Lisa Robbin Young

How is it that one creative entrepreneur can have "instant success" while another puts in years of effort with little financial success to show for it?

If that's a question you've ever asked yourself, you're gonna LOVE this week's episode! I've talked at length before about the myth of the big break, and the myth of "overnight success". I'll probably talk more about it in the future, too. There are different definitions of success, however, so let me be clear. Today I'm talking about financial success.

You can put in way more than 10,000 hours toward your craft and still not be financially successful. Even if those hours are "deliberate practice," there are a series of steps every creative entrepreneur must go through in order to turn their craft into a well-paying career. There are lots of options at each of those steps, so what you choose will likely look different than anybody else, but the steps themselves are static. Meaning, you can't achieve financial success until you accomplish these three things. Let Peter Gabriel, Dale Chihuly, Danny DeVito, and Thomas Kinkade illustrate:

The 3 Stages of Business Growth For Creative Entrepreneurs

This is one of the most interesting take-aways from the work I'm doing for my upcoming book. Every creative entrepreneur that finds financial success goes through these three stages of business growth. Every single one of them. Some move quickly from one stage to the next, while others struggle for a while at one stage or another. But every one of the creatives I've interviewed or researched (again, I say, EVERY ONE OF THEM) went through these three stages to achieve the financial success they desired.

Stage One: Find your real offer

What's that thing that you do best? Not "better than everyone else," though that can help set you apart faster. More like "better than anyone else in your circle of influence." You're not looking for the thing that only you can do. If you have that, cool, but so many creatives get hung up on being completely unique. It's actually better and easier to find the thing you do really well - even if someone else does it, too. Because then you can put your twist on it and still give people a point of reference. The point of reference makes it easier for people to relate to you. Being completely unique requires a lot of extra time and energy to educate your potential audience. Being similar, but different, makes it easier for people to "get" you.

Plus, when you're similar, but different, it helps colleagues and collaborators work with you, refer to you, and spread the word about your awesomeness. You're no longer an army of one, trying to do it all yourself. Instead, you've got a growing network of people that know you, like, you, and trust you, that want to collaborate, rather than compete with you. Collaboration makes almost everything easier, because you can share the load... something most creatives have a hard time doing, but when they do it, the rewards are often exponential.

Stage Two: Find your real audience

While it's fun to create for yourself, it's hard to make a living if you're not also creating for an audience. That doesn't mean selling your soul, being a "sell out", or taking on clients just because you need cash. Instead, it means interacting with your fans and followers, hearing their feedback, and responding to your audience in a way that works for you. It means cultivating relationships with people who appreciate the work you're already doing, want to see more of it in the world, and are willing to invest in your Great Work.

My first newsletter went out to 7 people, and I know at least one of those people is still on my list, some 10 years later. We've emailed, chatted on Facebook, and she's purchased from me a time or two. When she has something to say, I listen. I don't always agree, and I am still able to respect her thoughts and ideas. Sometimes I use them, sometimes I don't. I maintain creative control of my work, and I am not so arrogant as to think that my way is the only way.

Listening and responding to your audience isn't selling out, it's an act of courage that helps your business grow. (Tweet this!)

Stage Three: The right balance of systems and support

If I've learned anything working with clients in my Incubator program, it's that different creative entrepreneurs need different kinds of support. Some need very specific, detailed, step-by-step instructions, while others can do big things with a rough overview. One of my clients launched an online school (with two courses!) in less than a day, while another took weeks to build and implement a single marketing tactic. While the kind and amount of support you need may be different from the creative entrepreneur next door, you'll still need SOME kind of systems and support. Most of us need an email system. Most of us need some kind of time management and planning tools. You might need marketing support, or customer service support from salesforce admin, or social media support. The key here is to uncover what you really need and get it handled without over-systematizing.

Believe it or not, too many systems can be a bad thing, and yes, you can try to systematize too soon. I see it all the time. Systems and supports are meant to smooth things out. Yes, they can be bumpy at first, while you're ramping up, but if your systems and supports are slowing you down unnecessarily, then you've got too many - which can cause your business to struggle in an entirely different way.

