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There are essentially two foundational ways of showing up in our marketing and content:
You can get clients through both methods, but only one method unleashes your full potential. Let’s start with what most people think marketing is about: “How do I grow my email list?" I’ve been asked this question for years. People hear from business experts that building an email list is the most important thing to do in marketing. It’s a myopic focus. If you talk more deeply with marketing experts, I think they'll agree. None of us need an “email list”. What we actually want is an audience who cares about what we offer. It’s unfortunate that most sales conversations don’t feel authentic and uplifting. Here is the typical framework: Why is it hard to sell art... or anything you passionately create? When we create something, we're hugely biased toward it. We took a long journey to get there, to make that vision a reality. Yet we’re surprised when the thing doesn't sell well. Others just “don’t get it!”, we think. Solopreneurs sometimes wish that they didn’t have to do marketing, and people would just discover them and inquire about their services. For a lucky few, that non-strategy might work. For the rest of us? We have to learn how to do good marketing… |
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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