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It's often said (or assumed) that a fundamental principle of marketing is to have a clear, understandable message. It's then assumed that you should come up with that clarity before you start "putting your brand out there". This is like having a fixed mindset in marketing & branding. Many spiritual teachers fall prey to the idea of "means to an end"... let the marketers do whatever they do to get us an audience, so that we can do our "real" work with the clients... Those teachers don’t understand that their marketing itself is impacting many more people, compared to the smaller numbers who sign up to work with them. Their public presence (messaging and branding) is influencing many more minds and hearts than they realize. In other words, your marketing itself is a core part of your ministry/client work. Have you ever heard that “sales is a numbers game”? According to that idea, you just have to “pitch” your services to a lot of people, and some of them will become your clients. Many sales trainers teach this: “Every no means you are closer to a YES!” If you’ve actually tried this, you know that it’s brutal... To most of us heart-based people, trying to “sell” a lot feels intimidating. We feel that it’s an inauthentic way of connecting with others. What if there was an alternative way to think about it, that felt more aligned with the heart… and perhaps more effective in the long-term? Try this instead: It’s sad when I see people seeking quick and easy money. Often, they seek it because they are actually exhausted with work, and life. “If I could only solve this problem of money, then I can really have the freedom to live life on my terms.” That mindset provides little defense against unscrupulous people who are selling some system that will supposedly earn quick and easy money. Unless you’re already a business genius with enough of a warm audience, the truth is that quick and easy money is possible only if you leave out being ethical and authentic….  Image by @matthewhenry on unsplash Your own network, even your friends, often forget what it is you do.
Or if they remember, it's too rarely… and not when they happen to be talking to someone who could be an ideal client of yours. They’re not thinking of you, which is when you want them to be thinking of you! If you aren't keeping in touch with your network, how will they remember to refer new clients to you? |
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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