Consider this your 3-year plan

It takes about a year of concerted effort to handle each of these. A year to hone your offer, a year to build your audience, and a year to get the right balance of systems and support. Can you shorten this time frame? Sure. Linears tend to over-systematize, Chaotics tend to be more focused on their offer, and Fusions tend to obsess over their audience (take the quiz to determine your type). If you can get out of your own head, or if you've got a team or a coach to turn to with expertise in these areas, you can shorten that window to as little as a year, maybe less. That also means a lot of hustle. Not everyone is cut out for that kind of hustle, and I don't generally recommend it, because of the number it can do on your health and well-being. But most creatives don't want to hear that it's going to be another three years before they're making good money doing what they love, so if you've got the bandwidth and the intestinal fortitude, go ahead and shrink that timeline. Just be sure you can manage it without burnout, or you'll end up in a start-stop cycle of feast and famine that could drag on for years (this girl speaks from experience, yo!).

What say you? Where are you at in this 3-year plan? Have you been bumping into walls for a while? What did you do to break through? Share your thoughts and ideas in the comments and be part of our Rising Tide!

Ready to get some support to grow your business? Enrollment for Accountability Club is now open, and we'd love to have you inside our hallowed halls!

Is Content REALLY King?

Back in 1996, Bill Gates wrote an essay for Microsoft insiders stating that Content was King – meaning that as the internet advances, it will be imperative to deliver timely, useful content in whatever form the platform demands. It was a statement so general that it easily became a meme for CEO's across the globe, and still lingers to this day as a key reminder that what you have to share better matter to the people consuming it.

If content is King, context is God. - Gary Vaynerchuk

Fast forward 30 years, and Gary Vaynerchuk offers this addendum: "Content is king, but context is God." He invites his audience to consider the medium and the platform as much as the content itself. Make sure that what you're saying and sharing makes sense in the context of how the audience is showing up. Don't start singing “Figaro” at the top of your lungs during a dramatic reading of Hamlet, for example.  Don't sell tickets to your event at someone else's grand opening.

And yet, that's exactly what so many marketing messages do today. They interrupt us. They try to “grab” our attention. There's nothing subtle about them – which makes us feel slimy, smarmy, and out of integrity if we feel like that's the only way people will buy from us.

"Hey! Buy  my stuff! It's on sale for hella cheap!"

"You'd be crazy not to buy this RIGHT NOW!"

"We interrupt your Facebook feed to bring you this useless advertisement..."

But there's a better way. One that keeps us in integrity with our values and still invites our audience to invest with us. One that still puts money in our pockets, pays our bills, and let's us be a force for good in the world. You can use  it on any social media platform, in your email, and any other place where you might find yourself using marketing messaging on a regular basis (during the merch pitch at your concert, perhaps?)

By paying attention to the context of your audience – and providing content that meets them where they are at – you can draw them in – lead them through an experience that makes them eager to say yes to your offers without feeling like they've been marketed to.

Your content calendar

There's a difference between an editorial/content calendar and a marketing calendar. Editorial calendars support your marketing efforts. So once you know what you're promoting at different times of the year (your marketing calendar), you can set themes and develop content that supports your promotional efforts. If you're not developing content, you probably don't need an editorial calendar.

That said, most of my readers ARE creating content – shows, videos, blog posts, sales presentations, classes, etc. And you're not just creating content for the sake of producing more stuff. I believe that you're hoping that content will ultimately lead to more sales of your stuff.

Not every piece of content needs to be for marketing purposes.

I recognize that there are times when content creation isn't about a set agenda – we post pictures on instagram about our recent trip because we're excited to share our adventure, not necessarily to sell our latest offering.  But when you are creating content for marketing purposes, it's important to remember the journey your customer takes in order to decide to buy from you.

How buyers decide to buy

Most collegiate business textbooks outline the stages of the consumer buying process. It looks something like this:

  • Needs reocgnition
  • Search for information
  • Evaluate solutions
  • Choosing and purchasing

This means that, you can use this process to generate your content.

For example, if you sell coaching, chances are good potential clients might not know they even need coaching. So trying to offer a coaching service to the uninitiated might not land well. You may have created an amazing offering, but if your audience doesn't recognize they have a need for coaching, they simply won't buy.

How to use content to attract buyers to your creative business

Educating the buyer around the problem has to come first. This is email-level and blog post-type content. This is awareness-building content. It's early stage content for your launch sequence. People have to know they need what you offer before they're going to buy, and your emails, newsletters, and social media posts can go a long way toward building awareness for your solution.

But you can't stop there.

