In the second episode of Get Down to Business I discuss how to stop feeling like you hate marketing or marketing doesn’t work for you and your business.
This episode is not only going to help you change your mindset but help you to actually approach marketing differently. Because hating marketing is not only a self-defeating mindset but it’s painful as hell and you don’t need to feel this way!
On the show I talk about how to approach marketing differently, why you need to stop looking at small instances in your business as failures and instead as little bricks that help grow your business, and I offer up 4 things you can do in your business to help you feel better and look forward to sharing what you offer!
Resources & things I mention:
Seth Godin’s new book: This Is Marketing
New Facebook Group: Get Down to Business Group
Intro and outro music by: https://www.purple-planet.com
(Please note that this transcript may not be entirely 100% exact to the show’s audio.)
Hello! Welcome to Get Down to Business. I’m your host Meighan O’Toole.
And this is the 2nd episode of GDB, and today I’m going to be chatting about why you need to stop saying I hate marketing. This is something I see all the time, and honestly it’s so counterintuitive to growing a successful business.
Here’s the deal, I understand why you say it - I get it, but I just want you to start thinking about marketing differently so you can truly love everything about your business - OK well maybe not everything because who loves taxes.
Anyway, Think about it. If you are constantly saying I hate marketing, you are in essence hating on the only thing that is going to help you grow your business. And that in and of itself is so defeating!
And beyond that, if you’re constantly negging on something you have to learn - because make no mistake marketing pretty much comes naturally to no one - you’re setting yourself up for failure before you even really begin.
Today I’ll dive deeper into why this is a problematic mindset, why this happens, and suggestions to help you learn to truly love marketing your business.
But first, I have a little housekeeping! I have a favor to ask you. As the podcast starts out, the first few weeks are pivotal for getting in front of new listeners. If you’re liking what you hear so far, I would LOVE it if you would rate, review, and share the podcast.
All of these actions help the show! And I so appreciate it.
Next up, we have a new Facebook Group! You can ask to join at http://bit.ly/gdbgroup. The groups main goal is to bring service based business owners together to grow their business and create sustainable marketing and business strategies. I’ll be live coaching in their and bringing in guest experts, so come join us!
Again you can join at http://bit.ly/gdbgroup - and I’ll leave the link in the show notes.
OK, so let’s get started. I’m excited to talk about today’s topic, because I think it was one of the most paralyzing experiences for people growing their business online. And it so doesn’t need to!
Back in December I wrote a blog post called Here's Why You Should Stop Saying “I Hate Marketing” I wrote this because I wanted to get real about why saying this and perpetuating a negative hurts your business - especially business owners that are DIY-ing their marketing.
Right? Many of us don’t have the luxury to dictate to a team for your marketing needs. So it’s important to figure out how to at the very least like marketing.
Today, I want to discuss this further, I’ll also link to the blog post in the show notes.
But I want to talk about this further, because it’s really something you need to deal with out of the gate if you want to be successful in your business.
So you find yourself saying you hate marketing. And I get it. It’s easy to hate something that as a culture we’re taught to despise and duck and weave at every turn. Marketing can be super gross. And no one wants to feel like their being sold to.
What people really want is they want to HEARD. They want to know that there is a solution to whatever their problem is. They want to connect to others.
What good marketing does is let people know that they are being heard. And your marketing can do that.
I truly believe that as small, progressive businesses we can market our services and our businesses in a way that not only speaks to our values but do it in a way that allows us have fun while doing it.
All while letting our customers know we hear them and that we truly want to help them solve the problem we’re an expert in.
Seriously. I market my business every day and I love it - and it’s why a main chunk of what I offer is marketing education!
Obviously, I understand that not everyone feels that way - but you can approach marketing in a way that isn’t eating at your soul and instead is actually feeding it.
And with this in mind, One of the first things I want to say to you as we explore this topic, that I want you to remember is:
All marketing is is an opportunity to share your services and connect your business with the people that need it.
