(Originally written on Feb 28, 2018. Updated on Aug 27, 2019.)
Someone posted this comment on my Facebook page:
“Just unsubscribed from a group which I had been a member for only 3 months. She was sharing free content, and did a couple of Facebook live videos. A few days ago 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.”
First, I have to say that I can relate from both sides, the consumer, but also as the seller. I’ve been there — thinking that just because I’ve shared a lot of free content with my audience, that I'm entitled to having them buy from me. And when they didn’t, I felt resentful.
In other words:
Resentment builds when we pretend to be generous, with an ulterior motive of expecting our audience to buy, and then discover that they have their own timing.
As one of my readers, you are probably a giver. You are used to giving support to others, but not accustomed to reaching out when you have a product or service.
If you feel shy about this, know that it is normal. It’s not your natural style to ask people for help, so neither is it comfortable for you to contact your network about your offerings.
See if this reframe is helpful to you:
You aren’t asking them for a favor.
You are giving them the chance to receive help for their needs -- if they are an ideal client.
Or, if they know others who need your offering, then you are giving them the opportunity to be a blessing to those they will introduce to you.
You would love to do marketing authentically rather than succumb to the short-termist pressure, deceptive tactics, or hype.
And yet... you need to quickly fill your next workshop or course or program.
How can you get clients ASAP without resorting to those conventional marketing strategies that don't feel right to you?
Not talking about “getting rich quick”, but giving yourself some breathing space…
An “opportunity” that promises overnight wealth is almost certainly a scam: they make money quickly by taking your money quickly. Or, you may be asked you to sell an "income opportunity" to your friends & family. I’ve been there. I'd advise you to decline any scheme that requires you to recruit other people to sell successfully before you make real money.
Making money fast is not what I typically discuss. An authentic business is built over years, not months. I even wrote about my own 10-year plan to semi-retirement. (Some people might even consider that fast!)
However, several of my readers have asked me:
“What if I do need to earn money quickly in my business?”
And I’ll add: “…with integrity.”
Here's my answer:
Coaches, Healers, and Mentors, here’s a marketing framework to help you fill your practice.
As an authentic business, you are by definition doing something unique, offering a service or product that is rarely available elsewhere.
This means that people aren’t used to buying your product, and it won’t be as easy to market, compared to a mainstream service or commodity product.
How then can you actually get clients, and have it occur on a consistent basis? In this post I’ll describe 4 important pieces to the puzzle.
Ask yourself which of the following are missing in your business, and work to fill those gaps, one by one...
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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