Because even after they recognize they need coaching, why should they choose you? After all, there are plenty of options out there, right? So now, they're going to start investigating options – unless you've already laid the ground work for them that YOU are the only game in town. Quality content helps position you above other options.

Positioning yourself as the go-to choice is the early to mid-stage launch content, your opt-in content, and the opening of your sales and marketing materials. This is where you get to remind people that "yes, there may be lots of options out there, but this content I'm sharing with you now illustrates why I'm the best choice." And if they're still not convinced? That's where you take things deeper.

The more you personalize the content, the more they feel like you get them. Webinars, live streams, teleclasses or one-on-one sessions - any ways you can interact directly with your potential buyers are going to not only position you as the go-to person, it's going to elevate your stature with your client. They've invested time with you, so there's a greater likelihood that they'll choose you when it comes time to buy. There are no guarantees, however.

Because once they've narrowed their choices, they've got to be ready and able to buy. My husband has known for years that he wants a Cooper Mini, but he's not in a position to buy. He's done the research, he's evaluated his options, he's even made a choice, but he's not buying. He's not ready. He's not financially able or willing to make the commitment to buy yet.

You are NOT creating content for that guy. Sure, you want to make a compelling case for buying with you, but your content at this stage should assume the sale. Assume your clients want to buy from you. At this stage, you're mostly re-assuring them that buying with you is a great value. This is sales-page level content, or evaluative consultations, where you make the recommendation at the end of the consult to buy from you. This is your call-to-action content.

However, all call-to-action content is not created equally, and customers today are more knowledgeable than before. As a result, the typical call-to-action triggers fail to achieve the intended results. It's a narrow line between creating a sense of urgency and being aggressive. Fortunately, a few SEO marketing agencies can help you create the right content to get that guy's attention and make the sale.

That's four distinct tiers of content and if you're launching 3 or 4 offers in a given year, that's 12-16 pieces of quality content that you can craft that directly tie back to your offers, leaving plenty of room in your editorial calendar for lots of other content that isn't marketing a specific offer.

And what if you don't "solve a problem"?

Every "problem" has a core solution of making someone's situation even better. So if you're a musician or a painter, it's the same story. How does your work make their life even better? Why do they need what you're creating? Why should they consider your offer over the offers of other artists or musicians? Macklemore still hosts an annual appreciation pizza party for his fans. What are you doing to create a community around you and your Great Work? Your content calendar can help with that.

Go back to the 4-step framework:

  1. Establish the need - use your content to show them how what you're doing has helped or inspired your other fans. Show and tell them how their lives could be even better when they buy your painting (or download your song). You could do this with a short fan video or an instagram photo of a piece of art you're shipping off to a client.
  2. Show them options - let them know that you're aware they have choices  (maybe even share a few with them), and begin to explain how what you do is unlike anything else out there. They're going to do some of this on their own, but if you help, you become like Santa in Miracle on 34th Street, who helps people find what they need (even if they can't get it from his department store). A simple way to show options is to share what you're listening to on Spotify, or links to other artists you admire (and tell people why you like it!)
  3. Reaffirm your difference - keep showing your awesomeness and illustrating why your offer is still the best choice. This is you, sharing content from your shows, your portfolio, or your studio, and letting people see how you make magic happen. Do a livestream and connect individually with your fans. Give them a chance to connect more deeply with you.
  4. Ask them to buy - this is the place where most creatives fall short, failing to ask and just assuming people will choose them. Assuming people want to buy from you is one thing, but it's meaningless if you don't offer the call to action to buy from you. It's not just saying "HEY! Buy my stuff because it's awesome!" It's reminding your fans that tickets go on sale next week, in three days, tomorrow, TODAY! - and sharing your enthusiasm about what it means for them (as much as what it means for you). It's inviting them to tell their friends, or bring a friend, or make new friends! Remind them why they want to be part of your community and invite them to invest in you.

There's nothing slimy or icky about reaching out with an average of 1-2 marketing messages per month, especially when they don't feel like marketing messages! And while you may condense your timeline to 1-2 messages per week during a marketing launch, you're still not making your audience feel icky because the content you're creating is actually helping them make progress toward their goal.

Want to know more?

I'm leading a call for my Accountability Club members and current subscribers at 1pm Eastern tomorrow. I'll share specific examples of content for marketing, and there's a Q&A session at the end. If you're already on my list, look for an email with details. The call is free to listen live, but only A-club members get access to the recordings. Learn more about Accountability Club and get access to all of last year's training too.

