I’ll be honest with you from the get-go: I cancelled the Focus on Marketing class. Although some of you stepped forward to take me up on the haggling, the class wasn’t full, and it didn’t feel right to me. I want to explain my experiences here, because this is of prime importance in your marketing: the willingness to try something, to face your fears, and to receive unexpected results. The last ezine I sent out was a spirited attempt to fill my latest class, by opening it up for haggling. I had a lot of fear about sending it out, but my heart just kept saying “send it.” And, I’m glad I did. I received more emails in response to this one, than any other in the last six months- comments like: “Brilliant!” “This made me laugh- thank you!” “How fun!”
I received unexpected bonuses- new clients, offers from people who want to refer their clients to me, and other things that came in. I also had some great, enriching interactions with people when I called to tell them I was canceling the class. But the best gift was the email I received that had me face my biggest fear. My biggest fear was that I would have to face someone saying to me: “Well, you can’t fill a -marketing- class- I guess you aren’t such a great marketer if you can’t do it for yourself. Ha!”
Crushing. I only received one email like that (minus the Ha!), and my first reactions were to go into self-doubt and fear. But, using the Remembrance I was able to sink more deeply into my heart and remember (!) a few things:
Seven out of the last nine of my classes have sold out. I consistently remain full or near-capacity with individual clients. My business has grown by at least 15% every year, and this past year it’s nearly doubled – and continues to grow.
The truth helped me feel better. But, even though remembering felt helpful, it still felt like I was fighting with the person who wrote me- “See, I AM a good marketing guy, so there…” Yuck.
As I took a few more minutes with my heart, I realized a few things: a) I was doing fine, b) my business was doing fine, c) there is a helpful message for me even in the critical email. What was it?
A few more minutes provided me with the answer: humility.
My last ezine article was on The Sacred Sale, and how humility and vulnerability are key elements in business. I could see in myself where I was losing some of my humility. And, with that, I came back into alignment with the three most important outcomes for marketing from the heart:
1. That it help your business develop organically, without pushing the river, at a rate that creates a sense of health, balance, and rightness. This can be quick, but it must be organic.
2. That it create authentic, vulnerable relationships between you and your prospects. Not only do these types of relationships engender trust, which is the most important element of any sale, but it helps to bring more love and connection into the world. Yes, I said “Love.” Isn’t love the most important thing in your life?
3. That it provides some benefit to your prospects, whether or not they ever buy from you. This can be a practical benefit, such as “how to’s,” or it can be a necessary intangible, such as helping someone to smile, or inspiring someone to be more authentic during their day.
If my marketing accomplishes this, then I’m happy, whether or or not my classes sell out.
Especially on the internet, there are a lot of people trying to convince you that all you need to do is this or that and you can make untold millions. As tempting as these messages can be, I want to support your desire for simple, organic growth in your business, and marketing that supports that growth, and your heart. It’s much more sustainable.
Being vulnerable in your marketing means taking risks. But how much is too much?
Keys to “Lessons from Authentic Marketing.”
Without showing your humanity, the prospect can become discouraged, feeling like they can never bridge between where they are to where you are. It’s a lose-lose situation, and a marketing disaster!
The real test is: is it keeping you from seeing and connecting with your prospect? Even when being vulnerable, the point of being vulnerable is to connect with the other person. If, in being enthusiastic or showing human emotions, you’ve lost sight of the person you are talking to, or writing for, you’ve crossed a line. Not a line of showing too much, but the line of putting the focus on you.
If you can see them clearly, and see how whatever vulnerability you are showing is connecting with them, you are doing fine. If you find the spotlight is mostly on you, then you want to recheck it.
I challenge you to take the next step in being vulnerable with your prospects this month.
My very best to you and your business,
Mark Silver
Editor’s Note: Article previously published here.
…
Mark Silver is the author of Unveiling the Heart of Your Business: How Money, Marketing and Sales can Deepen Your Heart, Heal the World, and Still Add to Your Bottom Line. He has helped hundreds of small business owners around the globe succeed in business without losing their hearts. Get three free chapters of the book online: http://www.heartofbusiness.com
Read more articles written by Mark Silver
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