Kelly on Wounds

Kelly 1 resized 200x300 Kelly on Wounds

I’d been hearing about Kelly Tobey for years.

He’s a leading figure in the Calgary personal growth scene. And then recently, while preparing for my Niching for Hippies course I saw that he was leading a workshop called ‘Shifting From Wounds to Assets”. And it reminded me of the blog post I’d written about wounds as niche. People struggle for years with their niche and often discover that their best niche is a younger version of them.

What followed was an extended interview happening over the space of months via facebook messages. I hope you enjoy it.

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Tad: You’re leading a workshop called, “shifting from wounds to assets” what’s it all about?

Kelly: In my journey of working with people for over 20 years one thing has shown itself over and over. From reading some of your writings Tad it seems that you have come across similar patterns. 

The workshop gives people a chance to look at their past wounds with the purpose of getting conscious about what assets have developed from their experiences. Then looking at how they are actually using those assets now and how they can utilize them more in the future if they choose to. 

I have found that many people just view the points of trauma or difficulties in their lives as things they have to get past and do their best to forget about. Instead this approach is one of uncovering any value that was gained and using it, rather than burying the experience entirely.  

In the process of recovering from the places where we have been traumatized or wounded we develop inner strengths and gain wisdom. On a personal level these strengths become assets in our ability to take on life’s challenges that we are faced with. Not only do we now know that we can recover from hurts but we also have tools that can be used to help us move forward with more ease. 

On a relational level we can now offer support, feedback and encouragement to others that are going through similar challenges. Our opportunity to be in service in such a way feeds the soul. It gives a purposefulness to the hard times we have gone through. In studies done on how to create more happiness in our lives, one of the keys to happiness is to be in meaningful service to others. As well it builds a sense of self-value and esteem.  

Tad: What’s the story of this workshop? And what’s your personal connection to this material?

Kelly: I will give you an example from my own life that might bring grounding and clarity to the concepts I am referring to. 

In my family system I had a mother that was overly critical. How that wounded me was that I had very low esteem as I felt no matter how well I did it was never good enough. This led to two major dysfunctional behaviours in me. The first was to go into “people pleasing” always looking for ways to make other people happy in hopes that they would then like me and the criticism would stop. 

The major draw back with that approach to life was that it took me further and further away from my core self. I was not focused on what actions (or non-actions) were true for me at my essence. Instead I was focused on looking for what others wanted. As a result much of the time I was betraying what was true to me. So even when I was getting approval from others for doing what they wanted, my esteem was still being damaged because I was betraying myself. 

This inappropriate sacrifice for others was building an internal anger. Which I tried to bury because nice guy people pleasers were not allowed anger. Eventually this led to the second major dysfunctional behaviour. Tired of sacrificing myself and tired of still getting mother’s criticism no matter how hard I tried to be perfect for her, I flipped over into rebellion.

I attempted to bury my underlying desire to be loved by my mother by pretending that I did not care if she loved me and approved of me or not. And in an attempt to prove it I went into fierce rebellion. Doing anything that I knew would horrify my mother and threaten her good standing with her religious friends.

Again, like with my people pleasing behaviour, there was no discernment about what actions (or non-actions) would be congruent with my essence. My rebellion took me further and further into self-destruction eventually landing me in solitary confinement in prison. 

Eventually, dissatisfied with the results from both of the dysfunctional behaviours I went on a journey of seeking a different path. Gradually I learned new ways of being that were based in being true to the essence of who I am and living a purposeful life that reflects that to the best of my ability. To explain all the steps in that would take a book or two so I will just jump to the results. 

Healing from my own wounds and the resulting dysfunctions called on lots of inner strength and fortitude. I gained a lot of wisdom along the way. I learned tools that I have been able to apply in facing other personal challenges. 

I ended up working in Group Homes with “delinquent” youngsters that had been in trouble with the law or that their parents did not know how to handle. I now had assets to share with these youngsters because of coming out the other side from similar wounds. And I had a depth of compassion and understanding that “book learned” social workers in the Group Home system could only touch on. Plus I was a living example for them, that it is possible to change out of the rebellious behaviours and have a more satisfying life. So I had great results with the youngsters I was working with.

That is an example from one of the many traumas I experienced. 

Although each trauma was different, the layout of working through them was the same, examine how I was wounded, do the recovery work, look at the gifts that evolved, and then utilize those gifts in my life.

