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October 8th, 2009

This week I received a request for…

Tips on remaining authentic to yourself and your business while marketing

I love that this topic was brought up as there is a significant amount of apprehension about marketing in the mind-body-spirit community. Some of the hesitation out there boils down to a resistance to or discomfort with the ‘business’ of healing, while there is also a common fear or distaste for aggressive self promotion. My assertion is that marketing is no more or less than a creative and strategic process for communicating effectively with those we are meant to serve. I would go on to say that marketing is also about providing these individuals opportunities to make powerful and conscious decisions about investing in what we have to offer. In other words, marketing IS about taking people from having no awareness of us all the way to a decision point (or through a series of decision points). And for the record, ‘No’ is a very powerful decision. Not everyone will say ‘yes’, and there is no need to twist arms or be pushy, but our goal is to facilitate a process through which individuals make a connection, evaluate possibilities, have an experience of us and choose.

So, how can we do this while remaining authentic to ourselves and our businesses? How do we make sure that we do not stray into territory that is out of alignment with our visions and our personal truth? Well, let me first say that…we can’t. WHAT?!?!? What I mean is that as small business owners, we are here to be expansive and to stretch ourselves. If you are taking consistent, inspired action everyday and reaching outside of your (dare I say it?) comfort zone, then there will be times when you learn not only what works for you but also what doesn’t. No harm in that. Just collect the data, learn the lesson and continue refining your process.

That said, an ideal marketing and business development strategy can and should be a natural extension of your mission, your intuition, your skills and talents. And here are some tips for staying grounded, and steering the that process

1.        Identify your Core Message: If I’ve said it once, I said it a thousand times (oh, I thought I was talking to my 6 year old for a second there)…discovering who you want to serve, the impact you want to have on their lives and the unique way you will deliver your promise is at the root of any effective, authentic marketing strategy. By sharpening your message until it is an absolute match to your vision and by choosing language that is compelling and accessible to your target audience, you position yourself to attract rather than chase. With your message effectively distilled and put into powerful language, you are able to speak directly to your ideal prospects and even better…they will hear you!

2.        Use your strengths: It is true that your marketing strategy will be most effective if it is varied and multi-faceted, but begin by taking inventory of what you naturally love to do. Perhaps public speaking will be the cornerstone of your outreach efforts, or maybe you are more inspired to master the vast opportunities available through internet marketing. Whether you prefer sitting in your garden writing articles or connecting with new people at regular networking events, you can build a marketing plan around your natural strengths.   As a writer, you might complete a book and have a series of book signings, while you presenters might become association leaders and distribute your speaker’s kit to relevant organizations. All of you are distributing content and getting ‘out there’ but from the angle that is most inspiring and comfortable for you.

3.        Be in the right place at the right time: As with any strong relationship, your role is to be there when needed. You can achieve this by maintaining a presence and offering value on a regular basis. Not only will your mailings and articles keep you top of mind, but your monthly meetings or weekly tele-classes will give those ready for a next step somewhere clear and easy to go. It is also important to have a variety of offerings so that, when the time is right, you have a product or program that matches your prospect’s commitment level, preferred format and ability to invest.

It is up to you to embrace the development of your business and as you do, know that it can absolutely be a process filled with personal discovery, self-expression and rich relationships.

Happy Marketing!

Best,

Marilyn

Marilyn O'Leary
The Business Healer
www.HolisticBusinessDevelopment.com

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