“Life Force Marketing” will be available on this website, and through Amazon.com, in May 2018.
Excerpt #1, from Step 5:
COMPOSE Your Compelling Stories
In his best-selling book Tribes: We Need You to Lead Us, prolific author Seth Godin tells us that marketing is “telling stories that spread.”
The phrase “going viral” entered our collective lexicon in the past decade, demonstrating graphically what it looks like when a story spreads.
Stories that go viral are those that inspire massive levels of interest. They come in many forms. Some are stories told in a largely visual form – a super-cute photo of a baby dancing or a hilarious cat video. They may be brief accounts, in words, of events we find intrinsically irresistible: a Facebook post about a good deed performed, a life saved or the unlikely athletic victory of an underdog.
We may not all have a story to tell that will go viral, but we do certainly all have stories to tell that can reach out to our communities and prospective clients. Telling these stories with imagination and an intention to engage others is a key to building prosperous holistic practices.
In this step, “Compose Your Compelling Stories,” you decide what you want to say to your prospective clients and broadcast to your community (whether online or off). You’ll learn about telling stories to help your ideal clients realize you are the professional they’ve been searching for, and doing so in a way that feels authentic and honest.
This is where your current understanding about what marketing is may be challenged in a substantive and comforting way. You will begin to see that learning to accurately speak and write about what you can do to help others is not only a marketing function, but also a part of the service you provide.
What kinds of stories will you need to support your marketing efforts?
Marketing copy is all the words and images you use in your web pages, brochures, social media profiles, etc. Those words and images have to come from somewhere, right? They will come from your efforts to communicate effectively with your Ideal Client. We will focus our efforts here on the words and leave a discussion of imagery to another day, another book.
“This is the first hoop you will forever need to jump through –
“Is what you’re offering relevant to my life? Does it matter to me? Should I be paying attention?”
Tad Hargrave, Marketing for Hippies
You’ll need more than one version of your story – in basic terms: an elevator speech, a one-minute conversation, and a series of leading questions. You’ll also want a business name and a story about yourself.
You will need to tweak these stories from time to time for different occasions depending on whether you’re being introduced to a group, attending a networking event, putting together copy for a brochure or web page, or any of the myriad other ways in which your stories will be used. However, for the most part, once you have an elevator speech, a one-minute conversation, a business name, leading questions, and a story about yourself — you’re off and running.
end of excerpt
excerpt #2, from Step 1:
ENVISION the Life You Would Love to Live
We start with a Vision because without it you’re a ship without a destination.
If your understanding of what you want to accomplish is vague, if for some reason you haven’t expended the time and energy needed to clearly define your Vision in living color, you’re operating at a grave disadvantage.
We begin, at Step One, with fleshing out your Vision for what you want to accomplish, the type of practice or business you want to have, the kinds of people you want to serve, what you want to offer them, the kinds of results you want to facilitate for them, the environment in which you will do this, and more.
It’s a fairly well-kept secret that having a splendid, technicolor, ‘felt’ Vision for yourself that thrills you to the very marrow of your bones is what provides the Life Force required for building and growing any enterprise.
We refer back to your Vision many times throughout your process of choosing, planning and implementing your choices of marketing avenues. As will be made clear as you read along, your Vision for the Life you want to live and the larger mission you have for your work will inform every marketing decision you make.
Moving forward without a vivid, heart-felt Vision is essentially a form of planning to fail. Without it, you lack the fuel needed to keep the warrior spirit alive as you craft your Life-altering business from the ethers.
And that’s why holistic marketing must begin with the development of a Vision that will guide and motivate you every step along the way to building your ideal practice or business.
Let me tell you a story.
In my 20’s I encountered my first network marketing presentation. I had been invited to a friend’s house to learn about a new business idea. I was, even then, sprouting entrepreneurial wings (although I didn’t know it yet). By far the most memorable moment of that evening was when someone flipped to a piece of the large white paper he had suspended on an easel and asked a very provocative question, “If money was no object, what would you do, where would you go, and what would you have?”
This was an Earth-shaking event for me at the time for the simple reason that no-one had ever suggested that I think so freely, imagine so boundlessly. Undoubtedly that’s why I remember it so clearly.
I’ve since heard many variations on this kind of question, each designed to stimulate thinking beyond our current personal paradigm.
One of my favorites is the oft-quoted, “What would you do if you knew you couldn’t fail?” This question stirs me deeply; I use it often to talk to myself if I notice that I’m dragging my feet or getting lost in uncertainty about what to do next. This brilliant question goes to the core of what stops many of us from reaching toward the stars — our fear that we will fail.
More recently I’ve learned a paradigm-busting question that I consider fool-proof in stimulating a grand Life Vision. From the creator of Dreambuilder Coaching, Mary Morrissey, this stellar query is, “What is the Life you would love to live?” I suggest you begin there.
Why is Envisioning Something We Postpone Doing?
In the past 10 years I’ve attended dozens of online courses, seminars, live events and symposia on topics related to growing a small business or private practice. In almost every one of those events there’s been some mention of Envisioning. Predictably, most people in the field of business coaching and mentoring agree that having a Vision is important.
Despite this almost universal agreement, I have noticed something ironic. Although each of these very fine teachers, leaders and speakers has a highly developed, well thought out, methodical and detailed curriculum — only a few give any serious attention to the Envisioning segments of their programs! It’s almost as if there’s an assumption at work, something like, “This Vision-Building stuff is something anyone can do, so let’s just get it over with and get to the hard stuff!”
This is an erroneous assumption because, sadly, for many people, Envisioning is difficult. As the influential author, Wallace Wattles, wrote, “There is no labor from which most people shrink as they do from that of sustained and consecutive thought; it is the hardest work in the world.”
I would add that when we’re trying to create a Vision of our possible future and sustain that Vision over time while the new circumstances unfold, it’s all the more difficult. I’ve witnessed first hand as talented aspirational people comment about how challenging it is to imagine a boundless future, and I’ve experienced it myself.
Some say they feel stuck in an old view of themselves that prevents them from seeing something more grand or satisfying in the future. Others say that Envisioning reinforces a long-held belief that they’re not creative, that they don’t have much imagination. Still others say that Envisioning something far outside of their current circumstances just seems like wishful thinking and so they don’t enjoy doing it. Some feel vaguely uncomfortable imagining their future but don’t really know why.
Because I understand that Envisioning is both profoundly necessary and, yet, often difficult and frustrating, I emphasize it in my one-to-one coaching and we’re going to go into it more deeply here as well. If you feel tempted to skip over this chapter, I advise you to re-consider!
First, I’d like you to know that it’s entirely possible to train yourself to become a more agile imaginer. I know you can do this because the imagination is much like a muscle — it benefits from frequent use. If you do two dozen biceps curls with weights, three times a week, your biceps will get stronger. That’s something you can count on.
The same goes with training your imaginative functions. It gets easier with practice.
So let’s do this together! I’ve put together 6 Key Elements to Envisioning that can help you create your very own techni-color inspiring vision of the practice/business you want to build.
Let’s get started! Introducing…
The 6 Key Elements for Igniting Your Powerful Vision
1st Key Element: ASK Provocative Questions
2nd Key Element: EXERCISE your Imagination by Thinking Bigger
3rd Key Element: DOCUMENT Your Vision
4th Key Element: SHARE Your Vision with Someone Else
5th Key Element: IMAGINE Your Success and Feel the Excitement
6th Key Element: TREAT Your Vision as a Living Breathing Thing
end of excerpt