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