some you might not have thought to ask
Will going through this
process make me feel stupid?
idealistic people tend not to know or read much about marketing, and
many have a fear of it. And it doesn’t help that
people, especially teachers, feed their egos on the pain of
others’ lack of knowledge. It’s an
phenomenon. You too have probably done it! I try my
not to; also, I am very clear about the fact that you are not
“less than” just because you haven’t
figured out this
information on your own. You probably haven’t
it, because it’s not your field. I didn’t
stuff before I encountered it, and the process of learning it has never
been humiliating. My clients have almost always found it exhilirating
and fun. And finally, we are co-creators, each playing his/her part, to
make your business thrive and bring your gift into the world.
it take a lot of time?
It will take 10 hours maximum, and a bit longer if you choose to make
use of my proprietary tool. We can do optional extra work for
extra benefits, but the %60-%85 reduction in inefficiency will only
take 10 hours of my time and only three or four of yours.
you can save 3 or 4 hours in the first month you don’t have
exert yourself marketing yourself.
I still have to spend hours putting up flyers, typing on chat boards,
blogging, writing articles, and hauling myself to networking events?
If you marketing is 3-7 times as efficient you can do that stuff %66 to
%85 less. If you’ve been marketing yourself just a
that may be enough to go from one client a week to a sustaining
practice in just six months.
You’re using Ron
Richards as an example of someone who gets the kind of results
you can get, and he claims to get you 2-5 times the business.
works with technology companies. Surely what he does only
with profit-driven, non-green businesses, right? And those
companies lie, manufacture a sense of scarcity so that they can sell
their products. I want to make a positive change in the
world. Can I possibly benefit that much from this?
You can benefit as much relative to
where you started. You
won’t have the same wealth as those companies, but the
the aligning of your marketing and increase in its effectiveness, so
percentage-wise you are benefiting as much as they are.
If you truly have a high-quality
product/service, you can get enough
clients or customers without lying, intruding, or manufacturing a sense
of scarcity. There is a genuine desire in the world for the
beneifits you offer, so you only need to shine a light on this desire,
on where people have settled for less (in conventional medicine, in
energy-wasting technologies, in social fragmentation) and articulate
clearly the possibility you hold for meeting it. You can
your advertising to legal bulletin boards and community lists and still
get enough clients if each posting has substance. And lying
only hurt your business, even if you’re a tech giant.
Your experience of life, as an
idealistic soul, has probably conditioned you to expect your gifts to
be ignored. This is a big change.
I have to be a genius to understand this? Will I be sitting for hours
with my eyes glazed over, feeling nothing?
A) You are a genius. Everyone has genius. B) You
don’t have to be a genius at marketing, I believe that
parts you need to understand will all seem obvious in hindsight. C) I
am the most intense, “crazy,” bleeding-heart
radical I know
and I have found this information riveting to learn and deeply
fulfilling to implement. It’s psychology, poetry,
street-wisdom, commonsense, personal relating, and
think you will enjoy it.
But since I can’t know for
sure that you will, I can only say,
“if you try it and don’t like it, you can always
stop.” The brain likes to paint it as a permanent
you’ll get into if you take in new information, but you can
choose later whether or not you want to pursue it.
I have to do a lot of math?
No. Nothing beyond multiplication of decimals—and if
you’re really stuck, I can do that part.
track record do you have?
have worked with
fourteen clients so far--prior to working with my new proprietary
tool--and twelve of those fourteen have been
very pleased with my work. I have not yet shown the kind of
numbers I aspire to show and feel cetrain I can
customers by three to seven times—but I am doing that now
The proprietary tool I’ve mentioned has
a track record of 30 years success in a business that does not
advertise anywhere and is BBB rated, and is the epitome of being green
and holistic both.
must be some catch here, nothing in the universe is free.
Will I have to lose all my friends who feel threatened by my success?
lot of people
find this fear comes up for them. Obviously, if
they’re that jealous, they’re not real
Still, that’s not much comfort for the fear inside.
of all, you can usually count on at least some people to be
genuinely happy for
But more to the point, remember why you started this business or
project or practice in the first place—for your gift, your
envisioned impact on the world, your act of service.
not for ego. So not only aren’t you hurting those
“friends” by creating a success-facilitating
system, you’re heeding your calling with greater alignment
therefore are more likely to be of service to them.
are your clients?
engaging with the proprietary tool I have brought on one new
client. She is a feng shui consultant, and she is very
about the use of the proprietary tool. Before engaging with the
proprietary tool, I had seven male clients and seven female; four have
been of African ancestry, (which is slightly more than the percentage
in the general population). They are: a poet, an art photographer, two
life-coaches, a medicine man, an actor/producer, a spiritual community
organizer, a yogi planning to build a retreat center, an acupuncturist
and an organizer of a visionary academic conference.
