I very rarely come across entrepreneurs that love marketing. Most often, it’s a chore on your to-do list, or a nagging thought that accompanies you everywhere, everyday – you know you need to do it to gain clients or sell your product, but maybe it can be put off for just a little while longer.
What often stops small business owners from marketing, is the word marketing itself. For many of us, deep down the word “marketing” equates to “selling”. We don’t want to be perceived as pushy, in-your-face, annoying or needy. It feels stressful so we don’t do it. And when we do nothing, we get nothing.
One way to be more successful is to think of another word for marketing that reframes your current negative beliefs. When you market your business, what are some positive benefits you are hoping to achieve?
Perhaps it is “earning trust” or “making a connection” or “communicating a benefit” or even just “providing information”. If you come from a place where you are giving, instead of taking, what word or phrases comes up to replace “marketing”?
Notice if you feel differently.
If you come from a place where you believe your product or service is meant for an audience just waiting in anticipation for you (and isn’t that why you started your business?), then marketing is just a way to reach them.
Your product or service may change someone’s life. Don’t you want them to hear about it?
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies, which she's also using for her own bling flip flop company.
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