Now that you've gotten comfortable with apologizing for your negative behaviors, it's time to let other people know about your efforts to improve.

If other people are aware of your personal and professional improvement plan, you will feel a greater sense of accountability. Besides, an "I'm sorry," no matter how sincere, means little if it's not accompanied by a clear action plan.

Marshall Goldsmith refers to this step as "advertising."

After you apologize, it’s time to advertise. 

It may sound strange, but it's necessary.

Advertising your efforts to improve certain areas on a regular and ongoing basis accomplishes two things:

1. It lets other people know that you're trying to change; otherwise, they're too busy with their own life to notice. And this includes your own family members, not just colleagues!

2. It slowly begins to change other people's perception of you.


It's easier to change your own behavior than it is to change someone's exiting perception about you. Telling does not replace doing. People need to see that you are making real changes before they can believe it. At first they may think your new behavior is an exception rather than the rule but if you're consistent they will eventually see the "new you."

The 4 steps to create a personal improvement advertising campaign

1. Be clear and exact in your message—what exactly is your plan to improve and what area are you improving?

2. Target especially the people who think you can't change.
3. Create a list of the best places, times, and opportunities for you to advertise.

4. Remind them repeatedly. It can take time before people see your efforts and results. This is a long-term campaign.

Remember, an apology alone is not enough, it requires action. You need an exact plan for improvement before you advertise it because it’s harder to change people’s perception of your behavior than it is to actually change your behavior.

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