A couple of years ago, I was hired on as the Marketing Director at Heart of Business. It didn't last long, and yet a whole bunch of great learning came out of it (for all of us!). Mark Silver, the founder, and I developed a stronger friendship and keep respect for what we each bring to the table. I was VERY fortunate to sit down with Mark this month and chat about all things money - from the evolution of Heart of Business (and Mark) to pay-what-you-can pricing models and taking on clients that aren't a good fit when you need the money. All that and much more in this short, 40-minute conversation. SO delicious. Enjoy!

With all the tragedies and depressing headlines of recent weeks, it would be easy to close up shop, dig a hole, and hide yourself away for the rest of your life.

There's a lot of hurt in the world, and marketing your creative business might seem a bit - shall we say frivolous? - during these uncertain times. It doesn't even have to be a national tragedy. Sometimes personal tragedy strikes, too, and that can make it even more difficult to keep things "business as usual". Although, it might not actually be "business a usual" anymore.

Yet, it is precisely because of these times that we need you to keep showing up and keep sharing your Great Work with your world.

But how can you be a person of integrity and run a profitable, sustainable business at the same time?

This week's episode is my best attempt to answer that question with sincerity (and a dash of humor in the style of other Creative Freedom episodes). If you or someone you know is struggling to make sense of how to ethically build your business during these challenging times, this episode may help.

I've put myself in a potentially dangerous situation here by sharing from my heart like this. If you've ever thought about leaving a comment, please do it today, because this episode, more than any other I've created to date, needs your support. And frankly, I could use the encouragement, since this is a very sensitive topic. It's possible I've made a mess of trying to be helpful (it happens), but the only way I'll know is if you tell me.

I try to have fun in these episodes, so that, too, could be taken the wrong way. Again, your comments and ideas help open the discussion for everyone.

Just because others are in pain doesn't mean you can't share your joy. (Tweet This)

How have you weathered tragedy as a business owner?

Share your struggles and solutions in the comments, and let's be a rising tide for everyone!

I am a sucker for procedural dramas. Criminal Minds and NCIS are staples in my late-night viewing. My husband and I have sort of a "silent bet" running on each episode. The first one of us to figure out "whodunnit" gets bragging rights for the night.

Usually, it's me. Sometimes I get it wrong, which is usually when my husband beats me to the punch.

I've spent years getting to know people: watching them, learning from them, and paying attention to behaviors, body language, and contexts. And I have two kids - who are walking laboratories of human behavior. Paying attention to all kinds of people gives me an insight into how they think and how they'll behave in a variety of circumstances.

Getting to know your customer is critical.

You can't expect to consistently sell your Great Work if you don't know who will buy it (or why). You need to do something to get into your client's head and understand where they're coming from, where they're going, and why they'd choose you.

There are lots of ways to get into your customer's head, but a question I get asked a lot is "do I really need a customer avatar?"

Yes and no. It really depends on the kind of market you're trying to reach. This week's episode of Creative Freedom gives you some clarity on when an avatar is right for you - with a little help from Lionel Richie.

Ultimately, it's less about an avatar, and more about understanding your clients. Whatever method works for you is fine, just make sure you do the work.

You don't need a customer avatar. You just need to understand your customer. (Tweet this)

Need some suggestions on where to start? Here's another resource for getting to know your customers. I also teach more about this in the Creative Freedom Apprenticeship, which re-opens this fall.

Who Is Your Ideal Customer?

Share your thoughts and ideas in the comments . Who knows? Someone reading this may need exactly what you have to offer!

[First, an announcement: Congratulations to Jill Stodola, who won the random drawing for a copy of Nely Galan's book, "Self Made". Now, on with the show.]

My Aunt Sue was a fixture in my childhood. She was also somewhat of a role model for me. She was a federal employee, she had a social life, and she was an entrepreneur. She and my mom started a DJ service when I was young. I remember helping to carry milk crates loaded with 45's and LP's from the van to the venue. I'd sit in the back of the room while Aunt Sue tested the sound equipment and we'd play my own private version of "name that tune". She'd spin a classic from an era well before my time. After hearing a song only a few times, I was usually able to guess the song and often the artist, but rarely the year. I'd get close, but Aunt Sue could almost always stump me if she asked me for the year of a song.

