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