Archive for marketing

The Message Beyond the Message

Why are you writing what you intend to write? What is its deepest purpose or essence? Why you? Why this piece? Why now?

It’s important to look beyond the surface. (I’m doing a marketing campaign, a blog post, a flash-enabled web site.) You may have reasons, but go deeper. Explore your project from the perspective of the heart. And by staying in the aware heart energy, you can access a deeper guidance and a deeper why. This is a process of deeper engagement to see what is there and also what is not yet visible. To read on the lines and between the lines. To hear the notes and the silence and space between the notes.

Sometimes, like my client Barb, a whole book comes as a download as a result of some dramatic trauma. Her book on grief spilled out over a weekend as she continued to heal from the loss of her life partner and sweetheart. For years after she wrote it, she reported, “I’d still cry when I reread it.”  The unacknowledged grief, the hidden and ungrieved grieving, creates a heavy load. We all encounter many losses in our lives. Learning to take the time to acknowledge and embrace every one of them is the dark path towards the light of healing. This is her message for her readers.

No matter how the message of your  brainchild/heartchild comes through — whether through a download all at once or a steady progress of creation — the book that encapsulates the lessons and insights makes up the heart of your message.

But for many, once that’s settled, it seems like that should be all it takes. You’ve gotten your message onto the page after all.

That’s not all. Questions like, “Now what? What’s next?” can be the biggest stumbling blocks. Because it seems like you should be done, but you are in fact just starting. What is your message without people to hear it and connect with it and you?

Your book’s message in itself is designed to  be of service to your perfect people, the ones you are here to help. Otherwise, you probably wouldn’t be here reading this. Service and contribution are things you think about. So the main message, your service and love is done.

In truth, the writing you do next is just as important as the writing of the main message in your book. This is the writing you do in service to the message you are here to share. These are the words that connect you to your people, the ones who have maybe heard similar messages before, but they will “get it” in a brand-new and deeper way from you.

You’re probably not going to want to hear that the writing you do in service now to your message probably wears the clothing of “marketing” and “sales.”  Too many messengers shy away from that part of the process. Keep in mind that you are still in service to your main message. This is the process of bringing it into a more public conversation.  At the same time, the marketing messages need to remain true to the heart of your  greater work. For most of us, it seems like a different kind of a thing — this marketing and sales writing.

In the spirit of the great duality on this planet, I say, “It isn’t different. And yet it is.” Both/And. There are commonalities between your message, mission, and book AND the writing (and talking) you do to share your message in the marketplace of ideas. They need to be of a piece.

But in some ways, the marketing message, which is what opens the public conversation, is even more important. It has to catch the hearts of those who can hear it from you.

Here’s one way to approach the marketing message of your message.

Think about it as a way you are opening the conversation. Creating the space for dialogue, back-and-forth, feedback, response. Marketing messages take a different kind of crafting, and you can do it — writing to sell without selling your soul or selling out your message. Once again, bring the heart energies to the task of shaping your marketing messages that will be in service to your book, your main message.

Use that awareness and care you have for the people who can only hear it from you in sharing the gifts and greatness you are here to give.

#blogboost

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Back-to-learning

September Greetings from your Write Synergies Guru!

In this issue:
*Blog Milestone
*Back-to-learning
*<Time Sensitive> Web Site Creation Workshop
Registration tomorrow!
*<Time Sensitive> Self Employment Telesummit
Starts this week!
*<Time Sensitive> No Cost Call for
Family Caregivers
*Tuesday Writing Circles

Blog Milestone
= = = = = = = = =

Just realized that my August 21 post,
honoring my beloved fur child, was my
100th post. Interesting milestone content…
Many thanks to those who have journeyed
with me on this path.

Thanks also to so many of you who
sent kind words on our family’s loss.
I truly appreciate your caring notes!

If you didn’t see my tribute,
you can read it here:
http://bit.ly/aIpY31

Back To Learning
= = = = = = = = =

Even if you think “back to school”
doesn’t apply to you, please reconsider.
If you need to write and are in business
for yourself, the opportunities to learn
and expand on your expertise and results
are a crucial part of growth and success.
As my mentors Judith and Jim like to point
out, you have to grow yourself in order to
grow your business. That is true for your
writing as well.

