Copywrite 2006 Marketing on the Playground (TM)
I've seen many different kinds of introverts and extroverts in my life. Let me tell you some of mine.
I'd rather have a root canal than go to a party.
— Let me talk to a group of people about something I'm passionate about, and I shine.
— Please put me in a group for "casual" networking.
If you put me in a "structured" networking group where I can ask for what I need and help others at the same time, I'll be in heaven.
We all have different ways of interacting, places where we feel at home and places where we feel very uncomfortable. I've seen a lot of people go into business for themselves, including myself, who would rather give up their dream than market themselves and their business. I almost became one of those numbers. I was about to give up on my dream until I found out the secret.
I'm sure you've heard phrases like "Find Your Passion," "Market From Your Passion," "Market From Within," etc., that talk about how to do marketing well. This is right, but there are still a few more steps to take. Too often, we focus on what we can't do (our weaknesses) instead of what we can do (strength). "I don't want to feel like I'm selling" is the phrase I hear most often. Then we think we have to market in the usual ways, like making cold calls, going to networking groups, giving speeches, knocking on doors, etc. NO! You don't have to start out in marketing right away. Get out of the "should" and "can't" traps (s). First, do what you're good at and what you enjoy, and then open the door to marketing.
The Truth
- Let yourself rethink marketing so that it fits your style.
Example #1:
A lawyer in the programme was very good at what she did, but she didn't like marketing at all. I have my clients think about their strengths and passions and write them down. She said that there were not many things on her list. It doesn't matter how long your list is as long as you pay attention to what's on it. Some have 30–40, while others have only 5–10. She picked her top three.
One-on-one conversations were the main thing she loved and was good at out of her three. Then we started to think about who might be good business partners for her company. She was thrilled that she could not only market in the way she liked and was most comfortable with, but also do it in her favourite place, which was a cosy coffee shop. But that wasn't the only thing that was stopping her. She had never given herself permission to use the word "marketing" for one-on-one conversations. When she rethought marketing as "One-On-One Conversations," she said, "I feel like a black cloud has been lifted off my head."
- Let yourself market from where you are most comfortable.
She started taking more steps on her own when she gave herself permission to market from her comfort zone. When I turned around two weeks later at my networking group, there she was. She was having fun because she gave herself permission to change marketing to fit her interests and strengths, and she also let herself market from where she was most comfortable. So many times, I've seen this. Once you give yourself permission to stay in your comfort zone, you'll be amazed at how your marketing will naturally grow. It starts to be FUN and interesting!
Example #2:
Take a look at what you have. Your most comfortable group of potential customers may be all you need to market your business.
I met a Life Coach who was terrified of marketing, but he loved his job and didn't want to give it up. Most of his fears went away as he went through the steps above. But he still wasn't sure what to do. He knew who his best client was, but the first step of figuring out how to start seemed too big. When he asked Bob about his past job and contacts, he realised that not only would they be a great client for him, but he also knew a lot of people he could easily talk to. Bob did more than one thing.
- He got so excited about his plan that he's now making cold calls and talking about how much he loves his business.
- Allowed himself to change marketing to fit his own style.
- Found a market where he had been before and felt at home.
- Allowed himself to market from where he was most comfortable.
We can't always see things that are right in front of us. Look right in front of you. Your ideal client and an easy way to get in touch with them might be right there. You can go about marketing your business in any way you want. If you have to, take out the word "marketing" and put in . (the words that fit YOU).
