Posted: Wed 21st Oct 2020
When you're trying to market yourself, it's not enough just to have a clear avatar, a tagline or a good 60-second speech. Marketing yourself is much more than that - and focusing on a comprehensive marketing approach will help you get better, more sustainable results.
There are three areas that make your marketing work, and I want to share these with you in the form of a proven framework called 'brave marketing'. This has helped many self-employed professionals get more confidence in themselves and their marketing approach in a very short time.
The first area: You
Marketing yourself and marketing an external product, in my opinion, are very different. When you're selling your own time and expertise, it's so important that you first master your own self awareness.
Many people who talk to me about their challenges tell me that they actually know what marketing strategies to use. They have a clear avatar. They even have a nice slogan. But for some reason, they're procrastinating or they live in self doubt. That's a challenge when you're working for yourself and by yourself.
If you're not mastering your internal belief system, if you don't have a clear why and you're not connected to your purpose, or if you're not clear on your uniqueness and strengths, then all your marketing strategies and theories will not produce optimal results.
I love working with clients on getting the clear life goals behind their business goals, removing limiting beliefs, and helping them build unique businesses based on their strengths. When the internal stuff is sorted, you'll start operating with more ease and flow - and you'll know what to do when your demons pop up again.
The second area: Your clients
You need to clearly identify your clients and build empathy towards them. People usually call this building your avatar. But I want to take this step a few inches deeper. First of all, how are you choosing your target market? Are you being too vague or wanting to serve everyone?
Some of you tell me that it's difficult to segment using a specific demographic. Well, sometimes it's about segmenting based on their needs and problems. Whatever your challenge, it is very important to understand who you're going to serve. And if you can serve more than one market, then the question is not 'Who do you want to serve?' but 'Who do you want to serve first?'
It's hard to come up with a sharp marketing campaign if you're trying to hit multiple audiences using multiple services at once. Sometimes you've got to stop being opportunistic and start being strategic. Get clear on one group of people and market one service in one marketing campaign.
When you're getting good results, target another segment with another campaign. And after you've identified that ideal client, empathise with them emotionally to understand their needs and challenges. Lay out their journey with you and the clear transformation they will get when they use your service.
Remember, many of you are selling something intangible. So, working on the customer process and transformation is key to developing a tiered product ladder that will help your audience understand what you sell and what you promise.
The third area: Your marketing
This area deals with helping you create an effective one-liner and marketing assets. Here, I want to highlight the importance of using your own style to market yourself.
Many people use templated marketing strategies without getting really clear about their own personalities and marketing styles. When you are not comfortable executing your strategies, you will start to procrastinate or find excuses.
I find that in the beginning, you need to experience wins by implementing strategies that play to your strengths, feature you at your best, and give you fun and enjoyment. In my experience, the best marketing plan is the one you will execute.
I've learned that everyone has their own genius, their own style and their own appeal. Find yours and you'll find more enjoyment in marketing yourself. Be authentic and the right kinds of leads will be attracted to you. Try to be someone else and you'll end up frustrated and lost in self doubt.
These are the three areas that will make your marketing approach holistic and effective. If you focus on one without the other, you may feel confused why your hard work is not generating the results you want.
Working on the you will help you increase your self mastery and be the type of person that will successfully represent your brand.
Empathising with your client will help your core message be at the top of their hearts, not just their minds.
And having a comprehensive marketing plan with strategies that suit your style, and your strengths, will help you enjoy doing what you need to do to grow your business with consistency, confidence, and flow.
Find out more about 'brave marketing' by connecting with Cynthia.