I so enjoy sharing resources, colleagues,
and classes that have had a profound and
positive impact on me and my work. I can’t
help but recommend these folks who provide
serious value. The  following resources
can make a difference in your business!

<Time Sensitive>
Christina Hills’
Web Site Creation Workshop
= = = = = = = = =

Doors open tomorrow morning for the famed
Web Site Creation Workshop with Christina
Hills. Learn more by reading at my blog:
http://budurl.com/aedp

Or go here to get on the early notification list.
(Early sign-ups are eligible for bonus gifts.)
http://thewebsitecreationworkshop.com/a/?af=976734

<Time Sensitive>
Molly Gordon’s
Self Employment Telesummit
= = = = = = = = =

Molly Gordon is starting her Self-Employment
Telesummit this week, and there’s still
time to register. The experts that she’s
gathered will help even the most reluctant
“Accidental Entrepreneurs” overcome the
fears around being in business while taking
focused action.

One of the big problems with
these kinds of group presentation events
is that they often end with information
overload. Molly is taking care of that —
by helping participants to integrate all
the great information from the workshops
via integration sessions that she will
facilitate.

(And YES! She is an awesome facilitator!)

Go here for info:

http://bit.ly/9LqIXT

OR if you’d like to read what I
posted on my blog, go here:
http://budurl.com/mgSETS

The Self Employment Telesummit is
designed by self-employed
people for self-employed people
to end the epidemic of
under-earning among heart-centered
professionals. Only
3 days left to sign up.

http://bit.ly/9LqIXT

<Time Sensitive>
Betty L. Smith’s
Free Family Caregivers Call
= = = = = = = = =

Author, coach and speaker,
Betty L. Smith, is one of my clients.
If you or any of your loved ones are
faced with the stresses of
being a family caregiver,
then Betty’s free call on Saturday,
September 18 at 9AM Pacific may be
a good fit. She is celebrating
September’s “Healthy Aging Month”
with a free phone call to help family
caregivers increase their health and well-being.

Go here to learn more about Betty’s
free call for family caregivers:

http://www.authorbettylsmith.com/caregivers-preview/

(To register for the free call,
you will find the sign-up box at the
bottom of that page.)

The above are links to resources and
colleagues who have made a difference to me.
Please explore their messages to see if
these are a fit for you at this time.
If you do choose to purchase, I will
receive a referral fee. Please understand
that these are people I really respect, who are
providing work that has helped me.  I
highly recommend them even if I didn’t receive
recompense.

Tuesday Writing Circles
= = = = = = = = =

Chicago-area writers!
(Write in the Garden, weather permitting!)
Gather your resources and start to share
the gifts and sacred stories that are
why you are here. I am offering an
in-person sacred writing circle for
an intimate group on four Tuesdays
(21 and 28 Sept; 5 and 12 Oct).
Cost: $125.
Email me for more details.

I help visionary authors and writers,
and world-changing soul-preneurs. You need to
connect to your tribes/communities with
WORDS — to share your healing
messages and stories so that people “get it.”

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Time Sensitive Self Employment Telesummit

Register now for Molly Gordon’s
Self Employment Telesummit

IT STARTS THIS WEEK!

Molly Gordon is starting her Self-Employment Telesummit this week, and there’s still time to register. The experts that she’s gathered will help even the most reluctant “Accidental Entrepreneurs” overcome the fears around being in business and take focused action. One of the big problems with these kinds of group presentations is they often end with information overload. Molly is taking care of that — by helping participants to integrate all the great information from the workshops via integration sessions that she will facilitate.

Go here for info:

http://bit.ly/9LqIXT

Only 3 days left to sign up:

The Self Employment Telesummit
Get over the hump from just-getting-by to shining profitability
September 16-October 1, 2010

http://bit.ly/9LqIXT

You’ve probably heard about the Self Employment Telesummit
by now. If you work for yourself and aren’t 100% happy with
how it’s going, it’s designed for you.

And it starts in just three days.

Working for yourself can be wonderful. You get to care for
your clients, your family, and yourself by doing what you
love. And, at its best, you have the flexibility and freedom
to keep growing and learning and loving.

