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So, how do you grow your business without doing something that looks like marketing, feels like marketing or is as dull as marketing?
You replace regular marketing with something better. It’s worked for me and my clients for 30-years.
Here’s how it works, along with a few examples.
This is better than marketing
Imagine you’re walking in the park on a scorching hot day. You didn’t bring enough water and now you’re feeling really, really thirsty. It’s getting warmer. You notice your throat is now dry. Thankfully, you finally spot a sign for ice-cold drinks with an arrow pointing to a small hut. You walk over, buy a bottle of water and eagerly gulp it down. You then buy another bottle for you to enjoy on your journey home. You thank the vendor and head back.
That sign with the arrow, saying ‘ice-cold drinks’ didn’t feel like marketing.
It didn’t pester you, it didn’t bore you, it wasn’t dull and it certainly was not an unwanted interruption. It was exactly what you were looking for. And the vendor just sold a couple of bottles of water to a very happy customer.
You’re happy. They’re happy.
Everyone’s happy.
Also better than marketing
I recall walking into the study to ask my wife, (the author Sharon Bennett Connolly) if she wanted a coffee. I quickly noticed that she was listening to an interview with a musician, whose work she loves. He was talking about his new album and the inspiration behind some of the tracks. Like thousands of other listeners, Sharon was buying the album as he spoke.
That radio interview sure didn’t feel like marketing.
Sharon had been looking forward to the interview all morning. She was listening intently and enthusiastically as the musician spoke. He wasn’t being dull and she was delighted, after enjoying his interview and ordering the new album. The musician was happy having had a great interview and probably selling tons of albums. The radio show had just provided a great 30 minutes of entertainment.
Everyone’s happy.
And this is better than marketing, too
People like myself, who share our knowledge in a newsletter, on social networks, a podcast or whatever… we don’t need to market what we do. People hire us, knowing in advance what to expect. We simply make it easy to contact us and we keep being useful.
It’s a joy to share useful ideas. Our community gets some useful advice. Everyone’s happy. It doesn’t feel like marketing.
I don’t buy ads. I don’t network. I have never had, or needed a LinkedIn account. And prospective clients come to me, I never have to pester anyone, ever.
Here’s the thing: growing a business doesn’t have to be dull and uninspiring. It’s a choice. A really bad choice, but a choice nonetheless.
Now what?
Simple.
Follow your heart and follow your head
Follow your heart: if you dislike the prescriptive marketing crap that’s based around pestering, interrupting and irritating people, please stop. You won’t be very good at it and it will make you miserable.
Follow your head: if you want to thrive, you’ll need to replace bullshit marketing with something better.
The examples I’ve shared are all things that have been intentionally baked into the business. That means they’re not something you add to the business. They’re the natural consequence of their day-to-day workflow. And by default, unlike traditional marketing, these are non-prescriptive. I know from the work I do with clients, that your specific mix must be developed around you: your personality, your industry, the things that bring you joy, the kind of business that would inspire you every day and pay you a ton of money as part of the process.
That’s how to grow your business in a way that feels natural and authentic. And it’s how you create a business that thrives for you on every possible level.
IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!