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What is Authentic Marketing?

marketing Feb 12, 2021

In this week's blog, discover the essentials of Authentic Marketing - what it is, why it's important for you and your business and how strong authentic marketing foundations will have clients seeking you out.

The Struggle

Marketing and the ability to get clients is the bit I see women in business struggling with the most - even those who are amazing at what they do or have a fantastic product still struggle.

Marketing can definitely become the ‘black hole’ in your business - an area that sucks up all your time, energy and the will to carry on. It can seem overwhelming, never-ending and often very unfair when we simply don’t seem to be able to get the clients regardless of how good we are or how hard we try to find them.

In the business world, I ‘grew up’ in marketing - it was my favourite specialism in my business degree, it’s where my career began, and I was an approved advisor on the Government’s Growth Voucher scheme advising small businesses.

When you love something, and you’re good at it, it’s easy to assume that everyone else does too!

At first, I used to be so surprised when people told me they hated marketing. Now of course, I understand it’s just not ‘their thing’, that’s not what drew them into business. They just want to do the bit they love, and leave all this awkward marketing stuff out of it.

Then there’s sales - the bit that makes so many women feel awkward and pushy. Nobody likes to be sold to, nobody gets excited when they receive a pushy sales call, so why would we want to do that to somebody else? We didn’t sign up to become a salesperson. Rather than become somebody we don’t want to be, we’d rather make no money in our business - and often that’s just what happens.

The thing is, marketing and sales are the life-blood of your business - if you don’t have clients, you don’t have a business!

The good news

You’ll be pleased to hear there is a solution!

Getting clients doesn't have to feel a struggle when you have the right Marketing foundations in place.

Once you understand and build the right foundations taught in this programme, things will change.

Instead of spending every day worrying about where you next client is coming from - you feel a sense of inner peace and calm confidence that you’ll have exactly the number of clients you need now and in the future.

Instead of having the hassle and worry of spending your time trying to chase people for business - opportunities and client enquires come to you.

Instead of having to work longer and harder to get more clients, you can grow your business month on month, year on year spending less and less time on marketing.

Instead of feeling worried about coming across as awkward and pushy to make a sale – enrolling a new client feels easy and totally aligned with how you want to show up in the world.

Sound too good to be true?

Well, it’s not.  It’s what I do and experience every day, and what my clients learn to achieve too. 

When you understand what Marketing is and what it is not, when you get the right marketing foundations in place, you will be able to create a a marketing platform from which you can attract, engage and do business with your kind of people with greater ease.

Done the right way, through what I call Authentic Marketing, your Marketing will have a magnetic, inspirational impact in the world - creating what I call ‘attraction marketing’ – where you no longer have to worry about finding or chasing clients - they will be drawn to you.

The other brilliant news is through Authentic Marketing you and your business and are positioned as the obvious choice, the go-to person, the expert authority and you don’t need to worry about the sales. Sales become a natural by-product of productive marketing - no need to be pushy, awkward, cold calling or feel like you’re doing a hard sell.

So let’s look more closely at what Authentic Marketing is and demystify this part of business that has so many of us feeling overwhelmed, confused and lost.

 

The Art Of Authentic Marketing

Imagine Authentic Marketing this way...

Have you ever sat outside on a summer evening, after the sun goes down, and you're left to enjoy the warmth of the night and the sparkle of the stars?  Our back garden in Cheshire is my favourite place to sit outside and just 'be'!

I love the light cast by the garden lamp - all sorts of wonderful creatures come to dance in its golden glow, beautiful choreography of attraction and mesmorising movement from so many different creatures drawn from far and wide.

Even if I'd wanted to, there's no way I could have found this collection of creatures.  I could have gone out with nets and exhausted my days scouring the countryside trying to find them.

The chances of me spotting, let alone capturing, these same creatures in this big expanse of countryside would be pretty slim. I could have perhaps laid traps like honey pots or hung hundreds of big sticky fly-catching papers - this approach might have led to many captive creatures, but they wouldn't be dancing, they'd be drowned or stuck, and those alive certainly wouldn't have stayed with me to dance.

Business is a lot like this.

We all need clients, not any old clients we happen to stumble across, but the sort of clients who love and who need what we do. The ones who will come from far and wide to seek us out from the crowe, because of who we are and what we have to offer to the world. 

The ones who will stay in our orbit, enjoying the tone of our messages, the vibe and value that we give out, energised and inspired by the passion and purpose that lights us up.

We don't want to exhaust our days scouring the country in search of them, nor do we want to run around shouting at the top of our lungs to anyone who will listen to our calling.

If ‘selling’ is the final dance that takes place between you and the perfect ideal clients and partners - then Authentic Marketing is the art of creating the perfect stage, lighting and sounds in the way that only you can do, to attract the right blend of beautiful people who have been wanting and waiting to dance with someone just like you.

Authentic Marketing

Many people get understandably confused by the term marketing - they think it's selling, advertising or promotions. But it's not any of these. 

Put in its simplest terms, Authentic Marketing is the art of creating the right environment and conditions to connect with people who want and need the solutions and value you offer, in a way that feels natural, authentic and in flow.

You'll notice in this description of Authentic Marketing, I use the broader term 'people' rather than ‘clients’.  The reason for this is that Authentic Marketing is not just focused on clients. 

Marketing is also about marketing your business to ideal partners too, building strategic relationships to leverage your reach and impact through collaboration and mutually beneficial relationships.

In essence, Authentic Marketing makes marketing easy - easy to understand, easy to implement and easy to enjoy.

The three words I use to sum up Authentic Marketing would be:

1. Authentic Connection - being visibile and connecting with the world, your audience and your clients in an authentic and meaningful way

2. Authentic Relationships - building and nurturing authentic relationships based on the positive intent of adding value for others

3. Authentic Value - adding real value, in a way that plays to your natural strengths, expertise and the impact and difference you want to make in the world for poeple who both need and want what you bring to the world in only the way you can.

Next steps...

To discover the 5 essential foundations of Authentic Marketing that when combined successfully will have clients seeking you out, download my FREE Authentic Marketing Made Easy Checklist.

Authentic Marketing is one of the 14 Pillars of success covered in my book The Invisible Revolution - which I'm proud to say was listed in the Independent's 10 best business books written by women.  Join the movement of successful mums in business and get your 'Business School in a book' - click here to learn more about The Invisible Revolution

...also available on Amazon, Kindle and all good book stores.

 

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