To shine.

But self-employment can also be frustrating. If you’re just
getting by, you can feel discouraged. Your confidence and
motivation can take a nose dive. And it can be hard to tune
into your original source of inspiration.

And most business help is either too business-y or not
really practical.

The 2010 Self Employment Telesummit is different. It’s
designed to teach you practical, heart-centered techniques
and systems to improve your earnings and enjoyment. And it
has special features to minimize information overload and
maximize results.

************************************
The Self Employment Telesummit
9am to 12:30pm  Pacific time
Thursday & Friday, September 16, 17, 23, 24, 30 & October 1
All sessions recorded. To register:

http://bit.ly/9LqIXT
************************************

My friend and coach Molly Gordon has invited 10 of the best, most
heart-centered experts to teach you:

* How to be more visible and attractive to potential clients.
* What to do to turn potential clients into paying clients.
* What you need to understand about money in order to earn more.
* Why confidence and motivation are an inside job (and what to
do about it)
* How to organize your time for maximum productivity without
stifling creativity or spontaneity.

There are only 3 days left to register. ‘Nuf said.

http://bit.ly/9LqIXT

Cheers,

Bobbye Middendorf
The Write Synergies Guru

PS: Quick recap in case you’ve skipped ahead. The Self
Employment Telesummit
is designed by self-employed
people for self-employed people to end the epidemic of
under- earning among heart-centered professionals. Only
3 days left to sign up.

http://bit.ly/9LqIXT

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Charge What You Are Worth

Do you struggle with charging
what you are worth? I know I do.
If you’re satisfied
with what you are charging, then
stop reading right now. If not, then join
me. You, too, can be like a fly
on the wall. Read on to find out how.

My coach and colleague, Molly Gordon,
has invited premium pricing coach
Dave Navarro to discuss why it’s
so hard for artists, writers,
visionaries, healers, and other
Accidental Entrepreneurs to set and get
good prices for your work.
You offer transformation:
Now what’s *that* worth?!

It’s a touchy subject that goes right
to the heart of issues about money,
value, and self-worth. Without the
right price, you can’t have the
security you need to make your greatest
contribution to the world. Yet getting
to that price and naming it confidently
can be a real problem. That’s why
I’m so looking forward to this Thursday’s
free conversation.

[Ready for answers about your pricing?
Go straight to the sign up page
by clicking: http://bit.ly/9LqIXT ]

I’m so excited about Molly’s
upcoming interview with Dave Navarro
on how to set and get premium prices
for your work. Dave is on the faculty
of this year’s Self Employment Telesummit.

In this no-cost preview of his feature
presentation, Dave will share:

*= The inspiration for his work around pricing.
*= The biggest challenges self-employed
people face around pricing, especially
after they’ve been working for themselves
for a few years.
*= The three avoidable pricing mistakes
that can cost you big-time.
*= What you need to know to be comfortable
(and successful) raising your prices.
*= The secret that makes your
price the *right* price.

WHAT: Premium Pricing Secrets Preview

WHEN: Thursday, August 19, 9:00am Pacific/Noon Eastern

HOW: Teleconference

SIGN UP: http://bit.ly/9LqIXT

If you already know Molly’s work, you
know she is deeply committed to ending
the epidemic of under-earning among
Accidental Entrepreneurs. And she’s
hand-picked Dave Navarro to hone in
on this topic to help you get over
The Hump from just getting by to
shining profitability.

To sign up for the call, head on
over to http://bit.ly/9LqIXT.
There’s no cost and there’s so
much you’ll gain.

Come, spend an hour with Molly
and Dave and shift your thinking
about pricing.

Warmly,

Bobbye Middendorf
The Write Synergies Guru

P.S.: This no-cost, content-rich call
is a preview for the 2010 Self Employment
Telesummit. I’m proud to recommend this
event and the telesummit as an affiliate.
I hope you’ll take a minute to learn more
about how the telesummit can help you get
over The Hump when you sign up for the
pricing secrets call at:
http://bit.ly/9LqIXT

P.P.S.: Can’t make the call?
Sign up anyway and Molly will
send you the link to the
recording.

http://bit.ly/9LqIXT

P.P.P.S. Pricing secrets shared!
Don’t miss this.
http://bit.ly/9LqIXT

Hope to “see” you on the call!

