As entrepreneurs we continually create, develop and refine the tools of our trade as we hone our unique approach to solving our client problems.
One of my key tools is the elements of earth, air, fire and water.
It certainly was not design (at least not mine) that brought the elements into play.
It was more of an ambush.
The concept dropped into my consciousness from the aether and refused to give way to more logical and practical matters.
Once I accepted their presence, I came to understand that the elements are the original archetypes of our soul expression. But unlike many archetype and personality-type models they are dynamic and fluid responding to our energy and situations.
Every now and then a phrase will come up – as these things do, they come in waves.
Themes emerge and being a curious soul, I like to explore why.
One such phrase that has come up recently is
“when everyone else is going right, go left”.
This phrase niggles me.
It’s not that I disagree with the idea of going in a different direction to everyone else. This is what I have built my business (and much of my life) doing. I firmly believe in taking the unconventional route.
One of the questions that was asked at a presentation on the Energetics of Creation was how to move through the Cycle of Creation to ensure that you start and finish creative projects and activities.
That’s a great question and my answer is (as always), it depends!
The Cycle of Creation supports your creativity by moving you through different energies of the elements - inspiration, action, reflection and stillness - to fully express your creativity. Typically business and marketing work on linear models but we humans are anything but linear. We are complex and nuanced and we work in multi-dimensional ways to express ourselves. Linear models have us start at a specific point irrespective of our learning, working and creative styles. And this is where many of us get tripped up in our creative activities.
When I was 17, I visited Paris for a school art trip. Though the second half was spent on the art of winemaking (and consuming of course), we explored the capital’s fine art delights first. We were dutifully dispatched to the Louvre for a couple of hours.
Despite being filled with extraordinary works of art, I didn’t really want to go the Louvre. There was something else I desperately wanted to do. So I planned my escape.
I stared at my inbox with increasing disbelief.
With increasing sadness.
With doubt creeping into my mind.
A slew of emails from marketing experts who crossed a line left me feeling so grubby, I wanted to dive headlong into the shower.
Psychology is crucial. Psychology is the key to getting potential buyers to take action. It works.
As a marketer, knowing the psychological triggers to action can be make or break in any campaign.
But there are some fine lines to walk.
The stereotype is as old as the hills.
A doctor goes to a party and the moment their profession is discovered they will be cornered for a diagnosis of some peculiar physical concern.
As the digital age becomes increasingly embedded in our lives, there is a new stereotype emerging for us marketers who dare to mention their profession in social settings. We get cornered about digital ailments.
“Why isn’t my website converting?” or “How do I get to number 1 on Google?” are common questions.
And the same as a doctor, we both know there could be 101 underlying reasons and factors to consider.
But I do have an advantage over the besieged doctor because as with all marketing problems, there will be one incredibly common denominator.
At the beginning of 2017, I predicted (largely to myself) that Facebook business pages would become increasingly important for businesses.
This is already beginning to play out (despite fears and rumours of impending doom!) as I see more entrepreneurs nail their colours to the mast and get visible on their pages.
In support of all the courageous souls who are getting brave and stopping hiding in Facebook groups, I am going to publicly state my predictions for marketing in 2018.
My thoughts here apply primarily to online, service-based fields. So without further ado, I will cut to the chase.
2018 will see some fairly seismic shifts in marketing.
The human mind is an extraordinary creation.
The power of the imagination to conceive and create is staggering.
Combined it with the power of the heart and we have a force of potentially unthinkable magnitude.
The potential for innovation, creativity, compassion and understanding is beyond our conscious knowing.
As an entrepreneur, you have desire to create change and progress. Humankind has always known the imperative of winning the hearts and minds to achieve this goal.
Entrepreneurship is booming. Often what is not consciously understood or enacted is that to be an entrepreneur is to be a leader.
How do I market with integrity?
This is a question I hear over and over. And the reason I hear it is because marketing is sold as a set of processes and tactics that you must master in order to make your business successful.
Is that really accurate or true?
I don’t believe so.