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...
The world is starving for genuine, win-win collaborations.
Every single business can have enough clients, if we each became more mindful, active, and caring about creating win-win relationships.
The labels we use influence how we think about others. I suggest that we refrain from using the term "competitor" (which creates fear) and instead, let us replace it with the term "niche mate".
A niche mate is another business, like you, that provides a service similar to the one that you provide and/or serves the same type of audience.
A niche mate, like you, has needs, insecurities, genius zones (that might complement yours), and they have themselves and maybe a family to support. A niche mate is worth helping, just as you are.
In fact, your niche mates are either your best mirrors, or your best partners...
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.