Recently, a fellow marketer pointed out that most people don’t like marketing because of what they think marketing is. Many business owners treat marketing as something they do after they finish their degree, hang up their shingle, create their offerings and get their website up. They put it out there and hope for the best.
But that doesn’t work very well, does it?
Real marketing is about being with your audience constantly, watching for what they need, listening to their requests, building things out of your contact with them. When you do this, people bang down the door for your stuff.
Marketing starts the minute you start listening to your clients, says Paul Jarvis. Exactly.
However, you and I both know that this takes time, especially at the beginning. It means finding your audience (which is a whole big project in itself), staying with them for months or even years, and identifying a real need they have before you get to work. It’s much easier to write a pretty marketing plan, send out a few emails and hope for the best.
But you won’t make much money. Trust me, I’ve tried. Many times.
The question is, how are you going to stay in this long game? How can you remain committed when there’s not much money coming in yet? How can you stay motivated and connected to what matters?
The answer: you have to love connecting over an extended period of time.
You need a furnace within you to stay on the path, like when you have a daily Generosity Practice. It’s not about being extraverted or a power sales person or a flamboyant networker. This all happens when you truly enjoy your bond with your people every day.
Here’s what happens when you get this down:
- You enjoy your people more, even when they flake on you or disappoint you.
- You get great ideas about where to locate your people.
- You are willing to try things and fail before it all starts working.
- You trust that there’s a healthy pool of people who need you, even before they’ve shown up.
- You become a lighthouse of consistent marketing radiance, in contrast to so many business owners who do quick jabs of marketing and then disappear.
- You feel like you’re already making a difference, even before you’ve launched anything. Yes, this is possible.
- You truly listen to your audience, when then informs what you create for them: something they can’t wait to gobble up (especially if it’s ice cream-related).
- You have the energy to keep listening. This is the key.
When you embody this fully, you start understanding why any feedback, good or bad, is the purest gold you could imagine.
I am currently offering the Generosity Practice 30-Day Mastery Program for early adopter rate: $37. It includes a video training, 3 levels of the practice, daily reminder emails, guided audios, and downloadable worksheets.
Email me at christina at generositypractice dot com and I’ll get you set up.