Susan confessed her secret beliefs about marketing. In a small coffee shop on a rainy, dark afternoon, we talked about her business. While she happily spoke about her work as a well-regarded therapist, she stopped smiling when we got to the topic of marketing.
“I have very negative feelings about marketing. To me, it is almost like lying, and cheating and betraying.”
I got nervous for a moment … what did this make me? My career is in marketing communications. But I understood her feelings. I declined to work in the credit card industry, even during its heyday. I saw customers rewarded for spending into debt. The companies increased their profits at the cost of their customers’ futures.
Susan thinks about marketing all the time. Especially when a client cancels or her appointment schedule is empty for the next week. Susan is like many holistic entrepreneurs who don’t want to be salesy or a money grubber. They avoid marketing because the fear of losing their ethics.
Her business isn’t in good shape. Fewer word-of-mouth referrals are coming in. Once dependable new business sources have dried up. No one is calling for a session. Business is down.
“I wish I could think differently about marketing. I won’t sell myself. I am not a salesperson. I have a very hard time doing that. And it affects my business.”
Susan realizes something has to change … in a big way.
Marketing Isn’t Bad …
Do you relate to Susan’s frustrations? The problem isn’t that marketing is a bad thing to do. There’s a script running in your mind saying, “Marketing is a bad thing for me to do.”
You are afraid your clients won’t trust you. [Read more…] about Never Feel Slimy About Your Marketing Again. Use These 6 Trust Principles Now. Part 1 of 2