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Marketing your business is usually what makes it feel real.
Going out there, posting about your offers. Sharing content with readers in hopes they find it useful. Attending conferences or networking events, meeting potential clients, talking about your business. That’s usually what does it. It starts to feel really real.
Guess what else happens?
You can get afraid.
In its classic definition, a company’s brand helps identify a product/service making it distinct from other similar products and services. Having a good brand is meant to make a memorable impression of customers and help let them know what they can expect from company. It’s a profile of sorts.
A brand is built to hopefully be a true representation of who (sic) a company is as a business and of how they wish to be perceived.
Sounds great, right?
Coaches, healers and other creative entrepreneurs want this. They want to look memorable, distinct from those in their field. They want a way to make their services different from others in their field. They want a way to convey who they are as a practitioner so their ideal clients can find them.
But this is where the similarities stop.
Building your business is a journey. And how you feel in your business is a more important measure of progress than goals met. Does your business feel like home? A place where you long to spend time? Does it feel like a place where you can be yourself? A place where you can't wait to be?
Last week I wrote about reasons people unsubscribe from mailing lists and what it might mean (and what it doesn’t) when it happens to you. I wrote about that because it’s important, and I’ve seen how fear of unsubscribes can change how coaches, healers and other creatives show up for their business or how they present themselves in their marketing.
There’s something deeper in that piece that I want to dive into this week.
And it’s about control.
What might this look like?
Have you ever tamped down your message in a way to seem more palatable to a wider number of people…
Do you feel your heart drop a little when you see someone unsubscribe from your email list?
There they are, as you tick through your email marketing stats for your last campaign....A 100% delivery rate, a 42% open rate, 15% click through rate, and….sigh...another few people have opted out.
It can feel so, so disheartening.
You're working hard to create meaningful content and you know you can help people. Plus, this work is your soul's business. You want to reach as many people as possible so you can use your gifts and talents to help others. To help the world.
All that and more is why it can really hurt when someone unsubscribes from your email list…