And if you don’t believe me, I want to read you a quote from the king of marketing with integrity himself Seth Godin, In his new book This Is Marketing, he says:
“Marketing is the generous act of helping someone solve a problem. Their problem.”
I just love that. Because in essence that is all marketing is - it’s communicating to the people that need and want your services.
It is that simple. And that’s all it has to be.
Sidebar: I HIGHLY recommend that you get This is Marketing from your local library or even buy it because it’ll be something that you refer back to again and again as you start your new relationship with marketing.
It had me literally had me yelling YES as I read it from my bed before I went to sleep.
I’m not even kidding, I was on fire with inspiration from reading what he had to say about marketing. And I thought OK, this is the next episode of GDB: how we can market in a way that’s authentic to us.
There are so many good lines in the book, and obviously I can’t share them all. But here’s a few more to get you fired up. Godin goes on to say marketing is a chance to change our culture for the better and that it’s a chance to serve the people you truly want to help.
He also says Sharing your path to better is also called marketing.
How does that feel when you hear those lines, and you think about your own business?
Isn’t that a cool and much better way to approach marketing?
Think about it. Why did you start your business in the first place? To serve and help people.
I get incredible meaning from my work, and my biggest why in my business is that I want to help people. So focusing on that helps to take the grossness out of marketing.
If I despise marketing and by doing so set up myself up to fail at it, how am I going to do what I am called to do in this world? How am I going to grow a business that will support me if I am constantly hating on the one conduit that allows me to succeed?
So what’s it going to be? Marketing can be as enjoyable or as gross as you want it to be.
You get to decide.
It’s up to you to define what it’s going to be. No one else is going to do it for you.
I really believe learning how to enjoy marketing within your business, until you can hand it off to someone else is fundamental to growing a successful business.
So I’m willing to bet one of your biggest struggles when selling your services is that you so badly do not want to come off as gross, tacky, or sales-y.
I know this because pretty much everyone feels this way when starting out growing their business online. It is endemic for new and old business owners - it is the great equalizer in growing a business.
And you are always going to feel this way until you deal with the underlying issues: which is you just aren’t great at talking about what you offer currently and you’re letting fear dictate your every move in this area.
And that’s not a virtuous dig at you. We’ve all been there!
I see this all the time. So many people deal with this, and tbh many people don’t deal with it and it hurts their business so much.
Just like anything within your business, marketing is a skill you have to learn. So of course it’s going to feel uncomfortable just starting out. That’s a reality.
But as we all know, no one gets any better by not doing things.
And how you get better at this is you have to start talking about your services and the results you get your clients all the time to not only get better but to see what resonates with both your audience and you.
And trust me when I tell you that you can do this in a way that never ever comes across sales-y or gross, I mean it.
OK Let’s talk about how this self-sabotage and fear begins. Because hating marketing doesn’t happen in a vacuum. It’s a cause and effect situation.
Let’s also break down what might be happening when you start to feel like you hate marketing.
My guess is that things are happening and expectations aren’t being met and you are connecting the dots meaning you try something it doesn’t work as you had hoped, so you get frustrated and deduce that marketing doesn’t work for you - and then you start to despise it.
I’m guessing what’s happening and leading to this is
You aren’t seeing the results on social media you expected - crickets
You create a facebook ad and literally nothing happens
You aren’t seeing sales pour in immediately from that one newsletter you sent
Nobody is visiting your blog
And on and on
Obviously, these are all minor examples but I’m willing to bet my money on that you aren’t seeing the results you expected. And so you need something to blame, and that’s marketing.
It’s easy to feel like something doesn’t work for us. That we’re the only person in the world that marketing isn’t going to work for us.
And this is where I want to check you.
Marketing is an experience that never stops, yes likes, comments, and reactions are a great feeling but you can’t look at a few exchanges (newsletter, one IG post, One blog post) and expect things to be completed. These are little bricks that build and grow your message. They are an experience and a totality as one.
That’s why being consistent in your marketing is so important to growing your business. Rarely if ever are you going to have major sales from one post.