Bobbye Middendorf
The Write Synergies Guru

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Heart and the Art of Marketing

Marketing is a way of getting the word out and building relationships.  To take it to a grander scale, marketing is all about building community.  If you feel challenged in expressing your gifts, if marketing is a dirty word, or at least it doesn’t come naturally, then here’s help.

Express your gifts’ value to others authentically, align your marketing messages with who you really are, and you will be creating the connections that resonate with your perfect readers (audience/clients/customers). That authentic connection is what your perfect people are seeking.

Think about it: What if they can only hear it from you? Now is the time to hone and refine your message and your voice to make the connections that your audience needs to hear–as only you can do it — from YOUR heart.

Authentic artful and heart-full communications that resonate with your perfect clients, customers, readers, and listeners are like the “magic wand” that can magnetically attract your perfect audience.

The art of marketing communication (copywriting, strategy, relationship-building) success hinges on you excavating and honing your authentic voice with a message that is aligned with who you are, expresses the heart of your project, and then can connect with your perfect audience.

It starts with a simple realization: All things being equal, people generally choose to do business with people they know, like, and trust.  In fact, they are often most attracted to people most like themselves.  What this means is that the more clearly you express YOU, the heart and soul of your venture or project, then the more likely you’ll connect with your perfect people.

If you are a visionary conscious creator, writer, soul-preneur, author, speaker, artist, or healer, then getting clear on who you are and what makes you tick can be the single greatest and most profound piece of marketing you can do to ensure your success and the long-term success of your project.

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Book Marketing Menu

For many years, I worked in the book publishing business doing marketing and publicity. The following Book Marketing Menu gives authors and would-be authors the master list from which they can draw inspiration and their to-do list. It’s big and hairy. There’s a lot to do. BUT, start with what’s easy and comes naturally for you.

Your book is your legacy. Are you ready? Ready to live your legacy? To own the greatness of your vision, message, or project? To express your gifts? To connect with your tribe, so that the people who need to hear your message can hear you?

The following Book Marketing Menu outlines for you an array of ways to add power, presence, and platform to your vision, book or project.

» Continue reading “Book Marketing Menu”

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If you hate marketing

For the many soul-preneurs, writers, authors, artists, therapists, healing professionals, coaches, and consultants who hate marketing, I pose one question: Why?

Share with this community what bothers you about marketing. I really want to understand. If I understand better, maybe I can help you.

From my own perspective (as writer, marketing strategist, copywriter), it seems more like the shoemaker’s children getting their shoes last.

Maybe it’s not exactly that for you. We’re curious. I’m curious. I’ve talked about building bridges from your creation or business or venture out to meet the tribe or community you are here to serve.

That bridge is marketing. That bridge encompasses the two-way path of the relationships that you develop with your perfect-just-right clients and customers. It opens the way for them to get to you and you to connect with them.

What is it about marketing your services or your creations or creative projects that simply stops you cold? You have gifts to give to the world in a balanced energy exchange. Don’t you think that it’s beneficial for people to know about who you are, what you do, and the gifts you have to offer?

Really. Curious minds want to know. Why do you hate marketing — really?

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How Attractive — Marketing from the Inside Out

Some time ago, my colleagues in an entrepreneur support group asked me about Attraction Marketing. It really comes down to marketing from the inside-out.

I’m convinced that that the inside-out way is the most powerful way to do anything!! (Start with BE-ing first, then the DO-ing)

The writing projects, workshops, coaching conversations, Vision Quests, and mapping I do are all about taking  that Inner Journey first.

I wanted to share the following questions with you so that you can start making your own Strategic Attraction Plans. Who are your perfect just-right people (tribe)? Who do you envision inviting,  joining you in your circle?  Who are the people you want to cross the bridge of your words?

This Strategic Attraction process will help you clarify and specify so that your light will be attractive to the people who are most perfect for your services and products.

Start by identifying WHO is the first relationship you are focusing on attracting with your 4-part Strategic Attraction Plan.

Do a separate Attraction plan for each of the different relationships you want to attract. Write each of the following four questions on a separate sheet of paper to give yourself plenty of room to expand your plan and NOTICE what comes up.

