The more attached we are to the results of our Marketing, the more inauthentic it gets.
“Results-driven marketing” eventually leads to manipulation.
If we “must” get a particular result, we become manipulative of others and the situation. And if the result doesn’t happen, we experience suffering.
Instead, when we focus our energy on inner-exploration and/or outer-service, then our marketing gets authentic. No matter the result, we can enjoy the activity. Our marketing becomes not only authentic, but also sustainable.
Let me explain:
Most marketing is tied to ROI (return on investment).
Marketing that is creative or innovative (by definition: doing something new) cannot accurately predict the ROI.
So there’s this illusion that you’re supposed to be able to Do X and get Y results. I send this cleverly-copywritten email and get $1,000 in sales. I buy $1,000 of Facebook Ads and I get $2,500 in revenue.
If you’re growing an authentic business, you know that it rarely works in such predictable ways.
You’re in business to express your soul and serve others’ positive transformation.
You’re not in business primarily to get money, right? (If you were, you should be in the finance industry instead.) You’re doing your business because of a calling. And, you know this:
If you’re faithful to your business calling, which includes serving others in ways they want, then healthy money is a natural result.
Yet when we start learning business and marketing from experts, they often assume that we’re in business primarily to make money. The way they get our attention is always something like “Get more traffic and profits!” and “Build a 6-figure income!”
They’ve made Money the God of their business. They’re doing marketing for the sales, not for the joy. Therefore, the mode of operation is manipulation. The natural result is cycles of short-term highs (when campaigns are profitable) and misery (when marketing doesn’t meet its intended results.)
If we learn marketing from them, we also become attached to results.
We start to see marketing as a means to an end. Marketing becomes a necessary evil, to build a business that we want.
Compromising your values isn’t going to build a business that really fulfills you.
I’m here to present a different path, one that feels true to my heart and perhaps will feel true to yours as well.
Just like business can be a calling, so can marketing be a soulful expression.
Instead of “do X so that you can get Y” (a means to an end), what if X itself was worth doing, regardless of whether you get Y?
That’s how I see “marketing” —when done authentically, marketing is an activity worthwhile in itself.
Authentic marketing is the intersection of the exploration of one’s soul and one’s genuine service to the world.
It is not “so that I can get more traffic and make more sales”… although that may be a result.
When you share your authentic expression in service to the world, others can sense your authenticity. That is where real trust begins to build. Trust is where sales are made.
Yet if you focus on the sale, you’ll eventually lose their trust.
So it’s really about where you focus your attention as you do your marketing and outreach: On the soulful expression, or on the results?
During the marketing itself: Be in the authenticity of exploration, expression, and service.
After the marketing is over, with some distance of time, we can then look at the outer results — how the audience responded — in order to tune our marketing intuition for better service of the audience next time.
When you are doing any of your marketing — whether it’s your article writing, your video creation, your webpage development, your email sending, your advertising design, your webinars, your conversations with prospective clients — may something like this be your inner mantra:
Bless and Let Go.
Be in service to your ideal audience, knowing that even your marketing itself is an offering.
Not that I’m perfect in following this principle. I write this as a reminder to myself. Neither are my clients perfect, but we are always aiming for joy.
I wish for all of us the ability to do our marketing from a deep place of trust, seeing it as work we do from an inner spark of joy, so that we can be joyfully sustainable in our marketing.
And if we are sustainable in doing the activity of marketing, it is inevitable that we get business results. Persistence truly pays.
Yet rather than persisting from a place of “hustle” (hardship), and “I’m only doing this as a means to an end” (necessary evil), let’s transform our relationship to the activity of marketing: make it worthwhile in itself.
Let marketing be an exploration of your authenticity, and a genuine offering of service to your audience.
Then, no matter what, you can enjoy your business.