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