We're generally taught to think of marketing as something a business does at people; a message you blast out to get people to buy your stuff.
As a result, most paradigm-shifting entrepreneurs don't love marketing. Dread is common. So is paralysis.
Dread happens when we feel out of alignment with what needs to be done and paralysis happens when we lack clarity. Both of these are solved when we shift to relational marketing.
To solve the dilemma of not loving marketing many paradigm-shifting entrepreneurs try emulating online experts or outsourcing their marketing to someone else--but neither option gets great results. Because it's all still the old model of marketing.
The old model of marketing as something you do to people is not going to last. The world is changing and so is people's tolerance for being bombarded. We're already saturated in those monologue-style marketing messages. It also takes a tremendous force of funding to pull off that kind of marketing.
But most importantly, people simply don't enjoy being talked at. What people want is to be heard. Seen. Understood.
That is where relational marketing comes in.
At The Paradigm Shift Project we know that what makes a marketing message powerful isn't the number of dollars behind it, but how much listening went into it.
The best marketing isn't a monologue, it's a dialogue. Marketing is a relationship. And like any successful and enjoyable relationship, listening is essential.
The key to marketing that is not only highly effective, but that you can feel great about doing, is listening to your people.
Before you can do successful marketing you have to know who you're talking to.
When you know who your people are and are deeply familiar with where they're at, what they're dealing with, and what they most want, your marketing becomes a conversation.
And when your marketing is a conversation not only is it highly effective, it also becomes enjoyable.
Your business isn't for everyone. It's for a certain kind of someone. Who is that? What sets them apart from everyone else in the world? How do you pick them out in a crowd?
Stay tuned in the weeks to come for some tips on how to clearly identify who you're meant to serve.
And if you'd rather get started now, I invite you to schedule a free business clarity session to find out how we can help you get clear on who you're talking to so that you can shift to relational marketing.
Know who your work is for, be their trusted guide, and use their words so you can speak straight to their heart
Thanks for doing what you do in the world,
Kai & Michael
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