An Important Preface:
Have you noticed that you get a lot of what you expect in life?
When you expect the traffic is going to be shitty, it’s usually a snarl.
When you expect the call with the utility company to suck, it’s often hellacious.
We are telling the energy in us, and around us, how to form with our faith and expectations. (A fancy way of saying your expectations ARE your intentions.) When you decide things are going to be hard, you are heard.
This week we are going to be talking about marketing! For some of you that is queasy-fying. I get that. But you’re here, with me, a very special Guide, and I do things differently. I want you to decide (and join me in believing what I already Know To Be True) that marketing can be A LOT OF FUN. Marketing can be a direct reflection of who you are. Marketing can help you grow in a way that is delicious for your soul.
Marketing can be so easy. It’s talking about your work. It’s being clear about what you do. It’s making it plain how people can purchase your services. It’s striking the balance between being out in the world and broadcasting your Light. It’s creating content that feels delicious and connects with the people you want to serve. (In the muggle world, inviting people in is called “inbound marketing” and going out and finding people is called “outbound marketing”. Those muggle things can fuck with the flow so let’s skip those terms!)
In my magical multiverse, we are the Lighthouse, not a conveyor belt trying to drag people toward us. We don’t hustle for clients, we do our work out in the world and we attract extraordinary clients. As part of this I want to point out that being your remarkable self, all of who you are, out in the world and talking about your work, cultivating deep relationships IS a business maneuver.
Marketing is a simple formula.
Be who you are, out in the world. Stretch where you go. Build more relationships. Be intentional and consistent in showing up to serve your people. Be thoughtful about the themes you discuss as they are a useful way to showcase your passion in your work!
Super Important Pro TIP:
You’ll see some mention of potential ways to market in this module. It’s essential that you start with something simple that is focused on what you LOVE and are passionate about - not what you think people will be interested in OR what you decide is objectively effective. There are a million plus ways to run a profitable business. Your essence energy comes through when you love it and are passionate and it gets BLOCKED when you are thinking about what others want. The language can shift - and you may need to anchor the language in concrete terms for your clients. But start with your FLOW!
One of the things I feel energetically and intuitively is that people feel immersed in marketing. They feel surrounded by it. They don’t like it. They feel like they are struggling with this. But what I sense is that people are NOT doing marketing. They are engaged in the consumption of information around marketing. Instead of creating material for marketing. Make sense? That might look like reading newsletters on business building, watching webinars on SEO or client attraction, seeing the highlights of other people’s posts in Facebook groups. THIS IS NOT “DOING” MARKETING.
Marketing can look like:
- Writing a newsletter to your email list and talking about the latest thing you learned, asking them to schedule a call with you,
- Recording a podcast and talking about your philosophy,
- Creating and cultivating a Facebook group,
- Starting a Meetup group and fostering in person connection and practice your leadership,
- Going onto Facebook (personal page) to do a Live each week and sharing a brief video outlining your insights from your work,
- Hosting a free call for your audience and talking about the latest way to work with you,
- Doing a five day challenge for your people on how to cultivate a skill that relates to your craft.
This is all about consumption versus creation. Be thoughtful and self-aware. How much time do you spend creating on any given day or week? Creation does not include sharing quotes from other people on social!
The idea here is - how can you attract people to you? And how can you encounter them in the wild?
Ultimately you create your own culture. Your audience learns your terms, your concepts, your framework and your philosophy. The sooner you grow this the better! That entails self awareness, play, and feedback from your people.
HOW to reach people can look many ways
Marketing has to sync with YOU. Are you a writer? Reach people through words. Are you called to video? Show your self there. Do you prefer in person energy? Focus on local exchanges (going to existing groups, creating your own, doing events, etc).
Experiment. Stretch yourself. Get out of the bubble of your peers.
Control your incoming channels. Spending time watching other people reduces your time for creation. It also increases your “Should” factor which crimps your flow.
WHAT to talk about will shift over time
De-emphasize process and credentials. Your industry lingo isn’t guaranteed to translate. I recommend talking about issues that feel important to you. Be real, be you. Talk about the experience of being in your practice. Talk about Why you are in business. Share your vulnerability inducing aspects as you feel called to it. This is one of many places where your clients will connect.
WEEK 6 CHECKLIST
Click the image below to download the week 6 checklist. Check off as you complete each step to ensure you get the most out of the Elemental Business Incubator!
The Natural Marketing Method
Alignment - Align with Source (inner).
Connection - Move in the world and meet people (outer).
Service - Be of service to others (outer).
Creativity - Generate material to serve your people (inner).
The natural marketing method is a simple, soul-aligned way to market your work. It consists of inward and outward Facing components. It’s based on your strengths and gifts.
Alignment is as simple as it sounds. Get rest, connect with your truth and the Divine. If you aren’t in this space, why are you working on your business? What mindset is driving not tending to those needs first?
Connection is expanding your network. Business building is a long term effort. Customers may not buy from you for several years (or they may hop in without even speaking with you). The point is, embrace marketing methods that feel delicious, because this can be the rest of your life! That said, money comes from God, through people, via sales. What are you doing to expand your network? Social media, like Facebook and Instagram, can be a remarkable way to meet amazing people you wouldn’t encounter otherwise. Actively cultivate relationships with high quality people. I recommend reaching out and engaging with at least 1 new person a week. More if you are actively trying to expand your client base (3-5 people per week). How do you meet new people? Ask friends for connections. See who Facebook recommends. Connect without any intention to sell - just engage and deepen with wonderful people.
Our Calling asks that we be of service in the world. I strongly believe that purpose-driven entrepreneurs benefit from being service oriented. In part because we are asked to be in the world, in part because talking about our work and using our gifts with others HELPS US LEARN ABOUT OURSELVES.
You have a special way to help others learn based on your background. What is your perspective on the topics you are passionate about? What are your terms to describe key concepts in your field? What your are metaphors to distill essential knowledge? Build new tools. Create new frameworks.
Diagnosing Marketing Problems
There are four types of marketing problems. You need to address all of them. And they need to be resolved in order, elseways you are spinning your wheels.
1. The offering isn't sourced in your gifts and talents so it doesn't HUM with your energy. Blink. Everyone passes it by.
If you are here, revisit Week Three on Original Medicine. Vox me! We can discuss in session too.
2. The product doesn't meet a pain point that your buyer feels. Blink. Potential customers don't care.
Do the Connect to Your Extraordinary Client guided visualization (below). Connect with your person and their world. Get really clear on their needs. Shape your offers from that space.
3. The copy doesn't engage the emotions of the buyer and evoke urgency to solve the problem. Blink. The audience moves on.
Ditch industry jargon. Use customer language. (TIP: You can ask your former clients and your audience about their problems!) Focus on benefits, not features (the transformation they can experience from your work not the length or number of sessions).
4. The offer isn't finding the people who need it. Blink. It doesn't land and the money moves on to other things.
Do the Client Amphitheater guided visualization. Think about where you and your words need to be in the world for your buyer to see them. Broadcast as needed (online and offline). Create content that is what they need to hear and is deeply of service.
Most people are trying to solve #3 and #4 without tackling #1 and #2.
If you don't resolve these in order, you'll wind up with pretty copy that doesn't sing with soul energy or beautiful marketing that doesn't meet a need.
*The recording will begin a few seconds after pressing play.
WEEK 6 WORKSHEET
Listen to the Connect to Your Extraordinary Client guided visualization FIRST, then click the image below to download the week 6 worksheet.