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Here’s an attempt to simply explain my whole marketing strategy….
There are 3 stages for every authentic business: 1. Audience 2. Offers 3. Expansion At each stage: The Goal: Quantity of Quality The Method: Rhythm of Testing The Values: Authenticity of Caring Let’s get into the details.... 
In business, I’ve been learning the importance of not worrying about making “a good first impression."
For example, this may be the first blog post you’ve read from me. Maybe it’s making a poor first impression on you… should I be afraid of losing you as a potential reader? If I allowed that fear, I would probably not write or publish… there are too many people I could disappoint, readers I could "lose", reviews that could “devastate” my business… if I don't make a good first impression. There’s a fallacy of thinking here:
Why do you want to make lots of money?
(First of all, if you’re not wanting to explore this question, and would rather just learn how, read this instead: How to make lots of money authentically?) When you start learning marketing, and hanging around others who are building a business, it’s easy to get swept up in the dream to make lots of money. It's important to reflect on the question of Why, because without continual clarity about this, you might be heading in the wrong direction...
Some marketing experts are always trying to get you loads of “traffic” or want you focus on “list-building.”
Their language suggests that they may be seeing people as a means to an end —bigger list, sales, profit —rather than caring directly for the people. What if we focus on serving the right "people" instead of always getting more “traffic”? This shift in language helps us to focus on real human beings. A focus on traffic and list-building makes us do things that feel inauthentic. Instead, what an authentic business needs is:
Is it possible to make lots of money... in an authentic way? That’s what a client asked, and I thought it was a wonderful question.
My short answer is: Yes, if we pay attention along the way to our motivations. The numbers can be simple: Create a well-loved online course that’s $100 per sale. Make 1,000 sales per month, and you’ll be making $1.2 million per year. (1,000 sales per month is definitely doable if you have a course that’s in demand, and you have a small team of people helping with customer service requests.) In this post, let's explore how to make money authentically. I’ll use a series of dichotomies to think this through. I look forward to your questions and comments. |
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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