I’ve recently been reading a lot of advice about ‘how to market your business’. One common message is: Focus on results. I thought this sounded sensible until I started really thinking about what motivates me. I’m a member of a private gym and go there most days; I swim, do Body Combat, and Body Balance. I do these because I love how I feel in the classes and in the pool. If the gym had marketed to me the messages: ‘lose weight!’ ‘get toned!’ ‘get fit!’, I would have ignored them. In fact, I did. However, when they allowed people to come along for free as part of their open weekend, I had a fantastic experience. I had endorphins zipping all over the place, felt strong, funky, relaxed, energised – and signed up. The fitness and weight loss have been bonuses but would never have got me parting with my money.

Likewise, today is World Car-Free Day, a time to showcase how our cities might look, feel and sound without cars. It’s a hugely inspirational result to aim for – yet the result is not what motivates me to choose to travel by bike rather than car. I do so because I prefer the experience; I love how it feels to be out in the world, feeling the air on my skin, the sun on my face, to wave to people as I pass them by, to see my city up close and personal with all its precious nooks and crannies.

We’re all different and it can be interesting to notice what we’re motivated by – the results, the process… or both. I give away a lot of useful information for free; for example, there are now fifty posts on this blog. Often I get emails from readers who say that the insights and processes I’ve shared have led them to real results: changes in their life, big realisations. Sometimes there’s a little fearful voice inside me which whispers: “But if you share all this for free, nobody will ever invest their money in your services.” Yet the reality is that clients keep signing up for one-to-one coaching because of the process of coaching, as well as the results. That space of 40 minutes dedicated entirely to them every week or so. The feeling of being truly listened to. The experience of being seen and understood… and challenged! – given that “kick up the backside”, as many call it They keep attending workshops because of the feeling of a shared journey, the experience of interacting with other like-minded people, the space dedicated to exploration and discovery.

What I’ve realised is that once you’re offering a service which brings both a fulfilling process AND fulfilling results, you know you are on to a winner.

The World Is Your Passion, So…

Notice what you’re motivated by. The feeling of the process? The results? Both? If there’s something you’ve been struggling with e.g. getting new clients, use your motivation as a guide. If you’ve been doing activities you hate, just to get the results, try focusing on the process instead. Do marketing activities you love and notice what that does to the results. Likewise, if you’ve been basking in activities you love, without any sense of direction, get clear about the results you’re aiming for and channel your efforts that way (as I wrote about in Step 4 of the previous post). Additionally, in marketing your ventures, you might want to consider whether your clients/customers are more result or process oriented and then market in a way which truly speaks to them.

The World Needs Your Passion – The Monthly Ezine
I love sharing tools so much that I’m launching a new monthly ezine The World Needs Your Passion. This provides intelligent women with the motivation & practical strategies needed to create ventures which truly matter. The first issue is out this Friday and like this blog, is free and packed with value. To subscribe, click here.