| I was recently teaching marketing to a whole flock of | | | | say Yes, and if I don't, I say No. |
| spiritual healers at the University of Spiritual Healing and | | | | Marketing without the Jewel can feel manipulative, and |
| Sufism. | | | | "attractive" words often feel sleazy if your heart isn't |
| Now, these folks aren't slouches. Some of them are | | | | present. But, your Jewel solo without the safety of a |
| extremely successful corporate consultants, highly | | | | solid marketing message means that your customers |
| visible doctors used to addressing hundreds of people | | | | will melt away. |
| at conferences, a nationally published spiritual | | | | Connect to your own unique Jewel. Then craft your |
| weight-loss expert with a 100,000 clients under her belt, | | | | marketing message to help your best prospects feel |
| and a variety of other practitioners, all of whom have | | | | seen and safe, so they can trust the natural attraction |
| had a certain amount of success on their own. | | | | in their heart. |
| Yet, even these folks, many of them, when confronted | | | | Your marketing? Keys to Safety Marketing: |
| with trying to fill their own workshops we assigned | | | | - The biggest thing that creates safety in any situation |
| them for homework, have been stumbling. "How do | | | | is when someone trusts that you know who they are. |
| you create marketing that can possibly explain spiritual | | | | If you don't know them personally, the next best step |
| healing in a way that will attract people in?" It's a good | | | | is to identify the Who and What of your target market: |
| question. But... | | | | Who: Demographic (observable characteristic) plus |
| The truth is: you can't. No description of what you do | | | | Psychographic (belief or internal identity) |
| can ever do it justice, and it certainly can't attract | | | | What: The problem |
| people in. But that's okay, because your marketing | | | | Example: Homeowners (demographic) who care about |
| language isn't there to attract people in. So forget | | | | the environment (psychographic) who want a beautiful |
| about trying to attract people with your words. I'll tell | | | | garden that doesn't take a huge amount of water to |
| you what you will be doing with your words, in just a | | | | keep alive. |
| minute. | | | | A brand-new landscape designer who used a line very |
| First, understand that the main attractor of your | | | | similar to this in a party left that evening with three |
| business isn't even directly visible, because it's the | | | | new clients, effortlessly. Her Jewel was attractive- the |
| Jewel in your heart. I know it sounds woo-woo, but | | | | Who and What helped them feel safe enough to hire |
| haven't you had days in your business when you felt | | | | her. |
| great, full, generous, and business flowed in seemingly | | | | - Answering unasked questions |
| out ofthe blue? And haven't you had days when you | | | | Put yourselves in the shoes of the prospect, and see |
| did everything "right" but you felt a little off, and nothing | | | | things from their perspective. Then, list all the questions |
| seemed to work? | | | | that would come up for them about your own |
| That's your Jewel in action (or inaction). Your Jewel is | | | | business. You may be surprised that issues that seem |
| the unique quality in your heart that makes you, and | | | | very tangential to your product or service may be |
| your business, magnetically attractive. | | | | very important. |
| An example from one of my workshops: a participant | | | | For instance, in an ad for a yoga studio, it never made |
| sunk into her Jewel through my guided exercise | | | | clear what to wear to the first class. Do you think |
| "Unveiling Your Jewel." When she 'clunked' into it in her | | | | someone might not drop-in as a new yoga participant |
| heart (you know that feeling -clunk- when you are in | | | | because they don't want to look foolish in front of the |
| yourself deeply), and spoke from there, we all felt | | | | other Yogis and Yoginas? Answer as many of these |
| tears in our eyes. I looked around the room and | | | | questions as possible in your marketing materials, to |
| everyone was on the edge of their seats listening, rapt, | | | | help people feel safe. |
| physically leaning towards her, and ready to buy and | | | | - Tell people what happens after they buy. |
| send her referrals. | | | | Asking people to buy, without telling them what will |
| And she hadn't spoken one word of "sales" pitch. Nice, | | | | happen next, is kind of like leading someone up to the |
| huh? | | | | door of a party where they don't know a soul, and |
| So what are the words for? The words are there to | | | | asking them to open the door and step inside. No way! |
| create safety. Here's the process: Someone feels the | | | | First, I want to know who is on the other side of the |
| truth and guidance in their heart to do something- take | | | | door, what kind of a party is it, is there food, is it formal |
| your workshop, buy your oatmeal, hire you for the job. | | | | or informal? Is it a birthday party and is a gift |
| What happens next? | | | | expected? Without these answers, most people, |
| That's right, they doubt themselves. When have you | | | | feeling even slightly shy, won't open the door. |
| ever trusted your heart on a big decision right off the | | | | These are just a few pointers, but put into action, along |
| bat? If you are like me, it's fairly rare. First I get a hit | | | | with your connection to your Jewel, and you will have |
| "Yes, that's right." Then I think about it and doubt | | | | a lot more people feeling safe enough to buy from |
| myself, "Maybe I'm not right." Then I come to a | | | | you. |
| decision. If I feel safe enough to trust my guidance, I | | | | |