A few years ago, I stopped marketing to the reptilian brain.
My conscience could no longer tolerate it…
By “lizard brain” I mean the parts within people that are governed by fear, greed, and impatience.
See the image below that breaks down a real example…
The next time you hear about a marketing conversion tactic that “works”… ask this question:
“It might work to convert 10% of the audience… but does it build trust with the other 90%… or does 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… getting the transaction. What about the remainder of the audience, the non-buyers? I thought of them as “illusory clients” or “tire kickers”. Quite a cynical view.
Which marketing methods have been used on you, that turn you off? Take notice. Don’t use such methods.
Authentic marketing is simply following the Golden Rule: (not) doing unto others what you (don’t) want done unto you.
I surveyed the students of my marketing course, Authentic Client Attraction/Enrollment, about the marketing methods that turn them off. This blog post will list the commonly mentioned ones, and I’ll share a better alternative for each…
(This article was originally written in 2018, updated for 2020.)
Articles on how to build a fanbase tend to cover tactics like Facebook Ads, collaborations & cross-promotions, and SEO (search engine optimization.)
I’ll share my thoughts on those, but let's start with the most important thing:
A true audience gives you their consistent attention.
The best audience to build is a loyal following that has grown to count on you, and therefore, an audience that you can count on to engage with your content, share it forward, and to consider your products and services when you announce those.
If you don’t start with that understanding, then you’ll do very inefficient things such as buying Facebook Ads to get more “likes” to your fan page. This may actually move you backward, as you end up with thousands of fake fans, giving you the illusion of an audience, but no one you're actually serving.
A colleague asked why I qualify “marketing” with “authentic”…
What do I mean by authentic marketing?
Simply put, it’s about honesty.
Authentic marketing is about not pretending:
To be truthful about where we are in our journey (instead of suggesting we are farther along, or to try to impress), or that we are a bigger company, or more polished than we usually are in everyday interactions with our clients.
Let’s apply this at 2 levels:
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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Here's why :)