People don’t care how much you know until they know how much you care.” Folk saying
Recently, I’ve spoken with several heart centered business owners who were ready to give up. That sort of getting by but not really, wondering about how you’re gonna keep a roof over your head thingy gets old. They started to doubt that they’d ever be able to do their transformational work and live a graceful lifestyle.
They had spoken with other marketing coaches and maybe took a program or two. But the usual methods felt overwhelming. They were ready to quit.
Why Client Attraction Seems Complex
At first glance, the world of marketing has become more complex than ever. Social media marketing, video marketing, search engine optimizing, blogging … Oy vey! It’s enough to start you wondering if you’d be better off bagging groceries. But if you look a little deeper, there’s a simple reason why the whole process of attracting more clients seems overwhelming to many spiritual entrepreneurs.
Most marketers ignore the heart and spirit. I don’t know of a mainstream marketing program anywhere that includes training in Emotional Intelligence, mindfulness or the other internal components of growing a business.
This leaves pure logic. The result is that most conversations about growing a business focus on rational strategies and technology. And in the words of the poet David Whyte, that just doesn’t “bring you alive”.
You Already Have What You Need
Researchers at the HeartMath Institute have found that the electrical energy of what’s happening in the heart is up to 40 to 60 times more powerful than what’s happening in the brain. So as someone with a well developed sense of compassion and empathy – core strengths of most spiritual people – you already have something 40-60 times more powerful than most marketing strategies.
Come on Paul, you don’t REALLY believe you can grow a business on love and empathy?
How about a billion dollar per year example? In 2009, I had the opportunity to visit the headquarters of Zappos. When I asked him about their marketing plan, CEO Tony Hsieh told me they “don’t do much in the way of traditional marketing”. Instead, they focus on “forming genuine emotional connection with our customers.” By the way, they do most of this on the telephone …
Listen to how Maria Veloso, author of Web Copy That Sells, says it:
Your reader must be able to say, “Hey, she really understands my problem,” or “He reads me like a book,” or “She knows me so well it’s as though she’s been eavesdropping on my conversations.” That why I keep emphasizing that before you write a word of copy (on your website), you have to know your audience.”
What if your struggles to attract more clients could shift just by relaxing into better utilizing your most powerful strengths – your well developed sense of compassion and empathy?
I’d love to hear your thoughts or questions about what works with attracting more clients in the form of a comment below.