You’re not finding this marketing thing fun, huh? It’s feeling like a slog, an uphill struggle; you’ve created this amazing workshop (or product or course or 1-1 offering) and you know it’s going to change people’s lives but right now it feels like you’re banging people over the head with it and nobody seems to care.
And so you’re fed up. You feel alone, pissed off, un-responded to and – truth be told – bitter. They should be buying! They should be taking you up on your offer! They should be grateful that you’re providing this! Why don’t they get that you’re trying to help them?
Want to know the secret? The real reason people aren’t jumping onto your offer?
Because you’re marketing it.
Yes, you read correctly – the problem is that you’re marketing it – and whether “it” is your workshop, your sessions, your retreat, your classes or your event, that’s not actually the smartest approach.
Rather than telling people about “it”, it would be far easier – and more enjoyable – to market something bigger.
“MOVEMENT MARKETING” – THE PATH OF LEAST RESISTANCE
When you market your thing, people naturally carry a level of resistance because they recognise you stand to gain from them saying yes. They know you’re in business and that you’ll make money from their yes. They see that you’re biased.
And so that resistance can stop them from saying yes, even if it’s exactly the service or product they most need.
The remedy? Instead of marketing your service, market a movement within which your product or service has its place.
For example, rather than marketing a workshop that helps people resolve conflict in their romantic relationship, market the movement of harmonious romantic relationships. Become known as the champion of this movement. Take a stand for a world in which there is less conflict and more harmony; where couples have the tools to work through the tough stuff.
You’ll find it’s easier for people to buy into a movement. They’ll want to get behind your mission, whether they have a relationship in conflict or not, because they believe what you believe.
WHEN YOU MARKET A MOVEMENT, PEOPLE WILL CARRY YOU
People will want to spread the word. They’ll tell their friends, they’ll share on social media, they’ll offer to interview you or publish your blog on their site or co-host an event with you.
People will also want to buy in and actually experience your products and services themselves, because they see that the movement is committed to helping them. They’ll see your service as one vehicle for moving the movement forward; they’ll become clients.
And people will want to join you, shoulder to shoulder. This is how we’re building the You Inspire Me team. We now have Daniel, Jo and Madeleine, responsible (respectively) for tech direction, creative direction and community support.
I often get comments about the calibre of people I hire – their loyalty, their above-and-beyond dedication. Why are they like this? Because they want to play an integral role in a movement. They’re not working for little old me; they’re not motivated by making me more profit so I can have a holiday in the Maldives. They see the same vision of the world I do – where talented people are sharing their gifts fully, doing work they love, going self-employed in order to make the world a better, happier, easier place. And it’s knowing they’re part of that vision which makes it exciting to get up in the morning.
SO, HOW TO SLIDE INTO MOVEMENT MARKETING?
1. Find your community
Look out for whose eyes are looking in the same direction as yours. Who else cares about the things you care about? I’m adamant there’s no such thing as competition when you approach business this way. Because if you’re marketing a movement, wouldn’t you want as many people as possible pointing the world in the same direction?
The more media attention your fellow doula gets, the more people know that doulas exist and what they do. The more people who go to your fellow yoga teacher’s class, the more who become yoga fanatics, spreading the word.
Support others in your movement and allow them to support you. (And if you haven’t yet found your comrades, come to this.)
2. Express your point of view
You need a platform so that people can hear what you think and decide to get on board. You can do this through social media, speaking or – my personal favourite – blogging. Express your passion, your stake in the ground, and engage others. (If you worry this means you’ll be blogging all day and not earning any money, take a look at this.)
(An interesting aside: Daniel, Jo and Madeleine were all reading my blog before they joined the You Inspire Me team. It wasn’t a prerequisite, it just made sense that they wanted to be part of a movement they were already invested in).
Over to you
Want to play with this idea of movement marketing? Here’s a simple fill-in-the-blank*:
“I want to live in a world where _______ so I’ve created ____[your paid-for product/service]___”
Then, share it with us below. I look forward to finding out about your movement.[All images from the You Inspire Me Community Meet-Up. Click here to join us next time.]
P.S. PASS IT ON
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* Fill-in-the-blank idea first spotted in this amazing blog by Alexandra Franzen – thank you, Alex!
© Corrina Gordon-Barnes 2013
“Instead of marketing your service, market a movement within which your product or service has its place” – @CorrinaGB