Image source: https://lh6.googleusercontent.com/fqdACzq1oDPSeNHkyJ4-J1gmN2KAfQJFaZudqDuJEma2CujJT3KIyfWgRbDondMYW1OFsnt3XTthDYIEEsqUYzfv-anxdws2BNMojT2zcxc2KceAsicnesF6Al2TNpgs8MELyIEN
My client N. came to me feeling at the end of the rope with her biz.
After just ONE session, she had her second best day in sales and opportunities popping up left, right and center.
What could have changed in just one session? We havent even gotten to the strategies and tactics piece yet.
Its how she SHOWS UP when executing her strategies and tactics that made all the difference in the world.
Its not only what comes out of her mouth, but HOW it comes out.
Its the energy, conviction and enthusiasm behind her communications that drew customers and partners to her.
We changed the way she talks about her products from what marketing is supposed to sound like to how I want to BE in my communication.
HONEST MARKETING
First, what its NOT:
Its not some overused authenticity that has lost its meaning. So many people blurt out authentic as a value, then draw a blank when you ask them WTF that means to them.
Its not some random heart-centered business thats all regurgitated love and light with no POV.
Its not fake vulnerability you can bottle up and sell for $297.
Honest Marketing goes beyond not sales-y and not pushy. It cant be communicated via some enrollment conversation scripts that pull a few NLP tricks to build rapport and call it a day. Its not piecemeal tactics duct taped together and hoping youd hit jackpot.
Honest Marketing is an UNDILUTED and coherent expression of your vision, values and convictions through every single touch point.
It is about CONNECTION and RESONANCE, before CONVERSION happens as a logical conclusion of the interaction.
Its not some run-of-the-mill client attraction fluff stuff either.
Yes, of course youve to make connection and create communication that resonate with your market. Thats 101.
Too often, when we follow the scripts and rehash the templates, we lose the connection and resonance that exist between our message and ourSELVES.
When we get disconnected from our deeper message, when we lose sight of the conviction that DRIVES us and we disregard the golden thread that ties our actions to our beliefs, then our communication loses its meaning its meaning to us and to those we most want to communicate with.
This disconnect cuts you off from your community of clients. Instead of belonging, instead of being one of them, you isolate yourself and create a you vs. them relationship.
HONEST MARKETING starts with creating connection and resonance between our message and ourselves.
This is the foundation of communication thats convincing and not in a strong-arm-y contrived kind of way.
Youve to be honest to yourself, before you can connect with your clients in a way that positions YOU as unique, rendering competition a non-issue and you no longer a commodity.
Having this clarity is the first step.
Then you need to translate this connection with your message into marketing communication without diluting it. Without fears nor compromise.
This is where most people fall short by watering down their message or mincing their words to sound a certain way, to fit into a preconceived notion of what marketing should be like.
They may think their own words are not good enough. They may fear that if they dont say things a certain way theyd look unprofessional in the eyes of their ideal clients. They may be afraid of being criticized for being different. They could be suffering from FOMO so they dump everything and the kitchen sink into their communication.
Bottom line: the energy behind the communication gets murky and they cant even recognize themselves when they say it out loud.
Watering down your communication is a betrayal to your values and convictions. If you keep forcing yourself to get out there with this kind of marketing, the disconnect and misalignment will ultimately sabotage your effort.
Our lifes work doesnt develop out of a vacuum. When youre honest with yourself and connect with what truly resonates with YOU youd realize that this whole niching thing takes care of itself.
That means, the how of creating connection and resonance with your niche will REVEAL itself.
Yep, none of those pulling teeth thing those programs and trainings make you feel. And none of those being stuffed into a niche only to find out 6 months down the rabbit hole its not what youre about.
When we get to the bottom of YOU and your niche, we can talk business.
Business means youve something to sell. And this something is often another piece of the puzzle that trips people up.
This something you sell needs to be the expression of your values, convictions and superpowers. Its the connecting tissue between your message and your business.
If youre wishy washy about your offering, you will falter when youre challenged. So you babble and fumble in your communication.
If your offer is not in alignment with this connection and resonance youve with yourself and your niche, you wont be able to put 110% conviction in your communication (unless youre some snake-oil salesperson and Im guessing youre not.)
If you cant stand behind your own words with 110% conviction, how can you expect your potential clients to be convinced?
For marketing communication to work aka, generate income you need to have something MEANINGFUL to sell.
There needs to be a coherent narrative that ties together your Truth, your niche and your offer.
Your offer is the ultimate expression of your message and how its anchored in the community of your peeps.
When your offer CONNECTS and RESONATES with your peeps and yourself, then your marketing communication doesnt have to be anything but true to what it, as a vehicle of that larger expression, is.
