There’s a moment of clarity that happens when you understand how to market your practice. You realize that marketing is part of serving your people. You understand that you are meant to help people in a profound way and that marketing is a natural part of how you get to do that. When you get that clarity, you can write your web copy and call your colleagues and put together your next speaking engagement with much less discomfort and stress.
Before you have that moment of clarity, marketing feels yucky. You feel like you’re trying to anticipate who everyone wants you to be so that you can seem to be that. That feeling reminds me of what Junior High was like for many of us. We ended up with some strange haircuts and fashion choices trying to figure out how to fit in. That picture shows me in 8th grade. Can’t you just feel my discomfort and awkwardness when you look at it? You wouldn’t settle for that feeling in any other area of your life anymore. Don’t settle for it with your marketing either. Stop putting anything out there that you don’t feel good about. Tell the truth in all of your marketing and be yourself.
I was working with a therapist recently who was writing the copy for her website. She was trying to describe what she does. She felt stilted and stressed out and couldn’t get the words out. Then I asked her to just tell me in her own words what her ideal client is going through and how she helps. I asked her not to worry about how she’ll write it. Then I started taking notes and everything she needed was right there. She shared her own personal story and the reason she does this work. She shared the way she helps people and why the work she offers is so needed. She described the feelings that her clients experience before they reach out for help.
Of course there was more work to do. We still did some editing and reworking of the copy so that it made sense to her potential clients, but the yucky feeling was gone. She no longer felt out of alignment with her values. She didn’t feel like she was trying to please everyone or fit in. She felt clear about what her marketing is FOR.
Here are some questions to help keep you out of that Jr. High feeling in your marketing:
- When you think about all of your marketing activities and materials, does anything make you cringe? (Stop them!)
- What is your big reason for wanting to do this work?
- What is the pain or hope that brings your clients to reach out to you?
- When you’re working with your ideal clients, what transforms for them?
Use those questions whenever you are feeling yucky about your marketing to get you back in touch with your mature and wonderful self.
If you need some help creating an authentic marketing plan, set up a consultation with me now.