a holistic, non-linear person. Doesn’t this
require me to squeeze into a box for it to work?
don’t squeeze people into boxes. My approach is to
rather than prescriptive:
I don’t tell you what to do, I just tell you what will
higher numbers of responses. You may not want to use the most
effective marketing (by numbers) in favor of using something that suits
your non-linear style more, or brings you only a certain kind of
client, or gives you a break from clients. That’s
perfect. I’m not trying to change you.
pretty non-linear myself.
you a weaver of illusion—aren’t all marketers liars?
and if you read Seth Godwin’s book (All Markters are Liars)
you’ll see that he doesn’t really mean that either,
it’s just a title to get your attention. I market
uncovering truth and getting the wording of it clear, not by
illusion. Most marketers do make use of transference
on to a person)—I avoid that, and also I’m an
before I’m a marketer. My approach is logical,
reality-tested, and demonstrable, so there’s no need to
overcompensate and get clients to “love”
success gurus you may have run across focus only on “change
thinking and you’ll get results,” harnessing the
transference in the process, since you’re supposed to keep
to the guru’s workshops and seminars. My approach
doesn’t really need you to change your thinking, and I
people are all doing their thinking just fine without my help.
success twice as scary as failure?
Many people do experience “backlash” and I have
Our culture has a deeply engrained idea that riches are evil: the story
is this, a poor man once went to a witch/wizard/genie who granted him
three wishes, and he chose to have riches, and then his uncle, wife,
and children all died in a horrible way and he inherited lots of
money. My marketing won’t make you that rich, nor
involve family tragedy. You’re a person
a wish for a way to bring your talents into the world, so
get a very different result from those stories. The fear of
cultural attitudes like this one are engrained in us at a deep level
and may be challenging to dislodge.
But again, remember why you’re in business—your
passion for nature, your love of community. You want others
benefit the way you benefited from your teachers, healers, heroes, and
inspirations. Yeah, it’s scary. You may
need to set
aside some time for grieving when you get successes, but if
you’re going on your soul’s path you’ll
What if my acupuncture skills/green idea/community building skills
aren’t good enough/green enough?
tools I have to give you can also help you think of ways to improve
the level of your service. You can learn about non-obvious
that you can add to what you’re doing, many without a lot of
effort, that will leverage the impact you can have. For
if you’re a holistic healer, you might invest some time in
session to really establish concrete,
measures of the changes occurring
in your client. I have only been to one holistic healer who
really did this, and it made a huge difference. (Maybe the
could tell just from my pulses, but they never told this to me in a way
that I really got—like showing me a chart of how healthy I
been week by week and giving me a sense of where we were
Richards talks about “removing poison
language”—isn’t this focusing on the
That feels punitive and shaming.
I only describe, I don’t prescribe. And you can
poison language as pesticides—everybody’s been
for many years, no judgments there, but there’s a better way,
they do turn your customer off. An example of some useless
language would be hype: "best green product"; another would be
platitudes: “friendly and affordable
acupuncture”—both of these adjectives only make the
automatically, “I should hope so!” They
really handle the reader's fears of needles, the fact that insurance
covers pills but
not acupuncture, etc. “Friendly and
isn’t adding anything, it’s just taking up space
that could contain real information.
But I am not going to look at your ad and say, “This has to
gotten rid of.” My approach is first to face the
of coming up with something better, something you and I both like, and
then to have you feel so much better about the new thing that you
really want to use it more than what you had before. And
ultimately it comes down to trying it out in the real
world—and seeing what makes your
numbers go up and what doesn’t.
“market testing” and “customer
the most important element in marketing approaches like this one, and
don’t those cost thousands of dollars?
other marketers (Rich Harshaw, Ron Richards, etc.) don’t make
use of the proprietary tool; and
also there are work-arounds even without it. You may not have
money of the big guys, but you have a lot of social capital.
can help you figure out how to use it maximally.
save us both time, and to know for sure if you're a case I can get that
kind of results for,
please take a look at the free questionnaire to
learn if I am a match for your needs. YOU WON'T HAVE TO GIVE
YOUR NAME OR CONTACT INFO to fill out the questionnaire, and it only
has six questions. It may take you five minutes to look up
answer to one of the questions; I'm sure the total time will be no more
than seven minutes. Many marketers use their "questionnaire"
opportunity to stick you on their mailing list with out your permission
or with your grudging permission; I
absolutely don't do that and you
won't be asked for any contact info.
Or if you prefer you can send me your
URL or the proposed text of your site and I'll have a look at it.
And I still won't put you on my mailing list unless I'm
Thanks for reading, and I hope you've
found some of this useful.