Some marketing experts are always trying to get you loads of “traffic”.
By their language you can sense their values. Perhaps without consciously recognizing it, they are seeing people as a means to an end — their own wealth and fame.
Let's be careful not to absorb their self-absorbed values.
Let's stop thinking in terms of "traffic" and focus on serving the right "people". The language we use will determine how we relate to our audience.
What an authentic business needs:
To connect genuinely with the relative few that our business can best serve, the people who would most resonate and be grateful for our offerings.
I see a lot of people making this mistake -- buying into expensive business/marketing training / big group coaching programs.
In these programs, they're with a large group of hundreds of other students, with high hopes that the energy of the program will somehow propel them toward success...
As someone who has sold such programs myself, and have partnered with dozens of others to sell these, I can tell you this:
Once in a long while -- too rarely -- do I come across someone who is modeling authentic, simple marketing in a way that makes me go "wow" ...and want to share forward.
Alexandra Franzen is deeply resonant with her audience, yet without pushing. Gives so much value, with gentleness.
1. I loved her blog post about creating little miracles. It's a about simple question that helps us focus on making a better offering and doing better marketing.
2. And check out her newsletter opt-in page. She has a significant following because of the value she provides in her newsletter, and yet the opt-in invitation itself is gentle.
I'm going to be learning from Alexandra's way of doing "marketing", or simply, how she serves publicly.
Gratefully she agreed to a written interview. Here it is below!
Throughout this blog post I'll feature photos from Alexandra's website, including her adorable moving-GIF's such as this one:
Would you like your marketing to be more effective?
Focus on who you are marketing to.
For example, when you buy Facebook ads, they encourage you to be specific about which age group, which gender, and what specific interests they have.
A man in his 30's has very different life challenges and considerations than a woman in her 60's... and each needs to see a different marketing message.
Do you believe that your service can help many different types of people? If so, are you trying to market to all of them by casting a wide net? No wonder your marketing is ineffective...
A few years ago, I stopped “marketing to the lizard brain.”
My conscience could no longer allow it.
By “lizard brain” I mean the parts within our audience that are governed by fear, greed, and impatience.
See the image below that breaks down a real example...
George Kao is a Marketing Coach for Counselors, Coaches, Speakers, and Authors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
For my most recent writings, check out my Medium.com profile.
All content on this website is Creative Commons CC0 license -- No Rights Reserved. Feel free to use or repurpose it however you like!
Here's why I made that decision.