“I hate marketing”, “I really should do some marketing”, “I just don’t think marketing is for me”, “I’m a linguist, I’m just not good at the business side”, “I know what I need to do in theory but somehow I never get round to it”. Ever heard any of these or said something similar yourself? If so, read on!
What makes marketing into such a big (negative) thing for so many people?
We all know the theory: marketing is essential for every business. It brings you new clients which makes sure that your business grows and thrives. Marketing is for your business what exercise is for your body. We don’t have to exercise, but if we don’t we’ll be unfit. It’s the same with marketing: if we want a healthy business we need to do it. Let’s draw another comparison: chores around the house. Probably not your favourite thing, certainly not mine. And we may put them off and put them off but eventually we’ll get round to doing them. For some people not doing any marketing really is purely and simply about procrastination. It’s just something they rarely make time to do. For many people, however, marketing isn’t simply a chore like the washing and ironing that they put off but do get round to doing eventually. Marketing is something that they don’t want to touch with barge pole. They may get as far as dipping their big toe in but then they get the barge pole out again and it’s back to square one. Ring any bells?
So what’s going on here?
Unlike chores which we may simply dislike, people tend to have a deeper emotional relationship with their feelings towards marketing. If you get round to other chores eventually but not to your marketing then this might be true for you. Let’s explore this idea some more.
So you know what marketing is, you know it’s good for your business, you’ve been to seminars and attended webinars, you’ve probably also read a few books on the subject but somehow this is the furthest you have got. Let’s take a look at why that might be.
When you think about marketing what emotions do you feel? If you’ve “simply” been dismissing marketing as something you just don’t like for a long time then you might need to sit quietly for a while and really listen to what your body is telling you. Perhaps you can relate to one or more of these responses:
- Fear of the unknown – What if nobody is interested in my services? What if everyone is interested in my services? How will I handle that?
- Lack of control – What if none of my prospects respond?
- Rejection – What if my prospects aren’t interested? What if they reject me?
- Lack of confidence – What if I’m not good enough? What if potential clients find out that I don’t have much experience? I’m not as self-confident as my website suggests, what if my prospects find out?
These are all viable and typical responses and they all stem from programmes which we have been running since early childhood. So the reason why so many people are unsuccessful with their marketing efforts is that although they are trying to implement tried and tested techniques, they haven’t started at the root of the problem. They’re trying to start somewhere higher up. It’s like spending thousands on renovating a house but not bothering to deal with the unsteady foundations or like trying to heal an illness by only treating the symptoms.
Ok so now what?
First of all don’t be tempted to run away from the uncomfortable feelings. Simply feel them and then start to examine them. Take them apart piece by piece and ask questions like “is this true for me now?”, “do I really believe this?”, “is this a likely outcome or am I simply making up stories?”, “is a rejection of my services really the same as a rejection of me as a person?”. This kind of introspection work can be extremely insightful. You may discover that some of the stories your mind is making up are pretty far-fetched and extreme scenarios. You can then start asking questions like “is this the only way I can see this?”, “what if I look at it in another way?”
Perspective is a powerful tool because your thoughts determine your experience. If you can be open to the unknown, do your marketing in good faith, focus on the possibility of creating new connections and finding new clients rather than on the potential for rejection and accept that you (can) have little control over the outcome, you will find marketing a much more straight-forward and less burdensome task which may still feel like a chore but will hopefully no longer be something you fear to such an extent that it paralyses you into inaction.
Photo credit: Leigh Blackall, flickr.com