The Art of Personal Branding: How to Tell the YOU Story and Gain New Customers

If you want someone to hire you or your company, you need to be able to tell your story: who you are, what your plan is, and what defines you. There are key points to address at each point in the story in order to gain customers. Whether you’re the boss or on your own, you are constantly interviewing and telling your story.

This session is for you if you’re thinking about working for equity, starting a business, or going out on your own.

Key learning points:

  • How to gain customers by telling your story
  • How to identify who your customer is (and is not)
  • How to identify the keys to telling your story well

I’ll also give you two tactics to help you on your way, but you should bring your questions so you can get the answers you seek!

Note: This presentation is an extremely condensed version of the workshop “How to Attract Opportunities to You”

Presented at:

  • Lavacon, Las Vegas, October 2016
  • STC Twin Cities, September 2016
  • AMWA webinar, November 2016
  • STC Spectrum, March 2017
  • STC Conduit, April 2017

About Liz Fraley

Liz FraleyLiz Fraley is a serial entrepreneur. She’s founded two companies, sits on the boards of three non-profits, and is constantly coming up with new ways to share knowledge in the technical communications and content industries. She has worked in high-tech and government sectors, at companies of all different sizes (from startups to huge enterprises). She advocates approaches that directly improve organizational efficiency, productivity, and interoperability. If you ask her, she’ll say she’s happiest when those around her are successful.

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You Don’t Have to Build Software to Do DITA [On-site event]

This is a success story. Medtronic ENT deployed a brand-new DITA solution, employing all the traditional strategies and best practices for DITA such as specializing only where absolutely necessary and adopting minimalist approach to topic-based authoring. As a global organization, they had a lot of resources to draw upon when architecting their design.

In addition to all the standard reasons and benefits that DITA brings, they had two specific goals. First, they wanted to take control of content that had a complex organizational responsibility and ownership matrix. Several content components which have multiple uses in both customer documentation and federal filing; and, the authoring and ownership of this content belongs to different organizations in the enterprise at different times during the product lifecycle.

Second, they wanted to avoid customization wherever possible. Other divisions hadn’t managed to avoid building software tools or doing heavy customizations. Rather than developing extensive customizations to their content management system or to the tools that join different organizations and parts of the process, they applied methodologies from the disciplines of library science, change management, and process management. This approach not only had significant cost savings at implementation time, but it secured their system against lengthy and complicated upgrade cycles going forward as well.

In this presentation, they’ll describe the content management system that provided mechanisms out-of-the box to apply methodologies from these disciplines bodies of work to rigidly control their content and provide guarantees that met the stringent regulations that govern medical device companies like theirs.

Presented:

  • CM Strategies, 2013
  • Lavacon, 2013
  • AMWA, 2016

Presenters

Kristen Cokeley, Medtronic ENT, leads the Technical Publications group and has been one of the primary architects of their new DITA-based publishing system.

Liz Fraley, Single-Sourcing Solutions, was the mentor and initial implementor for Medtronic.

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