EP89: Skills Part 5 (messaging)
Today, we will be talking about...
As you begin your journey to understand marketing and how it can be used in your mission to help others, remember - besides learning new things, you must also learn how to help others.
We live in a world, that is divided, and confused.
We all stand on one side of this great divide.
What we do…
And how we do it…
…those we wish to serve.
To survive in this environment…
You must attract those that presently, or will soon become advocates for your way of thinking.
While at the same time…
You must repel all others.
As one just starting in marketing…
You must optimize your budget as well as your message.
Your reputation, and your mission to serve others, are on the line.
Your message needs to be consistent with your values.
Here is why!
We are presently amid an election period.
Every message we see online, on tv, and what we hear on the radio needs to ring true.
There are people out there fact-checking. They are looking to see if a candidate is lying or not.
It matters to the country and the people they intend to serve…
And it will matter to those men, women, and possibly children you seek to serve as well.
Your words matter…
Your words can make a difference.
As you write and as you speak, keep that in mind.
Begin early in your career to develop a fine and upstanding reputation.
In the end, your reputation is all you have.
While you are sleeping, your reputation is either defending you or it is tearing you down.
This is true always, and for everyone.
But more so for those brave enough to put themselves in the spotlight.
Like marketers online.
Just like you.
This does not mean you need to be someone you are not.
It would be best if you strived to always be you.
Just be consistent in your messaging.
We see and hear from political candidates that say one thing to get votes, and later they say the opposite to get other people's votes.
This becomes confusing.
Marketing is no different.
Your audience wants to trust you.
And they can sniff out the truth.
Their bullshit monitors are getting very good.
Very, very good.
And for good reason.
For years, decades really, they have been lied to by people online over and over again.
Because it was easy to do, so early in online marketing.
There was no one to fact-check.
Gurus were appearing everywhere offering what seemed like a dream come true.
They offered the hope of quick riches…
They offered prosperity to those that wanted it…
…to those that did not want to work for it.
Do you remember – the “Push-Button” marketing tactics?
People became excited to transform their lives, with little or no effort.
And since there was now a market for quick riches, naturally it would become a product.
Mostly, though, it was a lie but it became packaged in a way that felt true.
It pushed many people's buttons.
It confused people.
But they were desperate to change their way of life.
So many of those people - maybe even like you and I - gave their hard-earned money to someone that promised more than they could give.
At least more than we wanted.
These people had begun their search for a dream life.
A life that they hoped would help them be who they wanted to be.
Some of them did find success. But most did not.
Those that did, recognized marketing for what it truly is.
So those that succeeded took the time and effort to learn.
(Something I would recommend to anyone wanting to begin working online.)
This world in which we live is already confusing.
Our message - your message really - should not be.
As marketers, we must be honest in our messaging.
The products we create must do what they are intended to do.
Think of yourselves as “doctors”, seeking to help others.
As such, you must also “do no harm”.
To the best of your ability, be completely honest with your messaging and with your products.
Preserve your reputation.
People are watching…
Make sure you, your message, and your products are delivering on their promises.
Share the hard truths - that your product is not going to help everyone.
That there are some people that “should not” purchase what you have for sale.
Tell them that.
Make honesty a part of your messaging.
You don't want everyone to purchase your course, product, or membership.
You want only those that stand to benefit from them, to do so.
If you are building your business, you need to build your list as well.
The only viable way to build a business and a list that survives…
…in today's modern and confusing world…
…is through honesty, empathy, understanding, and compassion.
Your audience wants what you have.
They need what you have to offer.
But you are invisible to them.
Once you know who you want to serve, you need to do your best to let them know who you are and how you can best meet their needs.
But, that is a topic for another day. (see what I just did?)
Today's podcast was all about messaging.
Unless your message is inviting and helpful you will struggle.
Take the time now to transform your message and your purpose.
You will be glad you did.
Until next week.
I’ll see you then.
Bye for now.
James "still writing & learning" Brown
P.S. - In the event, you DO find that once an episode has been produced and posted, that YOU really would like more information, just let me know. Use the Podcast Questions link, click on the link here. Or you can just leave a voice message here.