This plan is to attract MY perfect ________.
Select whom you want to attract:
MY perfect __________
[Sweetheart, employer, employee, customer, coaching client, reader, business partner, vendor, Virtual Assistant, investor, relationship partner, mastermind, teacher, coach, agent, publisher, donor, student, neighbor, etc.]
The process can work for whomever you want to attract, any and every kind of relationship — both business and personal.

LIST #1       DESCRIBE     The QUALITIES of your perfect _____________.
What are the attributes, qualities, characteristics, values, beliefs, and visions of your perfect __________ ?      [fill in whatever relationship you are attracting]
This one can literally fill a notebook. Or two. This is not the place to be stingy! EVERYTHING that you notice that is a perfect quality goes on your plan.

List #2     IDENTIFY        “The TICK”
What makes my perfect  [fill-in-the-blank] __________  tick?
(By the law of attraction — that like attracts like —  answer this by answering for yourself, “What makes me tick?”)
This may eventually be honed down to a very brief and powerful statement that gets at the core of who you are and why you are here.

List #3       SPECIFY         What YOU WANT them to EXPECT of you?
What do I WANT my perfect [fill-in-the-blank]  __________   to expect of me?
This is where you decide what it is you really want to experience in the relationship. What YOU WANT … to do or experience in the relationship.

List #4      DECLARE        Your BE-ing
Who do I need to BE for me to receive what I say I want?
(Another way to ask this: Who do you have to BE in order to be able to provide what you want your clients to expect of you in #3?)

Process: Notice what comes into your field in relation to the perfect relationship you are now attracting. NOTICE. OBSERVE. Make additional notes to your plan. (Even people you don’t like can be fodder for the plan. Turn it around to write down what you DO want based on experiencing what you DON’T want.)

Secret question to shift your energy of BE-ing when things don’t look/feel great:
What Would Be More Perfect?

The above attraction plan is adapted from: Jan Stringer and Alan Hickman’s BEE-ing Attraction: What Love Has To Do With Business and Marketing
Plus you can click here to  Learn more about Attracting Perfect Customers!

I am so excited to report that I am  getting certified as an Attraction Strategist (Also known as a BEEing Attraction Wizard), and going more deeply into learning this 4-question Strategic Attraction process so that I can  share it.

I invite you to play in this field of attractive magic! As one of my colleagues reported, you too will be shedding your invisibility cloak!

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Marketing According to Tolkien

I originally called this post “Writing and Weaving Your Marketing Bridge,” because that follows the theme of several of my posts so far during this 30 day blogging challenge.  Instead, I want to give credit to the source of my inspiration. This is also a post in the occasional series “Wisdom from unexpected places.”

In J.R.R. Tolkien’s  The Lord of the Rings Trilogy,  one of my favorite sections is in Volume 1, of the Fellowship’s visit to Lothlorien, the treacherous land of the elves, under the care and protection of the Lady Galadriel.

To get there, the men, hobbits, and a dwarf (along with the elf in the Fellowship) must cross a cold and rushing river on two strands of hithlain, the uncanny strong rope woven from all that is beautiful and loved by the elves.

Not sure I could have done it! But picture that bridge of two thin ropes, seeming not much stronger than a spider’s gossamer, created with the immense love reflected in the quote below.

More wisdom from unexpected places, something I want to share from this book. Consider this quote, spoken of the elvish cloaks, gifts to the Fellowship travelers, “Leaf and branch, water and stone: they have the hue and beauty of all these things under the twilight of Lorien that we love; for we put the thought of all that we love into all that we make.”

That is what to aim for, writing and weaving your heart and light into the message that will make the connection between your creation and your community. It may be as thin as the elvish rope, but it is made strong from the essence of your heart woven into the words.

That’s marketing, and it’s using words to weave the bridge out of all that you love. It’s at the heart of Write Synergies: The Words that Bring Heart to Your Marketing and Soul to Your Business. These are the Write Synergies you need to generate results, (communications, connections) greater than the sum of the parts.

Wouldn’t writing from the heart be helpful here with this marketing task? And is there a way to make writing bigger, expansive enough to encompass these Cs?

