Monday, March 2, 2009

Don't Believe the Hype!

I think the worst thing about hypey marketing trends is that they rob people of an opportunity to connect to what really matters. Marketing can be a platform for both sharing and receiving pertinent information and inspiration. But more often than not, the advertisements and websites we see every day are either a generic description of services or an effort by advertisers to lure us away from our intuition and brainwash us into buying something we don't really want or need.

What is Compelling About Hype?

Many people who come to me for help with attracting their perfect customers have been told that their marketing must be slick, professional, and targeted to a specific audience, but they haven't been encouraged to create authentic marketing or share things that are important to them. In fact being personal and vulnerable has been seen as antithetical to professionalism. Even though we have created our businesses as a reflection of our true purpose, many of us strip our marketing of any passion and fall in line with the trends. When we do this, we are holding back what is most compelling about our business.

How Will They Know You When They Find You?

Just imagine your perfect customers who are out there seeking you right now. They are not just looking for that specific set of services or products you are offering. They're looking for someone they can like and trust, someone who understands their problems and can relate to their goals and aspirations. They are looking for the real you. But if the real you is not showing up in your marketing, your perfect customers will not recognize you when they find you. They will only recognize you when you are transparent and real as you market yourself.

What Makes You and Your Perfect Customers Tick?

Recently I hosted a Branding from the HeartTM retreat on a beautiful property in Santa Rosa called Mystic Oak Gardens. I invited a circle of entrepreneurs to come to this cozy setting and share what makes them tick. We all brought good food and we sat in front of the fire drinking tea and sharing our souls. The tears flowed as we touched each other's hearts and acknowledged each other's struggles, our successes and our dreams. We shared like this all day and long past the originally scheduled ending time. As each person spoke, we all paid rapt attention because we were interested, drawn in and inspired by what was being said.

Vulnerable Marketing?

So I asked them why would we not share like this in our marketing? Why would we put forward some generic, polished sales message or image and leave hidden what is most compelling and inspiring about us: our true purpose, our real passions? It may feel uncomfortable at first revealing our vulnerable selves, but as we continue to share, we can build a network of connections who really get us and want to work with us for who we really are. They want to work with us because we are simpatico.

These are our most perfect customers, the ones who are on the same path in life. As we become more authentic in our marketing and share from the heart with those who are attracted to us, the more we realize that what makes us tick is what makes our perfect customers tick. We are here to help each other continue on the right path and shine our true light to the world.

In my next article, "Blogging from the Heart" I will write about how to use blogging as an authentic marketing tool that attracts your perfect customers online. Please follow or subscribe to this blog to be notified of new posts as they arrive.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Magical Marketer Julia D. Stege, MFA helps people attract their perfect customers with a unique combination of Law of Attraction, wildly attractive logos and websites, and smart Internet marketing techniques. If you're ready to start attracting your perfect customers now, get Julia's free Magical Marketing Toolkit at

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