Thank God the Internet now helps me find the dates for all the songs in my 300 Songs project.

When I was lucky, she'd play Paul Simon's "50 Ways To Leave Your Lover" - a song I enjoy so much, me and The Damn Whippersnappers played it at our first "Front Row Sessions" online concert. The song doesn't really offer fifty options, but Paul's list of tactics was so catchy and repeatable that you could get all the guests at the wedding reception to start singing along. It was mesmerizing to watch a room of random conversations stop and transform into a singular chorus of voices when Paul offered up his 50 ways.

That or Margaritaville.

But it was Paul, not Jimmy, who gave me my first understanding of the difference between marketing tactics and marketing strategy. I've invited him back for a "guest appearance" in this week's episode of Creative Freedom - where one man's bad sales pitch turned into a teachable moment for us all.

Marketing strategy is more than just a single tactic. It has to be, or it's not a strategy. (Tweet This)

Incidentally, Des, the amazing keyboardist from The Damn Whippersnappers has enlisted, and will not return from boot camp until October, just about the time our bassist, Owen, relocates to Nashville... which is where I'm headed, too. So there's a lot of movement happening in the coming months for all of us. Say a prayer, wouldja?

Be part of the Rising Tide!

Share your thoughts comments and questions about marketing strategies and tactics in the comments. What is working for you? What have you tried that didn't work? We'd love to hear from you!

Welcome to Day Four of the Creative Freedom Challenge. Here are links to Day One, Day Two, and Day Three so you can stay on track.

Today, I'm sharing an example of heart-centered marketing in action using what I call the "show & tell technique" It's a great way to bake the marketing right into your offering, and what better business to demonstrate this than a donut shop?

But I'm getting ahead of myself. First, let's talk baseball... sort of.

If you build it, they might come, but...

The movie "Field of Dreams" has been both an inspiration and a thorn in the side of creative entrepreneurs since its release in 1989. It's fun to fantasize about the throngs of people that will come to take part in and appreciate your Great Work in the world.

But what most people miss is the effort Ray Kinsella had to undertake before he ever made a dime with his ball field. In fact, he didn't even PLAN to earn a living from the field. He just kept hearing this voice telling him "if you build it, he will come."

(Notice, that little voice was only talking about one person? That's important to note.)

When many creative entrepreneurs first start out, they don't intend to make a living doing what they love, so this part of Ray's story is all too familiar for most of us.

Ray's neighbors in Iowa thought he was crazy when he started mowing down his corn, stringing lights, and building bleachers. MONTHS went by before Shoeless Joe appeared in the field (the first ghostly ball player from beyond the corn).  It took even more time before enough players came to field a full team. By that time, Ray and his family were on the brink of losing everything. It's not until Ray's friend and daughter tell him that he could sell tickets and "people will come" that Ray understands what he's created.

Is it a business or an expensive hobby?

This is the third issue I see so many creative, out-of-the-box entrepreneurs face in doing what they love and getting paid for it... they forget about the fact that it has to make a profit or it's not a business.

There's nothing wrong with plowing your cornfield under to build a ball field, just for the sake of having a ball field. But if you don't want to lose your farm, you need to find a way to make a living from it.  And I don't mean squeaking by. I mean a profitable, sustainable living - without selling your soul.

You've got to let people know what you're up to. You have to be willing to put in the effort (and use heart-centered marketing to tell people about it), in order to see real, lasting results. Sure, there are folks that will think you're a little crazy - they said that about Lady Gaga, Steve Jobs, Thomas Edison, and a host of other out-of-the-box entrepreneurs, too! But if you're doing your part to let people know about what you've built, the right people will find you.

And they're going to LOVE you.

But what do you say? How do you tell people about your Great Work?

Smart, authentic selling isn't about pushing anyone or being slimy. Authentic selling is part of heart-centered marketing. It's the part of the conversation where you share your story about your offering with the people who most need or want what you have to offer.

The 'Show and Tell' Technique

You don't always have to tell the story. Sometimes, you can show it. Remember show and tell time at school as a child? I was always bummed when I forgot to bring my thing to show. Telling is fine, and I'm a pretty good talker, but when you can show - when people can experience your Great Work in a context that amplifies the meaning - it's a lot easier for people to say yes.

