I’ve noticed that many service providers who consider themselves “spiritual” often toss their spirituality out the window when it comes to marketing.
For example, when they’re taught to use a sales/conversion funnel, they feel like they “have to” use it, even though it feels contrived and manipulative to them.
I say there’s no need for a sales funnel.
Holistic practitioners know that deep change is a long-term process, and yet in their business, they sometimes try to force short-term results with actions that feel disconnected from their deeper values.
When we strategize from desperation, we’ve lost our way.
Our higher self, our conscience, is continually calling us to purify our intentions.
But what does that mean for our marketing?
This means if we are intending to serve our audience with free content… simply to serve them, rather than thinking “I must make them join my email list first!”
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, versus our actions of wanting something from our audience.
“But this is business… not a charity!”
I’m not asking you to give everything away. A business sells things, and grows an audience to be able to sell things to.
Yet even in selling, our intention can be pure.
Do we really believe in what we are selling? Do we believe it’s a great fit for the audience? Are we excited about the pricing: believing that it’s a really good deal?
If yes, then why not sell with gusto, and with joy?
The more we truly believe in our offer, and how well-matched it is for our audience, the more we sell from a pure intention of “I believe I understand what you want… and here it is!”
If your offer is a match with what they want, your audience will thank you for it.
Haven’t you ever seen an ad for a product or service and thought: “Wow, I’m glad this product exists! This is something I need.”
Therefore, our continual work is:
- To care enough about our audience to talk with them, and discover more deeply what they want… and then use that understanding to create aligned offers.
- To care enough about our clients to improve the effectiveness and experience of our offerings, therefore creating genuine 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. These actions will purify our intentions in marketing.
When you give content purely as an authentic, service-oriented expression of yourself, you grow personally and professionally. It also tends to have the result of growing your audience in quantity (the number of fans) and quality (how well-matched they are for you.)
Some of them, without your prompting, will find your offerings on your website or wherever you’ve posted them.
At the same time, because you believe in your offerings, you also occasionally announce them, not disguised as content, but in an up front, fully transparent way.
You can post about 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 that we offer well-matched services & products.
Ultimately, purity in marketing is about bringing into our business more caring, more understanding, and a deeper alignment.
May our actions in business and marketing be wholesome and good for the soul.