she was depicted as "busy, self-centered and rude" when McKay says she was just doing her job. Before the show was over, she received over 200 nasty emails. In other cases, some newspapers referred to the fact that she doesn't have children because of her high position within her company, giving the perception that she is a workaholic.

"I have received many negative comments calling me self-centered and a woman who is 'antifamily,'" says McKay.

"My hair does not always cooperate and I could lose a few pounds," Coles Johnson jokes about self-promotion and being in the public eye, "Other than that, so far, it's the most fun I've ever had, and it's exactly like I want it to be. I like helping people gain confidence and learn how to use their God-given talents and gifts to support their families and build wealth."

According to Beckwith, some of the upsides to self-promoting include improved self-esteem, better and more challenging professional opportunities, and even a bigger paycheck.

When it comes to mastering the art of self promotion, McKay recommends seeking out opportunities by letting journalists know you exist and offering them ideas, but most importantly, to be available anytime and not to turn down opportunities.

Recalls McKay, "I gave a small interview to someone regarding office policy and ended up on The Today Show."

Not everyone, of course, can end up on a national morning show through their self-promotion efforts.

Says Coles Johnson, "Expect results, but not immediate results. It takes time to build a brand and if you are in it for overnight success, you're wasting your time. I once heard someone say, 'It takes 10 years to become an overnight success.'"

Advises Fox Cabane, "Fighting that current to promote your company rather than yourself takes heavy resources. Go with the flow instead: give them what they want. You!"