Marketing. It’s a word that brings up an ‘icky’ feeling in most complementary therapy practitioners. Often it’s associated with pushy sales, inauthentic strategies and a loud resounding “I don’t want to do it”. But as you know, everything is energy. Marketing is much the same. The energy and intention you put behind your marketing strategy matters. Because at the end of the day, if no one knows you exist you can’t truly be of service, live your purpose and thrive in your business.
There’s a way you can market yourself that doesn’t see you having to compromise on your values. In fact, your values can be your biggest asset when it comes to marketing! It’s called Authentic Marketing and it’s totally a thing!
Consumers on the whole are getting more and more savvy. Most people are able to see through the smoke and mirrors of fancy marketing tactics and are very aware of when they are being sold to and how that makes them feel. This is a great thing for you! As a heart centered business owner you’re able to use your values and big beautiful heart to your advantage to show up authentically and honestly across all of your marketing touch points.
So, how do you market authentically?
1. Get clear on your why
“People don’t buy what you do, they buy why you do it,” Simon Sinek. One of the most profound and popular marketing strategist quotes of all time. It’s a philosophy you can use to help inform your marketing strategy. From the why emerges the how and what. Spend time to get clear on WHY you do what you do and then allow that to filter through your marketing touch points.
What does that look like practically?
- Write a WHY statement and feature it on your website
- Share your WHY in your social media bio
- Send a newsletter sharing WHY you do what you do to inspire and educate your clients on the beliefs behind the brand / practitioner they love
- Share your WHY as a social media post. This could be written or in video form. People love to hear your passion for WHY you do what you do.
- Allow your WHY to permeate everything you put out to the world. If it doesn’t, it means it’s not in alignment with where you are at right now.
2.
Define your values and use them as a way to further communicate your why.
This is an extension of your why. Values are a beautiful way for you to express your why in greater depth. Showing the integrity of your brand and helping your customers to get to know what you stand for. This helps to create and present your resonance to the world. So that you are attracting clients that ‘vibe’ with you.
What does that look like practically?
- Take time out of your day to meditate or do some sort of practice that makes you feel connected and clear
- Grab a piece of paper and write down a list of values. As many as come to you in the moment (hint: if you’re having trouble thinking of values you can google a list of common values for inspiration)
- From that list, circle 3 values that resonate the most deeply with you in that moment.
- Remember, your values will change over time so give this process a go every 3-6 months as a way to check in with how you’re showing up
- Write down your own personal definition of that value (don’t google this part!)
- Use this list of values across all of your marketing channels. For example, if you value honesty, write a post or blog about honesty, what it means to you and how you live it in your everyday life.
3. Only work with the mediums / marketing tools that feel in alignment with you and your business
Just because everyone’s jumped on social media doesn’t mean you have to do the same. Being ‘everywhere’ can be draining and not often overly successful. Instead of trying to be across every platform and every new platform as they pop up. Get clear on what marketing tools you like. This might be
emails, referrals, social media, podcasts, media interviews… and at the same time, listen to where your customer is. If ALL of your current clients have come through Instagram then it might be worth spending some more time engaging with it as a tool. But if you’re not enjoying it and you’re not seeing any return on your time investment then you don’t need to do it just because others in your field are.
This way you are working WITH your strengths rather than spending time forcing your energy into places it doesn’t want to flow.
The overall intention with Authentic Marketing is in the name, authentic! Show up as your authentic self across all of your marketing touch points and you’ll find that you begin to attract your ideal clients without wasting energy trying to do what you think you ‘should’ be doing. Be who you are, always. Your clients will resonate with your honesty and authenticity. And if they don’t, they are not your ideal client.
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Article written by: Emma Maidment
About the Author:
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Emma Maidment is a renowned, international yoga and meditation teacher known for her empowering and uplifting manner of educating, writing, and speaking. She aims to share powerful tools and techniques to help individuals’ reach their highest potential. Emma writes for the media and is featured regularly in magazines and wellbeing publications, speaks at events and facilitates corporate workshops sharing all things yoga, meditation and wellness. She is the co-founder of Flow States Collective and the host of The Flow Lane Podcast You can connect with her on socials @emmamaidment_ & @flowstatescollective |