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Instantly Impressive vs. Consistently Authentic

There are essentially two foundational ways of showing up in our marketing and content:

  1. Be impressive instantly.
  2. Be consistently authentic.

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:
Instant Impressiveness

This is when you work hard to make a great first impression: awesome logo, amazing website, persuasive copywriting, undeniable testimonials, polished videos, perf…

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Don’t fixate on “growing an Email List”... instead, grow a holistic audience.


​“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 is essential for authentic marketing to switch our mindset from “building an email list” to growing an

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Authentic Marketing Principles for Getting More Clients


​How they go from "I don't know who you are" ... to… "I’d love to be your client!"

To get more clients, you essentially need more of the right people to discover you, then having enough trust to buy what you sell.

For us solopreneurs, we don’t need complex funnels. Instead, we need to apply some principles…
Being Discovered

Three key ways I often teach about how to be discovered by prospective clients:

  1. Authentic content – instead of seeing content creation as a chore, look at it…

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Why we dislike marketing, and how to renew our relationship to it (Marketing Metaphors)


​In order to be able to do marketing and selling consciously (with awareness of how our actions impact others’ emotions, as well as our own psyche), let’s look at the foundational metaphors we use in marketing.


Notice the language of the typical marketing metaphors:
Marketing as War

You are waging a campaign to crush the competition undercut them with lower prices if possible… and dominate market share.

Many corporations use this metaphor. In fact, the idea of a marketing “war room…

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Spiritual teachers: your marketing makes a greater impact than your “real” work...


​Many spiritual teachers fall prey to the idea of "means to an end"... let the marketers do whatever they do to get us an audience, 
so that we can do our "real" work with the clients...


Those teachers don’t understand that their marketing itself is impacting many more people, compared to the smaller numbers who sign up to work with them. Their public presence (messaging and branding) is influencing many more minds and hearts than they realize.

In other words, your marketing itself is a …

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