When I used to make and sell candles, we would regularly do craft shows where we weren't the only candle maker at the event. Sometimes, we had to compete with corporate competitors, too. Our display stood out because we used our vertical space to elevate the fragrances and make our little booth look more like a shop than a table of crafts. People could see us from across the room. We used twinkle lights to create motion and catch the eye. In short, we did everything we could to show our product in the best possible light (no pun intended).

It doesn't matter what your Great Work is. The more you can show (create an experience) the easier it is to sell.

Cops and... doughnuts?

copsdonuts

A couple hours from where I live is a place called Cops and Doughnuts. When the Clare City Bakery was about to go belly up, a group of local cops bought it and transformed the little bakery into a mouthpiece for the community. The entire shop has a law enforcement theme (here's my "mug shot" from one of my multiple visits to the shop). The staff dress like convicts, the bathrooms look like jail cells (it's a poster they hang on the doors), and the cops wear their police uniforms. They've been written up in national publications and people come from all over the world to visit their little bakery and try one (or more) of their tasty pastries. It's quite an experience!

When you walk in, there's a huge display case with all kinds of interesting treats (including a cream-filled maple bar that's topped with bacon - no kidding!). The cops will interact with you, ask you questions, and make you feel welcome. They might even take a video of you singing and post it on their social media channels. They'll tell you about their different doughnuts and help you decide which flavor is right for you.

It's so much fun, and you never feel pressured to buy anything. Just helpful, engaging conversation about buying (and selling) coffee and doughnuts at the Clare City Bakery.

Show and tell at its finest.

What would happen if the employees dressed like every other doughnut shop employee? Or what if the cops put a curtain in front of the display case? How would you know what they've got to offer? Sure, the sign says "doughnuts" but most people want to know what options they have before they buy. I don't know many folks who walk in and say "Gimme a dozen doughnuts. Surprise me."

Smart, authentic selling shares the real you (warts, sparkles, and all) and removes the curtain from your display case so your potential buyer knows what you offer and how it can help (or delight) them. 

It's not always about "solving a pain" - although I suppose if you're REALLY craving bacon you might make a case for that maple bar. As a musician, my music can inspire people and create delight. Some of my most viewed YouTube videos are my musical mashups - fun, funny parodies of popular music. It's not solving a pain, but it's definitely serving a delight.

What kind of experience are you creating?

Kind of like the doughnut shop - or "Field of Dreams" - it's up to you to educate people about how you serve them - about the experience you provide for them. Whether you're solving a pain or bringing them joy, be honest, authentic, and REAL with them by sharing the stories of your products and your company.

The best way to build a profitable, sustainable business doing what you love is to be yourself. Use YOUR words, tell your stories, and share your vision for what you're creating.

When you do it (and keep doing it, via heart-centered marketing), the right people will come.

Today's Assignment

Today, spend a little time thinking about your stories. What made you decide to start doing this thing that you love so much? How does it help (or delight) people? What kind of people does it help (or delight)? What stories do you have from your current customers that put your company or offering in a positive light?

Start thinking about what words you would use to tell these stories. Write them down and start practicing them. These stories are the threads that become the beautiful tapestry of your business. Stories sell. The better you get at telling (and showing) your stories, the more of your right people you'll attract.

Welcome to Day Three of the Creative Freedom Challenge! Catch up here: Day One | Day Two

One of the most important first steps for a creative entrepreneur to make is getting clarity - around what really matters to you and making the transition to doing more of your Great Work in the world.

Today, we're looking at another big problem for creatives that want to make a good living doing what they love: confidence. Specifically, the confidence it takes to share your Great Work with the world.

Yes, we're talking about marketing, but it's more than that. It's being willing to step out of the vicious circle that keeps you from making progress and seeing sustainable growth in your business.

Artisan Trap

The Artisan Trap
So many creatives fall into what one of my clients called "The Artisan Trap". Les McKeown, former client and author of the book "Predictable Success," describes The Artisan Trap as a time when the entrepreneur focuses almost exclusively on bringing in sales, and then switches over to fulfilling the orders... which causes sales to stall because you're not "out there selling".

According to Les: "It becomes a vicious cycle of selling and delivering that prevents the business from growing."

Many creative entrepreneurs tell me that they "don't like sales" or that "doing marketing" turns them off. They'd just prefer to do what they love and not worry about "the selling part."

I get it. You may recall the line from Glengarry Glen Ross: "ABC: Always Be Closing." That feels manipulative, slimy, and not at all in integrity with the way I want to show up in the world. If you're anything like me, you probably feel the same way, too.

