(Originally written May 2018. Updated Nov 2019.)
“How do I grow my email list?"
A lot of people have asked me this question over the years. They hear from other business experts that growing an email list is the most important thing to do in marketing.
Unfortunately, building an email list is the wrong focus. If you talk more deeply with marketing experts, I think they'll agree.
None of us need an email list. What we actually need is an audience who cares about our messages. It is very helpful for authentic marketing to switch our mindset from “building an email list” to “building an engaged audience.”
(Originally written Feb 2018, updated September 2019.)
The more attached we are to the results of our marketing, the more inauthentic it gets.
"Results-driven marketing" eventually leads to manipulation.
If we "must" get a particular result, we become manipulative of others.
Instead, when we focus our energy on inner-exploration and outer-service, then our marketing becomes authentic. No matter the result, we can enjoy the activity.
If we enjoy it, we become more consistent. Being more consistent, we’re likely to get better results.
(Originally written in January 2018; updated July 2019.)
An authentic business is financially viable and deeply meaningful to you. You make enough money. Yet, the activity itself feels worthwhile, regardless of the money.
I’ve been blessed with the opportunity to help many people in their authentic businesses, and also operating my own successfully for over a decade.
There seems to be 4 important layers of activity for every successful authentic business.
Is it unethical to spend money on Facebook and Google Ads?
Below is an email that harshly criticized my use of (and recommendations to use) Facebook ads due to how unethical the company is.
I’d like to know your reactions to it -- both the substance of the email (the issues) as well as how it came across to you.
After I share the email, I will share my thoughts about it, and also the comments from my clients when I anonymously shared this email with them.
Within the first year of my business, I reached a monthly sales revenue of $10,000 and by the third year, my revenue was $350,000. As a solopreneur, mostly selling my own online courses.
Back then, it was all thanks to affiliate marketing. (Some people call it JV or joint venture, strategic alliances, or referral partnerships. These days, it’s often called influencer marketing.)
Yet, after a few years, I was speaking out against affiliate marketing.
In this blog post, I’ll explain why I got disillusioned by the method that made me so much money, and why, in the past few years, I’ve come to a more moderate position.
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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