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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…
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…
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 …
Drop the need to “overcome objections” in your marketing.
One of the common pieces of advice in selling and copywriting is that you need to “overcome the objections” of your prospective client. To ensure that their every concern and “what about….?” are answered so that they have zero doubt that your product/service is right for them.
Let’s take a step back and consider this first: what kind of person would you rather sell to -- someone who has doubts and needs to be persuaded, or someone who is eager to see what you’re offering?
You do have…
Why I don't promise results -- yet have plenty of clients
She was surprised:
"How do you get clients without promising results?"
Other business coaches had promised her piles of cash. When their methods didn't deliver the kind of business results they sold, she blamed herself... "It's not the coach... It's my own fault."
I used to promise results, too. Isn’t that the only way to get clients?
After years of marketing experience, I’ve learned that sustainable trust is based on honesty and caring, not hype.
What I now promise to my clients…
What I now promise to my clients…
Will Creating Free Content Get You More Clients?
“Just unsubscribed from a group which I had been a member for only 3 months. She was sharing free content, along with a few live videos. Eventually, she posted that people are taking advantage, not hiring her as a coach after consuming her content. Literally she said ‘If you don’t want to move forward, just leave.’ So I left, because I sensed anger and lack.” — a comment posted on my FB page.
First of all, I have to say that I can relate to both sides: the client, and the coach.
I’ve …