Conscious-enterprise principles take “business as usual” into a higher and more deliberate realm of envisioning, planning, action, and attraction. Conscious enterprise originates inside – within the entrepreneur and her vision for the enterprise (and lifestyle) – and radiates with deliberateness outward. The same is the case with conscious-marketing.
When it comes to marketing, what does “business as usual” usually look like?
“Business as usual” marketing might start with a clear vision, but more often it begins with a statement more like “This is what I do, this is how you’re supposed to market, so this is what I should do.”
From there, “business as usual” marketers might eliminate from their marketing list the tactics that involve things they’re uncertain about or uncomfortable with — say, writing or speaking or connecting by phone — and then shoot out mailers to as many people as possible, or attend a couple of “networking mixers”, or maybe even schedule a talk to a local association group.
And just as often, “business as usual” marketers feel like there’s something missing — something missing from their approach, and from the results they get from their marketing efforts. Usually, there’s a good bit of anxiety, too, over a general feeling that “I know I should be doing something else…” In these ways, “business as usual” marketing can be a bit mindless, and seem more than a little bit rote.
Conscious marketing, like conscious enterprise in general, gets a lot more customized and a lot more deliberate. In taking a more conscious approach to marketing, your strategy is rooted in your vision, and moves through a clear idea of who your ideal clients are and what, specifically, you offer (and how), and then activates and radiates via a carefully selected menu of marketing tactics and avenues in order to reach particular groups or types of people who can benefit — immensely — from your products and services.
Conscious marketing — and conscious enterprise — are ideally suited to big-vision solopreneurs and small-enterprise owners, because working consciously makes that all-important connection to the entrepreneur’s vision and motivation, aligns it with his or her gifts and skills and desired lifestyle (and work style/pace), and radiates outward with the intention of meeting ideal clients (and others) half-way. Marketing thus becomes not just “rote selling”, but actively and authentically helping your clients to find you.
Because of this connection to vision and inherent gifts and “distinguishers”, conscious marketing can also be a whole lot more fun — and much more effective in both cost and results.
Can Your “Ideal Clients” Find You?
For many solopreneurs and small-enterprise owners — particularly big-vision conscious-entrepreneurs — “business as usual” marketing strategy is a bit like wandering around a forest with neither map nor compass, hoping you’ll bump into someone. Results from such an approach can be both inadequate and unsatisfying.
Most big-vision, conscious enterprisers have very specific reasons they’re doing what they’re doing, and most have a certain way they believe it can and should be done. What’s more, conscious-enterprisers have particular inherent gifts and skills — some directly related to the product and service they offer, and some that one might consider “value added.” Combine this with the potential advantages of small, specialized groups, and you’ve got some powerful potential.
Unfortunately, many big-vision soloists and small-enterprise owners don’t know exactly what their unique gifts, skills, and other “distinguishers” are. Most aren’t familiar with the potential advantages of small-sized groups. Worse yet, most haven’t taken the time to identify and/or articulate a vision that can help define these distinguishers and create the plan to “radiate” that information to the very people that can be best served — their ideal clients.
So it’s no surprise that the actual marketing plan, if there is one, is haphazard, inconsistent, and possibly even at odds with the entrepreneur’s actual vision and desired work – and lifestyle. As the saying goes, if you don’t know where you’re going, you’ll end up somewhere else.
But the same is true in relation to the people who are trying to find you — the people who need and can be helped immensely by your products, services, and/or unique approaches or manner. If your “ideal clients” are trying to find you, can they do so easily?
Making it easy
Think of it as leaving a bread-crumb trail, or lighting lamps that will illuminate the path to (and perhaps from) you. Each “conscious marketing” bread-crumb, or lamp, will be easy for certain ideal clients to find, and will help to lead them to you for more.
Your ideal conscious-marketing plan depends completely on your vision, your inherent gifts and skills, your preferences, your goals, and who your ideal clients are. From there, you can very deliberately select marketing and outreach tactics that help to create a trail to and from you, so that your ideal clients will easily find their way to you when they begin looking.
The most effective conscious-marketing efforts will clearly illuminate your style, your uniqueness, your particular services and/or products. They’ll convey a sense of the “authentic, dynamic you” and make it easy for your ideal clients to say, “Yes, that’s exactly the way I want to feel. That’s what I’m looking for. That’s the problem I need help in resolving in the way that’s best for me.”
What does your bread-crumb trail look like? Are your lanterns lit? Are you making it easy for your ideal clients to find you? (Do you even know who your “ideal clients” are, or what your “ideal marketing” tactics are?) It’s a great time to find out the answers to these questions, and boost your conscious marketing power.
This article was originally featured at Ivy Sea Online and is reprinted with permission.