It's Okay to Hate Marketing!

Or: Why This Should be the End of Salesy Tactics That Feel Icky...

Seven years ago, I walked out of my law firm after spending my entire adult life until that point advocating for my clients in courtrooms, negotiating with adversary counsel to carve out settlement terms that would accomplish what my clients wanted, and writing motions to convince judges that they should issue orders requiring or preventing ... whatever was on the agenda for that day.

On the surface, it would seem that a litigator spends their days arguing. But in fact, every single part of my job involved storytelling and communication tools designed for effective persuasion.

The new career I launched post-law has looked very different. I've focused on working with small and medium businesses to help them figure out how to streamline their operations (systems are your friend!), launch new services, create messaging that resonates with their clients and communities, and implement marketing plans to grow and scale.

And I've been writing endless content - content for my business and in support of my various clients. I love writing, and I know that I can bring value to my clients by articulating the particular magic they deliver in their work and to their clients.

Business growth relies on providing real solutions to pressing problems... and articulating those solutions effectively.

So how did we end up with endless ads on social media and in our inboxes proclaiming - "I know you have xyz problem and I'm the only one who can solve this, so book a 15 minute call with me right away!"

While it is true that there are any number of experts who can, in fact, solve your problem - and solve it very effectively - I don't necessarily want to add to the constant noise from strangers I've never heard of before they start inundating me with these messages.

So what is the alternative to this constant stream of noise?

1. Engage Through Conversations -- Engage with your audience on social media by responding to comments, asking questions, and starting meaningful conversations. This shows that you value your community’s input and feedback.
2. Showcase Your Work -- Instead of telling people how great your services are, show them. Share behind-the-scenes looks, project highlights, and success stories. Visual content like photos and videos can be incredibly powerful in demonstrating your value. Similarly, testimonials and case studies let your clients share their positive experiences and builds trusts with prospective clients.
3. Network Authentically -- Attend industry events, join professional groups, and network with peers and potential clients. Focus on building genuine relationships rather than pitching your services. You've heard it before because it is true -- people are more likely to do business with those they know and trust.

Growing your business takes time. Be consistent in your efforts and patient with the results. This is especially true for those of us in professional services that rely on individuals or businesses as longer-term clients (as opposed to businesses centered on products that can be sold quickly and in large quantities.) Authentic marketing doesn’t yield instant results, but it does create the lasting connections and a loyal customer base that are key to consistent and sustainable business growth.

Have questions or need specific guidance? Schedule an intro Zoom call at: https://calendly.com/anc-consult/30min-1