Marketing By Any Other Name Is Still Marketing

Marketing By Any Other Name Is Still Marketing

“I’m not a marketer. I’m a heartpreneur.”

Today, I want to share my own little public service announcement with you.  Whatever you’re calling it, whatever resistance you give to it, if you are generating sales, you are somehow marketing your business.

That fun new term “heartpreneur” was something I saw years ago in a business group.  It is just one example – admittedly, my favorite example – of a struggle I’ve seen happen time and time again.

Unfortunately, a lot of business owners equate marketing and sales with being sketchy.  They think of marketing and immediately imagine their own faces in the movie poster for Glengarry Glen Ross.  They think marketing is synonymous with bad morals, and they want to distance themselves from it.

I’m here to tell you that’s not what marketing is.

Marketing is telling people what you do and finding out which people out there need it.  It’s not a bad thing.  In fact, you could say that it’s inherently a good thing to present solutions to people’s problems.  As with so many things we do, bad marketing probably feels bad because of how you did it. Bad sales techniques feel bad because of how you executed them (or maybe the timing of when you did it).  But remember that there is always another way to do it, and one that may very well feel more authentic to you. (Read more about authenticity here!)

There is absolutely nothing wrong with marketing. #business #solopreneur #smallbusiness #smallbiz #smb #entrepreneur Click To Tweet

What I find amusing about the people who are vocal about not marketing their businesses is that they inevitably are using that as a lead-in to market their businesses.  If someone says staunchly that they don’t do marketing, but in the next breath describe themselves as a “heartpreneur” who has been blessed to connect to soulmate clients whose lives have been wonderfully impacted by their services, that’s great.  You can sub in any invented term or motivation.  The truth is that they’re all genius marketing.  Sometimes I get in a loop in my own brain, because I wonder if they realize the next-level manipulation of what they are saying.   They are effectively disarming their audiences and then marketing to them anyway.  And I typically see a good response to it, because the trickery works on the audience.

But the problem is that it shames other business owners.

Here’s what I want everyone to understand.  There is absolutely nothing wrong with marketing.  Please do it.  You have a business, not a hobby.  Businesses require profits that come from selling, which requires marketing.  You can’t live on exposure and giveaways.  There is value in what you do.  There are people out there who would assign that same value to what you do.  You work hard.  You deserve to connect with people who value your offerings.

Businesses require profits that come from selling, which requires #marketing. #business #smb #smallbusiness #smallbiz #entrepreneur #solopreneur Click To Tweet

Marketing is how you tell them about you.  No matter what words or visuals you use to share your message, the very act of sharing it is marketing.  And it’s great.

I have met thousands of business owners, and I can speak to the passion so many of them have for their businesses.  It’s wonderful to see someone’s eyes light up when they talk about what they do all day.  Why hold that back?  Why smother the fire within?  Why prevent the people you talk to from knowing who you are, what you do, and how you can help them?

Don’t be a marketing denier!  If you run a business, you probably can’t afford to be.

And if you are worried about how to do marketing and sales in a way that feels authentic for your business, I recommend that you read here for a two-part tip about Making an Effective Call to Action.  Arm yourself with some techniques that can make you more comfortable in this process!

2018-11-13T22:04:08+00:00

2 Comments

  1. Kim November 14, 2018 at 6:14 pm - Reply

    Brilliant and so true. When I recently read someone state that they are “over” marketing (because, it was implied, that their business is so successfull as to no longer need it) I just kind of laughed. That was a form of marketing! Hehe

    • Melissa Forziat November 14, 2018 at 7:59 pm - Reply

      I hear you, Kim! That’s another textbook marketing tactic to use (implying popularity), right on the back of saying they’re done with marketing. I find it impossible not to see the irony in these statements, and it’s usually hard for me to tell if someone is a fed-up marketer or a REALLY good marketer when they do this.

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