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 can I make my marketing work?
I know you are asking the question of yourself every day. As what works changes day in and day out and the energy shifts, the tactics that get results will change. It becomes a full time job to keep up but the problem with that is that you already have one of those.
I’d like to take you a little further back to consider the essential elements of marketing that don’t change with the wind and will always work for you, no matter what changes in the world around you.
Modern marketing has become exponentially complicated – the must have systems and tech that keep the wheels turning have become the core of systems of selling machines. Automation is destroying the soul of communication and expression.
Intent and energy has to be embedded more and more powerfully as the connection dissipates with over systematised, disembodied and disconnected processes.
And yet we are told relentlessly that there is only one way to approach your marketing.
How can this possibly be true? It makes no sense.
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.
Ideal clients – we all need them, we all want them, we all try to define them.
Often though, it takes us nowhere near as far as we need to travel to attract them.
The Ideal Client Avatar (ICA) has a long history of evolution but as a paradigm for your business, it probably isn’t doing much for you.
Because the focus is wrong.
Have you ever tried to walk in someone else’s footprints?
Were their feet the exact same size and shape as yours? Was their stride the exact same length? Was it easy? Was it comfortable?
We have spent our lifetimes creating our own way of moving, doing and being. It is unique to us.
Watch two dancers dancing the same dance. The self expression that comes from each dancer’s interpretation and movement changes the feel of the dance subtly but powerfully.
Walking in someone else’s steps is not comfortable.
It’s the same with business. Each and every single one of us creates, responds and expresses uniquely. It is our very uniqueness that is the strength and power of our business.
And yet an entire industry is trying to entice you with the promise of an easy solution that works for everyone.
A successful business needs a steady stream of buyers.
That is an indisputable fact.
Making it a reality becomes the primary focus of our business, marketing and sales efforts.
The essential steps to set up a funnel or ad campaign or blog or SEO become our focus in order to “drive” traffic and conversions.
And in reducing our focus to this result, we manage to disconnect from the source of power to “attract” that steady stream of buyers.
I don’t know about you but when I am told to follow the rules, my first reaction is to question and challenge.
We are fed a steady diet of “you need to do it this way” or “the only guaranteed route to success is to ....” My response is “Why?”
There are some extraordinarily successful people out there – some in the public eye, some not. And most of them never followed the rules, they made them.
Rules – made to be followed or broken?
I’m not one for slavishly following the “rules” not least because there is always, always an exception that proves not that they are right but that they are flawed.
It goes without saying that I am a sucker for a good “break the rules” quote here and there. So when I saw this quote, it stopped me in my tracks and made me think a little more deeply about rules.
“Rules are the foundation of change; they create the boundaries that prevent you from feeling overwhelmed and the guidelines to keep you on track”
Rules are the foundation of change.
Hmm.. In my experience, the rules have been flexed to stop change in its tracks, to hamper creativity and dampen innovation. Which led me to thinking about empowered decision making and how it is the make or break of entrepreneurs the world over.
Are you selling your soul for your business?
I hope so
I love marketing. It’s fun, creative and intriguing. It has immense power to touch lives. But I totally understand why it gets a bad rap. Tactics, persuasion, the act of selling makes us feel immensely uncomfortable.
Why is there such inherent discomfort in persuading people to buy?
This is, of course, not a black and white issue. The range of greys is pretty impressive. But there are some common core reasons that we need to understand in order to move beyond them and it is all about perspective.