Kittens are the name of the game these days- we've had two new ones since July, and they have been tearing up the house, each other, and us in a very loving way. I don't believe I've ever been so pleased by the creation of a mess before. Sometimes, you know, the love is worth the trouble.
Speaking of worth the trouble, the issue of marketing has been coming up. I was speaking with a couple of clients recently, neither of whom have a lot of business experience, and they both had expressed disappointment and frustration over marketing efforts for classes they were leading. They just weren't getting the signups. Frustrating, disheartening, especially when these two people have such wonderful gifts to give. However, when we looked at it more closely, some insight emerged.
So, what is marketing? In my book, marketing is the art of building relationships in our business. If business itself is the relationships we have around our livelihood, marketing is how we build those relationships. Building relationships, having relationships, takes time. It's true that you must be in touch with the depths of your own heart, to approach a relationship authentically, but that's another topic. The depth of their hearts wasn't the problem for these two entrepreneurs.
How do you build a relationship? Do you blitz someone you've just met, and follow them around daily, spending every minute with them, and then leave them after a few days? Do you say hi to them once, and then expect them to make a huge commitment to you?
Or, maybe, do you go out to tea? Then, a week or two later, go out to tea again? Maybe dinner? Maybe a hike? Over a year, do you think you've seen them maybe 20-30 times? How close do you think you feel by then? Do you feel ready to go on a long camping trip together, instead of just tea?
Marketing works the same way. Many of you have heard a lot about marketing- it must be effective. It must be attractive. It must give value. All of this is true. But for me, one of the most important traits of your marketing, is that it must be consistent over time. And, because of that, it must be SUSTAINABLE. Meaning, you have to choose marketing that YOU, considering YOUR resources and finances, can keep up over time.
Have you picked marketing that you can afford to do 2-4 times per month for a year, both financially and in terms of the energy and resources of yourself and your company?
If you pick overly ambitious marketing, you will burn out. If you don't do consistent marketing, your business will sputter for lack of inflow. There is an inspired middle ground.
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The Process
1. First things first- create a brainstorm list of all the possible marketing tools you could use. Get creative. Get fun. Don't just list the "normal things" we do, like advertising, flyering, phone calls. I recommend taking a look at Guerrilla Marketing by Jay Conrad Levinson. He's a master at effective marketing tools for the entrepreneur on a budget. And his books are filled with great heart, and really solid integrity.
2. Now, with the list in front of you, begin the Remembrance. For those unfamiliar with this, it's merely repeating the Name of the Divine, whatever you use to call to the Highest Light, and saying it into your heart. Not with the idea of fixing anything, or healing anything, or seeing anything. It's just remembering that there is something more than just you in the mix. If anyone has questions about the remembrance, please ask me. It's fairly simple, but there are easy places that people sometimes get stuck.
3. As your heart deepens, let go of all the "shoulds" anyone, including yourself, has ever told you about what would be a good method to market yourself. Acknowledge they are there, and let them go. Let yourself be a blank slate, let yourself not know what the right marketing methods are for your heart and your business.
4. From this place of not knowing, ask your version of this question in your heart: "What are two or three tools that feel good to my heart, that allow me to really give to the people my marketing will be touching?" Deepening your remembrance of the Divine, let yourself feel through the list of marketing methods you created, and notice how each method feels to your heart. Notice which ones light up. Notice which ones may seem heavy, or challenging, or shut you down. Trust your heart.
5. Note the methods that lit up for you. Now, again in remembrance, work with each of the 2-3 methods you received, and go into each one in turn. Spend time feeling it- how does this marketing tool feel to me? How would my heart be happy expressing itself through this tool? What would be a sustainable way to use this marketing method consistently over the next year, that feels good to my heart?
6. Write down everything you get about these methods, allowing yourself to get really specific, and to return to the remembrance if something doesn't feel clear.
Guess what! You just wrote a marketing plan. Now get to it, following the excitement in your heart. If it begins to feel heavy at any point, return to the remembrance, and, instead of throwing it all out, or avoiding it for two months, find out where the heaviness, or challenge is, and what your heart knows about it.
Beautiful! Now get out and there and give to the people who are waiting for you.
best,
Mark