My marketing genius is opening people’s minds to new possibilities. Even before I realized this, it played out in a successful, profitable workshop series I created in 2002.
I sang in a Grammy-nominated choral group in Berkeley, CA in the early 2000s, and one of my fellow sopranos had an 11-year old daughter, Eli. Eli and I hit it off from moment one. We had contests over who could make the goofiest face. We teased “the boys” in the choral group about their clothing choices. We talked about our favorite books all the time.
One day, I invited Eli and her closest friends to the Berkeley Public Library. There were several giant pieces of paper, lots of pens, and sunshine streaming through the windows. My challenge to the 10 girls was to write down their favorite things: books, movies, characters, food, sports, activities. My plan was to create a workshop that they would love. What better way to do this than to sit with them and ask them? This also was my marketing genius: opening their minds to new possibilities in this brain-dump, brainstorming afternoon.
They listed things like vegetarian pizza, Princess Diaries, Lord of the Rings, jelly beans, but the biggest favorite was all things Harry Potter. Ron Weasley, dementors, Hagrid, Hagrid’s beard, the Hogwarts train, Professor McGonagall and more made the list.
So I created Hogwarts for Girls, a workshop series of Harry Potter-related experiences. This included The Initiation, where they made a wand and decided their wizard name, The Great Feast, where they created a Hogwarts-type meal themselves, Muggle Creatures, where they explored the zoo and made imaginative notes on the things they discovered, and Spells and Potions, where an herbalist guided them to make concoctions out of lavender and salt scrub and olive oil.
Every one of these workshops was well-attended.
The girls baked an actual turkey for the Great Feast, they used all kinds of ribbons and feathers for their wands, they giggled as they rubbed lavender scrub on their hands, and created playful poetry about giraffes and elephants at the zoo. They had a great time, I made good money, and it was a treat to offer it.
A couple things were at play here. First, I showed up in my marketing genius the entire time, creating new possibilities at the library and in the actual workshops, which cultivated the girls’ creative selves and thereby opened more possibilities. Second, I was in front of my audience listening to what they wanted. It’s so much easier to be in your marketing genius when you’re actually with your people. It also saves time, because there’s no trial and error. You simply listen for what they want and then offer it.
Why not operate from your place of marketing genius?
Photo Credit: Popsugar.com.