*Your Creation
*Your Commitment
*Your Community
*Your Connections
*Your Communications
*Your Content

Is there a way to  put some juice into the words, to get results that are bigger than just word + word, greater than the sum of the parts?

Tomorrow: You do what you do, you do what is yours to do. But how do you put your particular gifts and magic and greatness into the words to build that bridge?

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Embrace Your Marketing Mindset (4Cs)

“I’d really rather just be doing the work that is mine to do, practicing my art or craft or therapy or career or profession. What is all this about marketing?!”

I’ve heard variations on this phrase for years — starting with the authors I worked with at the publishing company that employed me. They saw marketing, at best, as a necessary evil.

Now that I’m a free agent, hiring out to write and market and coach and strategize with and for my clients, I regularly come across writers, artists, healers, coaches, therapists, designers, attorneys, entrepreneurs, and even bankers who deeply dislike (hate?!) marketing. They see it, at best, as a necessary evil.

These are perfectly capable people who seem baffled when it comes to marketing. They tap fearfully into the seemingly endless supply of  variations on “marketing.” There’s corporate marketing, database marketing, SEO marketing, LOA marketing, internet marketing, social media marketing, MBA marketing, marketing trends, marketing research, marketing segmentation, branding, Superbowl marketing, direct response marketing, B-to-B marketing, B-to-C marketing, and we haven’t even touched advertising or PR, which might be included if you talk about integrated marketing or its longer-winded cousin, integrated marketing communications.

Are you intimidated yet? Are your palms sweating? Is fight or flight kicking in? Maybe this is why you hate marketing. Where are you in all this foreign-sounding gibberish? Where is your heart? Where is your gift? Where, even, are your people?

At the most fundamental level, for Conscious Creators, soul-preneurs, world-changers, visionaries, healers, and others in the soft sell marketing community, it really is all about your people. It’s about you and your community and connecting the two. We can talk about marketing without even going past the letter “C.”

Marketing is all about your Community. You can call it your circle, your clients, your customers, or even your audience. You can even go past “C” and call it your tribe. It’s all about your people. Well, what about them?

Marketing is all about Connecting. Connecting is a two-way process. You connect with them, and they connect with you.  How do you connect? From my perspective as The Write Synergies Guru, I’m partial to making the connections via words.

But connections come in every sensory variety. Music connects. Visuals connect. Paintings. Sculpture. Movies. Architecture. Movement connects. The healing touch of massage therapy connects. Even the tantalizing smells from your local cafe-bakery make a connection.

Marketing = Connecting + Communicating. So you make this connection, and from this connection you communicate. As with connecting, above, all your senses have their ways of communicating. But unless you’re right in front of the bakery or the painting or on the massage chair, the actual connection is tough to maintain. Distance isn’t a friend for these ways of communicating.

That’s why words as a medium (though imperfect) can paint the sensory details in a way that makes the communications possible over long distances and across time and space. Words can connect. Words can bring alive the connections across the world.

Words may be stories (Jeanne Kolenda is a master at stories with a purpose.) or metaphors. Words may be how-to or checklists. Words make up the books, the info products, the blog posts, web sites, brochures, business cards, press releases and even the 140 character tweets that are the currency of our communications.

Words weave the background texts of our lives. Words, both spoken and written, are how we communicate!

You mean marketing is just about talking to people? In the broadest sense, yes. That’s exactly what marketing is.

Connect with your Community by Communicating your Content. We prefer, all things being equal, to do business with people we know, like, and trust. How, in this digital marketplace, do we learn to know, like, and trust strangers?

The bakery cannot communicate its smell across the city to connect with bread-lovers in another neighborhood. But our words, imbued with meaning, with the content of our expertise, shared appropriately and clearly, focused on helping our people address whatever issue they face, packaged in a way to be useful, our words can communicate valuable content.

Marketing is that remarkable bridge, weaving together you, your heart, your creation. It weaves these “Cs” of Community, Connection, Communication, and Content into your message and beams it to your people in a way that they can hear it, can take it in, can process it. Suddenly the two-way span back and forth across your bridge is open.

They walk across the bridge to you. You meet them on this bridge constructed out of words that communicate your content and connect with your community.

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