Last updated on Jul 2, 2024

How do you balance self-promotion and value-adding when you communicate with your network?

Self-promotion and value-adding are two essential aspects of building effective relationships with your network. However, finding the right balance between them can be challenging. You want to showcase your skills and achievements, but you also want to provide value and help to others. How do you communicate with your network in a way that is authentic, respectful, and beneficial for both parties? Here are some tips to help you balance self-promotion and value-adding when you communicate with your network.

1 Know your audience

Before you reach out to someone in your network, do some research on their background, interests, and goals. This will help you tailor your message and offer something relevant and useful to them. For example, if you are contacting a potential mentor, you might mention some of their work that you admire and ask for their advice on a specific challenge. If you are contacting a former colleague, you might congratulate them on their recent promotion and share some insights from your current project. Knowing your audience will help you avoid generic or irrelevant messages that might come across as spammy or self-serving.

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Christiana Ude

Brand Strategist and Personal Growth Advocate | Helping startups & SMEs find their voice, achieve strategic growth and master their brands | Co-Building BarterTrybe | Creator of 'Your Personal Growth Guide' newsletter
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Understanding your audience is crucial, but it's also important to be adaptable. While research is valuable, don't assume you know everything about someone based on their online profile. Be prepared to adjust your approach based on how they respond. For instance, if you reach out to a potential mentor with a formal message but they reply casually, mirror their tone in future communications.

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2 Be specific and concise

When you communicate with your network, you want to make a good impression and avoid wasting their time. Therefore, you should be specific and concise about what you want to say and what you want to achieve. For example, if you are reaching out to someone for an opportunity, you should clearly state why you are interested, what value you can bring, and what action you want them to take. If you are reaching out to someone to share your expertise, you should highlight your main points, provide evidence or examples, and invite feedback or questions. Being specific and concise will help you convey your message effectively and respectfully.

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3 Focus on value-adding

One of the best ways to balance self-promotion and value-adding is to focus on how you can help others, rather than how they can help you. This means that you should offer your skills, knowledge, or resources to solve a problem, answer a question, or provide support to someone in your network. For example, if you are contacting a potential client, you should demonstrate how your service or product can benefit them, rather than just listing your features or credentials. If you are contacting a fellow professional, you should share some useful tips, resources, or opportunities that might interest them, rather than just bragging about your achievements. Focusing on value-adding will help you build trust and credibility with your network.

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Christiana Ude

Brand Strategist and Personal Growth Advocate | Helping startups & SMEs find their voice, achieve strategic growth and master their brands | Co-Building BarterTrybe | Creator of 'Your Personal Growth Guide' newsletter
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When adding value, think beyond just your professional expertise. Consider your unique experiences, perspectives, or connections that could be beneficial. For example, if you're contacting a fellow professional in your industry, you could share insights from a recent conference you attended or introduce them to another valuable contact in your network. The goal is to become a go-to resource for valuable information and connections, not just a self-promoter

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4 Be authentic and respectful

Another key factor in balancing self-promotion and value-adding is to be authentic and respectful in your communication. This means that you should be honest, humble, and polite in your tone and content. For example, if you are contacting someone to praise their work, you should be genuine and specific, rather than generic or exaggerated. If you are contacting someone to ask for a favor, you should be courteous and grateful, rather than demanding or entitled. Being authentic and respectful will help you create a positive and lasting impression with your network.

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5 Follow up and follow through

Finally, one of the most important aspects of balancing self-promotion and value-adding is to follow up and follow through with your communication. This means that you should keep in touch with your network, update them on your progress, and deliver on your promises. For example, if you are contacting someone to request an introduction, you should thank them for their help and let them know how it went. If you are contacting someone to offer your assistance, you should follow up with them and make sure they are satisfied with your service. Following up and following through will help you maintain and strengthen your relationships with your network.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Christiana Ude

Brand Strategist and Personal Growth Advocate | Helping startups & SMEs find their voice, achieve strategic growth and master their brands | Co-Building BarterTrybe | Creator of 'Your Personal Growth Guide' newsletter
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When communicating with your network, look for opportunities to create win-win situations. For example, if you're reaching out to a former colleague about a job opportunity at your company, you could offer to provide a glowing recommendation for them in return. Or if you're asking an industry expert for advice, offer to share insights from your own area of expertise that could be valuable to them. By focusing on mutual benefit rather than just self-interest, you build stronger, more collaborative relationships.

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Building Effective Relationships

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How do you balance self-promotion and value-adding when you communicate with your network?

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1 Know your audience

2 Be specific and concise

3 Focus on value-adding

4 Be authentic and respectful

5 Follow up and follow through

6 Here’s what else to consider

Building Effective Relationships

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