Here’s a principle from my upcoming book on “Marketing That Fills the Soul”. This section I’ve cut from the book to only allow for my blog readers:

PUTTING OUT TO THE UNIVERSE: THE CLARITY OF PROMOTION

There is little doubt that by expressing what we need, or putting out our requests to the universe in a clearly defined manner over a regular period of time, that we’ll receive what we ask for. Devout worshippers and business leaders have been utilizing this practice for centuries. Politicians develop slogans to espouse their merits throughout their campaigns. Mohammed and Jesus preached their beliefs to the masses to bring their followers joy, peace and education.

With the same purpose, albeit not as deep in spiritual focus, advertisers create commercials to educate and entertain with the purpose of helping people find what they want or need.

Critics feel ads compel people to be greedy and create desire for unnecessary items. While there are certainly plenty of unneeded items advertised on tv, magazines, newspapers and websites, it is not the advertiser creating greed, but rather the value system of the person watching or reading the ad.

UNDERMINING OURSELVES

Naturally, if we are undermining the ability to receive what we want, get in our own way, or are not qualified to do what we promote,  our requests won’t be met.

But, my experience working with business owners is that they are usually quite realistic in knowing what they want, they just need help defining it in specific terms and they don’t ask for it in their promotion. They don’t “put out to the universe” their true spirit or unique attributes and explain how that will help their prospective market.

Appropriate methods for this practice, such as a series of educational articles, blogs, presentations or similar – when sent to potential clients – can prove exceptionally successful when the message rings true to the reader. More importantly, it allows the business owner to express their own spirit and beliefs, so they will attract like-minded clients who want what they have.

There are as many ways to apply this spiritual practice of ‘putting out there’ or promotion as one can creatively dream up—from postcards to websites, from live events to billboards or sliding down a chimney—to get your point across.

The point is that the marketing tactic cannot be properly selected until the request is defined. Mistakenly, most businesses put the tool before the horse, to horribly mix metaphors, and don’t clearly define their request or their message first. They create materials with vague or nebulous messages that confuse their market and waste thousands of promotional dollars.

Once promotion is clearly defined, it’s relatively easy to select and test the various tools to determine what attracts the kinds of people you want to help. A marketing consultant will know which tool to use to send which message to each market over time for each specific product saving the company expense and time.

YOPLAIT’S EXAMPLE

For example, Yoplait yogurt decided to promote their product to a health market by becoming a prominent sponsor of “The Race For the Cure”, proceeds of which go to find the cure for breast cancer.

They were clear about what female market they targeted with their product and found a visible way to reach them through publicity for the races, signage at events, handing out their product to race runners, and visibility in just about every direction at the race itself.

Additionally, they run broadcast commercial promotion to a wide consumer market. Selecting these two avenues for promotion in tandem has not only given the product exposure but also helped them develop an image of healing women. Most people feel better buying products they know are using proceeds to help support a cause they believe in called “cause marketing”.

When Fedex created its “Absolutely, positively gets there overnight” campaign, don’t you think they were obviously responding to an unfulfilled need in the market? They used this extremely clear message to easily demonstrate exactly how they helped people and businesses? Sure, it was a huge risk to guarantee overnight delivery, and they paid dearly in their learning process. But the company developed such careful management systems for distribution and verification that they set the standard for their industry and have branded their service far faster and more clearly than any of their competitors.

That’s good promotion! How can you apply that to your business?

Here’s my free 50 minute lesson to start making Social Media (twitter, facebook, linked in) work as part of your overall marketing.

If you want the full Social Media Action Tool, it’s got lots more tips, tools and resources. Have some great ideas of your own? Please share them with us in comments below! Or maybe you have questions or quirks using specific Social Media platforms that you want help figuring out? Let us know and we’ll try to get you an answer.

After all, ignorance is frustrating, but Knowledge is Bliss.

from my old blog: Thursday, March 27, 2008

Marketing like Dating? Is it really crazy? Don’t you want to attract the relationships that are truly right for your business just the same as in your personal life?

If we’d apply the lessons we learned from dating to marketing, it would be just so much more effective. Using lessons to get to know someone (our market) or develop a friendship (business relationship) can be completely applicable towards getting more clients.

Why?

Because people are people, whether they’re making a purchase or dating you. We all want to have a great relationship with fun, commonality of values and sharing great moments in both our personal lives and in our businesses.

This article looks at some common problems that arise with easy solutions to consider.

In both business & dating, we struggle with common problems: “Wouldn’t it be easier if they already knew us, we didn’t have to prove ourselves?” or “Sometimes we just don’t know what to say — maybe it will be taken the wrong way.”

See, it’s the same in marketing as it is in dating. So, if our job in marketing is to authentically educate our clients, then many of the same rules and techniques apply. What do you think?

If you’re dating is going well, but you need marketing services, we’re standing by to help.

from my old blog: Wednesday, September 24, 2008
I think I’ve found the ‘real’ secret to marketing: it’s about clarifying exactly what we offer and who we really want to attract, NOT just how many dollars we want to earn. In fact, earnings are not what is really satisfying – ask any megamillionaire (I’ve interviewed many of them).

What is satisfying is helping those you truly care about. And of course, making that into a profitable business.

So, I’ve been testing my experiences around this “marketing as a spiritual practice”. Here’s a few ideas, along with an experience from a client today:

1. when you talk about or plan your marketing with an expert – or write it out yourself – you’re beginning to manifest your goals. You’re ‘putting out to the universe’ the ideas you have, and by speaking or writing, you’re clarifying them so you can sell them. Naturally, getting expert advice just saves you time and money so you reach your goals more quickly with less mistakes – but you already knew that! **

2. meditate, go for a walk, take a shower or do whatever it takes to clear your head of your ‘to do’ list and just imagine who your perfect clients would be: smart, fun, appreciative, young, old, musicians, teachers, or whatever it is you deeply enjoy in those you help. By clearing your mind and just visualizing this, you’re already starting to make it real, gain clarity for your outreach, and sometimes it even happens really quickly.**

3. At the risk of sounding very California airy fairy, I’ll tell a secret: I actually say a prayer or light a candle or perform some kind of ritual that has meaning for me after I meet with a new client. Plus I visualize the results I recomend to them coming to pass while I’m writing out their marketing action plan with an intention of accelerating their dreams into action.

Does it work? Well, read John Scott’s reaction from “Modern Vocalist” below. His company offers voice coaching and a fascinating technique he calls “Voice Yoga” that significantly improves singing. But he offers more than that: job coaching for singers, a venue to perform, and a sound recording studio. Now THAT is a full package a singer could really benefit from, don’t you think?

** Dear Allison,

I just had to tell you what happened after our first marketing meeting. I went home, and met my perfect client. A talented singer songwriter who has an incredible voice, excellent music skills, and is ready to record his first album. And he not only signed up for weekly sessions, but also bought my package of instructional videos. It was a like huge affirmation that I’m on the right track!

Thanks for the amazing coaching!

-John D. Scott

If you wish to contact John, email him at: support@modernvocalist.com

WHAT IS YOUR EXPERIENCE WITH THIS?
I’m alway eager to hear what works for business – knowledge is bliss, after all! Look forward to sharing your comments with my readers.

With sincerity, Allison