What Marketing Is Not

by Trish

Folks have emailed to ask how I can think marketing is boring.

“It’s not boring; it’s terrifying!” they say. “Talking with clients scares me speechless. I sound like an idiot.”

Another says, “I would rather just have the work; forget marketing for me.”

I was right there with them at the beginning of this business. Marketing was boring because I didn’t get any results. As when I talked to clients on the phone, I was freaked out.

What to do?

Study. How much time do you invest learning about how to market? How much time do you spend thinking about how you would leverage your experience into something of value for a client?

1. Start with Pete Bowerman (if you’re a corporate writer), Michael Port (if you’re selling services, including writing). I love Bowerman’s texts for their ease. Plus he’s the nicest guy you’ll ever meet. Michael Port has simplified authentic marketing down to doable steps.

2. For an even simpler start, try C.J. Hayden and her “Get Clients Now” program or Robert Middleton and his “Infoguru” marketing programs. C.J. is a fabulous resource. I used her program to start and then moved onto Middleton, Port, and Bowerman after I knew what I needed to do next. The key is to not let it get too complicated at first.

3. Decide where you are in the marketing process: most folks are at step 1, which is “filling up the pipeline.” This is web site building, direct mail, blogging, emailing, cold calling. More info can be found from C.J. Hayden in her Get Clients Now book.

4. Stick to one thing at first. Fill up your pipeline with C.J. Hayden’s book, write an ebook using Michael Port’s expertise, put up a web site with Robert Middleton’s help, cold call like Pete Bowerman recommends.

5. Then you can expand out later.

As for being afraid of marketing, we all are. It’s human nature to fear rejection, which is what marketing actually is in its roughest sense, but you can’t market without getting a no, even if it’s a lot of no. Marketing is a numbers game, really. Sure, there are marketers out there who can hit a yes on the first try, but usually that is after years and years of being told no (they never talk about that) and studying why they were told no.

Marketing is a business. Just don’t try and do too much at first. It takes time to get the hang of it. And trust me, if you just slow down and really apply yourself to it, you’ll make incredible progress fast!


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