To Hell With Marketing: 8 Things We Won’t Be Doing In 2017
This year, let’s stop “marketing our businesses.” Let’s quit making sales funnels and secret million dollar strategies and putting everything on autopilot. It’s all crap.
Instead, let’s put our focus on experimenting until we find an original way of consistently reaching out to people who are interested in our help.
Because the world needs our original ideas. And the best customers aren’t interested in us rehashing the same tried-and-true systems and formulas.
So here’s what we WON’T be doing in 2017:
1) Stop saying marketing is about “converting” people. I don’t know a single human alive who lays awake at night, looking up at the stars through her bedroom window, and dreams about “being converted.” No more using the word “converting” when talking about people. The rest of us will throw you out of the room until you come back to your senses about relating to other human beings.
2) Skip “touching their pain” if it makes you feel bad. I may look like a copywriting teacher, but I swear that I’m running a recovery program for coaches, healers and self-employed professionals who have told they ‘must’ make prospective clients feel bad in order to get them in the buying mood. Nuts to that, I say!
3) Resist using the tired, cliché line “leaving money on the table.” This is a classic “fear of missing out” move. Ick! Let’s boycott playing on our audiences’ FOMO in an unoriginal attempt to sell something. Maybe we were leaving that money on the table because we didn’t want to work with a certain person, or we weren’t convinced we could help them. Let’s not be vacuum cleaners for dolla billz, y’all. It’s tacky.
4) If you don’t like telesummits/social media/webinars, don’t do them. Let’s find the communication channel that works best for your skills, personality, and ideal client. (Shannon Hernandez over at the Writing Whisperer has a great quiz to help you figure out which of the 5 main content ‘channels’ are for you). No more forcing yourself to be someone you’re not – let’s build on our strengths so you can get out there and connect with great clients.
5) Get over calling yourself a heart-centered entrepreneur, a mompreneur, a femmepreneur…. Some people in business are narcissists who are only out for themselves. Can we just call them that, instead of wasting syllables qualifying who we are?
6) It’s OK not to write a blog. If writing makes you relive a traumatizing comment from an unhappy adult in your childhood, you have two choices: 1) find a way to get over it (check out our Shut Up And Writeathon, which will help you do this) or 2) find another way to build relationships and nurture your leads. There’s more than one way to do this. Find yours.
7) Don’t freak out about keeping a marketing calendar. Lots of marketing people have really good content marketing calendar templates. But people’s creative processes – and brains—work differently. There is no one way to do marketing. Study what other people are doing, take what resonates, and add what is uniquely your own.
8) Please don’t do internet marketing when a phone call works better. Do not expect to get your first 12 paying clients from the internet, your website, or sitting behind your laptop typing things. This is not how it works. We all need to remember that picking up the phone and having conversations with people is the fastest way to connect and create clients. (If you want help, see Matthew Kimberley’s 5 Things You Need to Do Every Morning To Get More Clients in 60 Days eBook here).
Bottom line: “marketing your business” is so 2016. It’s time for a change. It’s time for a snazzier, more interesting, more original approach. One where you trust yourself. Use your real voice. Create a unique way of reaching out and nurturing relationships with prospective clients that feels like you. Where you’re consistent. Where people know they can count on you. Where you finally locate the words for what you do, so you can get out there and make the difference you know you’re here to make.