Yet, without a clear marketing and sales strategy in place, it's hard to consistently reach your right customers. If you're still working another job, you have even less time to devote to creative or sales efforts.

So you end up "throwing spaghetti on the wall to see what sticks" until the orders start coming in. Then, with orders in hand, you stop "selling" and focus on delivery... until something else draws your attention (like when the day job calls again!). So basically, creative entrepreneurs that keep their head down and "in the work" never get their nose above water, and are constantly re-starting their business. They make stuff, they stop making so they can sell, then go back to making again once all their stuff is sold.

Vicious cycle, yes?

Plus, the idea of "closing" means the conversation has ended. It's over. There's nothing more to do. But I'm sure you'd like to do business with your clients more than once, yes?

That's why it's important to shape your marketing around who you are and what matters to you first. Otherwise, it feels slimey, sleazy, and you just won't do it.

Let's end this vicious cycle, shall we?

Heart-centered marketing isn't icky, slimy, or inauthentic. Done well, marketing is a conversation with your right audience, to help them understand how you can better serve them - and to help them say yes to your offers more easily if it's a good fit.

So, let's create variation on the "Always Be Closing" theme - a variation that most healthy businesses take to heart.

Always Be Connecting

If heart-centered marketing is about conversations, that means you've got to connect with people to have those conversations. So what if you looked at your daily tasks in a new way - what if anything that connected with a potential client was considered marketing?

Does that freak you out a little or inspire you?

Surveys suggest investing anywhere from 1-4 hours each business day doing marketing-related activities. That can sound daunting if you think in the "traditional" sales model. Instead, let's apply this new model of "Always Be Connecting" and see how it works.

I actually block out entire days each week as "marketing days" to focus on marketing-related activities. The key word is "activity". It's active. These are just some of those marketing-related activities:

* writing new content for my website
* recording new songs and training segments for my videos
* writing and sending my weekly newsletter
* connecting with clients and contacts in person, via email, or on social media

This list doesn't feel heavy, slimy, or icky to me. Some of it is even fun! These are authentic ways for me to reach my right audience, based on who I am and how I like to show up in the world. It's my way of sharing my Great Work with the world in ways that work for me.

Let's be honest about one thing, though: just because it works for me, doesn't mean it works for you. I love video, and you might hate it. That's fine. It's not about being everywhere. It's about being where YOU want to be, reaching your right people in ways that work for you.

If you believe in your message and your Great Work, there are people in the world that need to know about it.

Unlike "Field of Dreams" (a myth we'll bust next time), you can't just build it and expect people to come. Products and services don't sell themselves. Heck, even in Field of Dreams only one person came to the field! He's the one that told the other players to come check out the ball diamond (word of mouth marketing, baby!)

If you're not talking about your own Field of Dreams, who will?

Heart-centered marketing doesn't have to be a chore or a big to-do, but you do need to make time for it on a regular basis. And it can be in simple things you're already doing in your daily workload to connect with your right audience.

Otherwise, you'll be stuck in The Artisan Trap for life, which is no way to run a profitable, sustainable business.

Today's Assignment

Start looking for ways to make marketing activities part of your regular routine. Ask yourself these questions as a starting point:

  • Who can you introduce to your Great Work?
  • Who can you ask for help in spreading the word?
  • Do you have someone you need to follow up with? An email to send?
  • Can you engage your fans by sharing a sneak peek of what you're working on?
  • What ONE thing can you do today to "Always Be Connecting" in a heart-centered way?

Remember the list of non-negotiables you made. Make sure your marketing-related activities are in alignment and integrity with your non-negotiables. Then, share one of your ideas in the comments below and let's be a rising tide for everyone.

Speaking of "sneak peeks"...

I am about half way through my next book, and have started seeking readers to review the chapters. If you're interested, leave a comment or contact me and I'll get you more information on how you can be part of my advance reader team.

There are those who might scoff at me for calling out a guy like Lewis Howes. After all, he's a pretty good guy, he's got a new book coming out this fall (I've read the first chapter, and so far, so good), and the value he shares on his podcasts is life changing for many.

Well, I was watching him on Periscope the other day, and while I enjoyed his scope and what he shared, I really think he missed the mark when talking about his 5 "Must-Haves" for creating a powerful, irresistible personal brand. He focused a LOT on specific tactics, which I think can be useful - for the right people. But some people simply can't (or won't) utilize those tactics for various reasons. Which would mean they don't have the "must haves" in place for creating a powerful personal brand (according to Lewis).