Regardless of what all the online marketing gurus are trying to sell you that just simply doesn’t happen immediately.
It just doesn’t happen. Exposure, growth, and sales happen from an entire marketing campaign.
Remember that word totality.
You have to get up at 35,000 feet and look at everything you are doing. Every little thing you do in your business needs to support everything else. That’s how marketing works.
You’ve probably heard that people need to see something 7-8 times to commit. That is still true.
And that’s why I want you to focus on marketing being a service to your clients - that every little thing you do online is to serve your clients. To hear them and help them solve their problem - the problem you are an expert at.
Getting stuck and not being able to see the forest for the trees is a real mindset block. But once you start to understand that everything you do helps grow your business not just one post, one newsletter, etc. it makes it easier to look at marketing as a whole.
This is one of the main reasons why I tell people to not pay attention to follows, likes, comments, subscribers, etc. day to day. It’s a waste of time and can really take you out of the moment.
Marketing is an entire experience that helps you build and grow your business. So don’t defeat yourself before you get started. You have to recognize that everything you do will bring results. Not just one thing.
OK. So let’s talk about what you can do to make marketing feel better and resonate with the right people.
So a few things you can do to make you feel better when marketing your business:
Offer true value: that means giving the best kind of content. Educate and serve your audience. Remember your content should always lead back to your primary offer. My business teaches people how to grow their business so my content is filled with how to grow your business from why you need to stop hating marketing to how to create your brand strategy or how to identify and speak to your ideal client. That’s not all I do, but that’s a start - and I focus on all of that within my marketing.
Connect the dots: Show your audience you HEAR THEM. They want to know that they are heard. They don’t want to know about you. They want to hear about themselves. Let them know you understand what they are going through and talk about how you can help them. You can do this in a variety of ways like I just said by offering content or education that really lets your audience know you GET THEM.
Figure out what lights you up when creating content: Is it jumping on video, is writing a blog post, sending a newsletter? Until you can hire out to create your content you have to figure out what works for you and inspires you. And don’t start and stop. Try something for at least 3-6 months. Again, you need to get some data under your belt to see what works.
Remain consistent: like I just mentioned you have to put in the time and see what is working for you, what resonates with your audience, and what helps you focus on your strengths. Things don’t happen overnight, so having a consistent schedule in place around your marketing is key.
All of these suggestions should be a big part of your marketing - offering great value, letting your audience know you hear them, doing what makes you shine, and remaining consistent.
So let’s get back to where we began at the beginning of the show. Take it upon yourself to choose to look at marketing differently Start to recognize that all marketing is is an avenue for you to reach the people you truly want to help.
It’s just a way for you to talk about what you do for the people you want to work with.
I want to challenge you to really dig deep and recognize the gifts you offer in your services and the results you get for your clients. That’s where you need to start with your marketing.
Marketing is sharing your strengths and gifts. Sales is empathy. All of that is a very good thing. There’s nothing gross about it at all. Especially if you are focusing on who you want to serve and what you can do for them.
Marketing does work.
We can choose to approach marketing differently in our own small businesses. Marketing for us doesn't have to include scarcity copy, fear mongering, or underhanded tactics that don't deliver.
We get to decide what it looks like and how it feels.
Remember marketing is an entire experience. It never stops. (And there’s nothing wrong with that.)You might as well find peace with marketing now or it’s always going to bring you pain and hurt your business.
And I truly hope that this episode has helped you start to think about marketing differently and how you can do things in your business. I know that it’s a process and like everything else, it will take time.So be patient with yourself, make mistakes, have fun.
I know you can do this. If I can, you can.
OK, so that’s all for today’s show. Remember if you want to join our new FB group check out the show notes or go to bitly/gdbgroup. And if there’s anything you’d like me to cover in upcoming shows or have a question you’d like to ask me you can reach me at email@example.com
If you are listening to the show and want to tag me on IG please feel free, my handle is @meighanotoole
And as always if you liked the show please rate, review and share it. It helps the show and makes me enormously happy.
Until next time, I’ll be cheering you on!