Cultivating Pure Intentions in Marketing
Good for your audience, conscience, and business in the long-term
Why is it that we who consider ourselves “spiritual” sometimes toss our spirituality out the window when it comes to marketing?
For example, we are taught to use a sales/conversion funnel, and we feel like we “have to” use it, even though it feels contrived and manipulative.
I say no need for a sales funnel.
We know that spiritual growth is a long-term process, and yet in our business, we do whatever is necessary (disconnected from our spirituality) to try to force short-term results.
When we strategize from desperation, we’ve lost our way.
Our soul/higher self/conscience is continually calling us to purify (to simplify) our intentions and actions. What does that mean for our marketing?
In our content, this means if we are intending to serve our audience, just serve them, rather than complicate intentions with “I also want them to sign up for my email list.”
(This, by the way, is a message for me, too. I am still a student of this practice of purifying my own intentions.)
When intentions aren’t pure in marketing, our conscience feels it — there’s a conflict within us that weakens the potency of our message — and our audience feels that something is off… even if they can’t put a finger on it.
Essentially, there’s a disconnect between our appearance of being altruistic, and our actions of wanting something from our audience.
“But… this is business… not a charity!”
Yes. I’m not asking you to give everything away. A business sells things, and grows an audience to be able to continue selling things to.
Even in selling, our intention can be pure.
Do we really believe in what we are selling? Do we believe that the pricing is authentic? Do we believe it’s a great fit for the audience we’re talking to?
If yes, then why not sell with joy, with gusto?
The more we truly believe in our offering, and how well-matched it is for our audience, the more we sell from a pure intention of “I understand what you want… and here it is!”
And if it is a true match, your audience will thank you for it.
Haven’t you ever seen an ad for a product or service and thought: “Wow, I’m so glad this exists! This is something I need.”
Therefore, this is our continual work:
- To care enough about our audience to talk with them and discover what they are wanting at this time, and then match that with what we offer them.
- To care enough about our clients to improve the effectiveness and delightful experience of our offerings, therefore creating genuine client word-of-mouth marketing, and a deep belief within ourselves that our offerings are truly worthwhile!
These are not one-time actions, but continual practices that will keep purifying our intentions in marketing.
Having well-matched offerings will liberate you to focus more time on offering pure content.
When you give content purely as an authentic, service-oriented expression of yourself, you grow personally and professionally.
Another natural result is that you will grow your audience in quantity (how many fans) and quality (how well-matched they are for you.)
Some of them will, without your prompting, find your offerings where you’ve made them clear, e.g. on your website.
At the same time, because you believe in your offerings, you will also occasionally mention it, not buried in content, but up front, being direct.
You can announce your offerings from a pure intention of “I want to make sure my audience knows about this, because it’s such a good match for them!”
This is why it’s important to do the practices mentioned above: caring enough to get to know our audience more deeply, so we offer well-matched services & products.
Ultimately, purity in marketing is about bringing into our business more caring, more understanding, and a deeper alignment.