So does that mean they are screwed?

Hardly.

This week, I'm calling out Lewis because I want to dig deeper, get under the hood and see WHY he's recommending those tactics - which clearly work for him at the stage he's at in his business and brand development, but may not work for you. What will? When we get down to the reasons behind the tactics, THAT is where the gold is.

I even invoke the names of a knight, a dead man, and Scarface himself to make the point.

We're getting serious in this week's episode of Creative Freedom.

My business as an example of a personal brand

What's my platform? This blog is my primary platform. I also have some social media outposts (like Youtube, where my videos are hosted, facebook, and twitter) that host or amplify my Great Work in the world. My music is also a platform to share my Great Work.

What's my credibility? I've been a creative artist and entrepreneur for over 20 years. I built one of the first-ever ecommerce websites (by hand) back in the 90's. I've helped hundreds of solopreneurs double or triple their income, clear their calendars and have more free time, and essentially build a business that gives them time and money to enjoy their lives. I've also worked with several best selling authors to increase their reach, enlarge their platforms, or develop new revenue streams. I teach what works because I've been in the trenches. I've been on stages, interviewed on podcasts, and yes, I have an international best-selling business book written especially for solopreneurs (and another on the way). Some people call that more than enough. Others, because I don't have a bunch of awards and media attention would say I've still got work to do. My clients, seem pretty happy, though.

Where's my social proof? I've got pages of testimonials for my products, services, and my book. I've been invited to guest post on various blogs, speak on national stages, podcasts, and interviewed on local television. I've got a modest, organic following of real people on social media. I have endorsements from best selling authors and high recommendations from my clients. Again, for some people that's plenty. For others, they'd rather work with someone that's certified as a coach, or has a litany of credentials. The question YOU need to be asking is "how much is enough?" - because "enough" is relative, and only your right clients can answer that for you.

My personal connection to my audience? Sure, I use video - but that's a recent development. Before that, I held teleclasses and Q&A sessions where people could ask me anything. I've done webinars, and  my newsletter has been going out almost every week for nearly 7 years now (I still have a few of those early subscribers on my list!) - and I respond personally to every email that's sent to me. I also use social media (Periscope, pinterest, and instagram are my go-to favorites right now) to connect with my audience and let them know me in a more personal way. Plus, every video in the 300 songs project begins with a story to give you an insight into me, the project, and the players who help me make the music so awesome. Connection is important to me.

My authenticity? I'm about as real as I know how to be. My brand is about showing up fully as yourself - warts, sparkles, and all. That means bad hair days, calling out minor celebrities, and generally telling the truth in love as I see it. Sometimes I'm wrong, and I own that. I try to create a judgement-free zone, and people who know me get that.

What does it take for YOU to have a powerful personal brand?

Did I miss the mark here? Is Lewis right? Am I wrong? Do you have your own take on what you need to build a powerful (profitable) personal brand? Share your thoughts in the comments, and let's be a rising tide for everyone. And if you know Lewis, tell him to stop in and share his thoughts!

Here in the U.S., it's almost Thanksgiving, which means, black friday, cyber monday, and a whole lot of campy, cheesy, in-your-face marketing to ply you into buying more "stuff" to make your holiday complete.

Blech.

It's one of the reasons I do an annual give-back campaign each November around the anniversary of my launch of The Secret Watch. Last year, we gave away over 1000 books. This year, we're doing a week-long event, so I can't wait to see how it all shakes out on December 1. You can learn more about the give-back event here (there are a few cool prizes I'm giving away, too!).

It's one way I stay top-of mind with my audience without the crazy "sell. Sell! SELL!" of the holidays. But this kind of marketing madness can happen any time of year, as this week's post proves. I managed to contrive a "reason" for having a crazy sale for every month of the year... and one heart-centered approach that works all year long.

The best marketing, regardless of the season, is caring for your clients. (click to tweet)

Side note: For St. Patrick's Day, I was trying to point out my green shirt, not my boobs. *sigh*

I hope you get a kick out of this fun little video. After you've watched it, I'd love to hear your ideas for heart-centered marketing during the holidays (at any time of year). Share your ideas in the comments so we can all learn a thing or two about marketing done right.