Building trust is more important than making the sale.
The next time an expert tells you that a marketing or conversion tactic “works”... ask this question:
“It might work to convert 10% of the audience… but does it build trust with the other 90%... or would it feel salesy to them?”
Years ago, I used to care only about the small percentage of my audience who converted. I was all about the sale, about getting the transaction. What about the remainder of the audience? I thought of them as “illusory clie…
What I Don’t Like About The Prosperous Coach
So many of my clients have recommended The Prosperous Coach book by Steve Chandler and Rich Litvin. I’ve tried reading the book several times and couldn’t get through it, because of deep disagreements with the fundamental strategy the book espouses.
I feel like this book/movement has hoodwinked a lot of coaches. I don’t think the authors are bad people. I’m sure they have helped many people via their programs. (I’ve heard great things a…
Purity of Intention in Your Marketing
I’ve noticed that many service providers who consider themselves “spiritual” often toss their spirituality out the window when it comes to marketing.
For example, when they’re taught to use a sales/conversion funnel, they feel like they “have to” use it, even though it feels contrived and manipulative to them.
I say there’s no need for a sales funnel.
Holistic practitioners know that deep change is a long-term process, and yet in their business, they sometimes try to force short-term result…
FOMO Marketing vs. Kindness Toward Your Audience
"There are only TWO spots left in the program. Sign up now!"
…is the sort of marketing message we might receive from a conventional marketer.
It seems to me that they haven’t taken the care to consider how the audience feels. They're doing it because it "works" to get those few openings filled.
When they offer only 2 spots left, and yet the campaign is being sent to thousands of people, what are the rest o…
“All the successful people do it this way.”
Recently I’ve spoken to several who have spent around $50,000 USD on business/marketing coaching or trainings… and often because they didn't realize those marketers are selling to their trauma.
Sadly, much of the persuasion psychology being used (and taught) in marketing – the stoking of fear, uncertainty, doubt (FUD) – “works” on people with traumatic backgrounds…
I’m not an expert in trauma and its healing, but some of you are. I welcome your comments below – if you want to share your ins…