What’s more important than trying to get more clients?
…yet neither are accomplished when you use marketing strategies that feel “off” to you.
Although some people will buy when we resort to hype and manipulation, it has consequences: Our integrity is put into doubt — in our buyer’s mind, and in our own.
When you sign up for an email newsletter, do they try to have you put their emails into your Primary inbox folder… rather than the Promotions or Newsletter folder that it would usually go into?
I’ve been seeing that increasingly among marketers, and I don’t like it.
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…
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 :)