So that is my personal connection to this material and why I like to empower others with exploring their own process through these steps. 

Tad:  What is the connection you see between wounds and assets?

Kelly: I think in some ways I have already answered that question. To recap > if we do the work to heal from our wounds it calls up our inner gifts and strengths. Along the journey we pick up wisdom. So the wounds have the potential to lead us into developing assets. 

On the other hand if we just attempt to bury or ignore our wounds, not only do we not develop the potential assets but we are dooming ourselves to living out dysfunctional coping strategies that are driven by the subconscious mind because of the unwillingness to bring it all to conscious awareness for healing. 

For example if I did not have the courage to face the buried pain of being raised with criticism and receiving corporal punishment if I made a mistake, then I would still be running self-destructive people pleasing and/or rebellious behaviours.  

Tad:  Do you see a connection between our wounds and our work in the world?

Kelly: Certainly the assets we gain by working through our wounds can give us great tools to apply in our working lives. 

Here is an example that came out of a recent workshop. I wont use names as I want to respect privacy. 

When he went back to examine some of the old wounding, one of the men in the workshop remembered that he was not allowed to draw and create art because of his parents’ religious beliefs and their belief that art had no value. This set him up to suppress one of his great inner gifts. Eventually an uncle “smuggled” drawing materials to him and encouraged him to draw. So he began to draw again in secrecy late at night with a flashlight under his blankets. 

Through time he did enough work on breaking free of the wounding that as an adult he has been able to use the gained assets to make a living as an artist. Yet it is not in the field of art that he has the highest passion for. 

He was still carrying some of the old wounding when it came to expressing his talents in the field fine arts. Although highly talented in this area, for sometime he has been concerned that if he were to do his fine arts full time that he would then be depending on it for money. He was then concerned that it would cut into the spiritual flow and connection he has with the fine arts.

In the workshop he saw that as a result of the wounding, as a child he had learned that his full passion for art and the spiritual connection to it had to be kept secret (under the blankets). So far he had recovered enough to go into a branch of art that he could make a living at but the possibility of going fully into his fine arts raised subconscious fears planted by the initial wounding. 

How it played out was that so much time was spent on the art he was doing for income that his fine art kept being put aside. Then when he would finally start to spend time with his fine art, he was so hungry for the experience that he would lose sense of time and other commitments. He just loved his spiritually connected experience so much that nothing else would matter. Then when he would finally come out of the fine art experience he would face complaints from the people in his life that had been ignored. His ex-wife had even framed his fine arts as being his “mistress”. His wounded child self was taking the complaints as the same old message > that art was bad. 

So in his workshop exploration he became clearer that of course the fine art was not bad and did not need to get him “in trouble”. He was just unconsciously setting up a replaying of that scenario from his past wounding. The replaying was reinforcing the old message that embracing his fine art fully would lead to punishment. 

With this new found awareness, if he wanted he could use some time management. Portion feeding time for his ongoing desire for the fine arts. By not putting it off for extended periods he would not end up so starved for the experience that he would forget about his other time commitments. 

As a result of these awarenesses he has already started to unravel some of the limitations from the old wounding. Soon after the workshop he was fulfilling a contract to paint a fine art mural on an inside wall of a public building. And told me he was having a blissful experience doing it!! 

Another step towards opening to his fine art becoming more and more visible to the public rather than “hidden under a blanket”. And knowing that receiving acknowledgement and money does not have to take away from the sacred experience > that belief was just an old tape from the past. 

To address your question “Do you see a connection between our wounds and our work in the world?” I would suggest that some of the most deeply satisfying vocations can come from applying the assets we have gained out of the process of healing our wounds. That process can be seen as a training ground for developing our gifts. We are always going to deliver our best work when offering something that parallels our own personal experience. Sure we can bring value into the work place as a result of formal education yet by itself it pales in comparison.

So for example lets look at someone that went through the trauma of car crash and physically damaged their body. Then they were able to heal themselves through an array of nutrients and physical exercises. For them to transmute that experience into a job such as setting up a clinic that specializes in vehicle crash recovery could be very fulfilling. They could share their wisdom from the grounding of their own experience.  Who to relate better to the clients than someone who has travelled a similar path. Someone who can relate closely with empathy and understanding. Someone who can be encouraging through the difficult times and be a living example of the results.  

Tad:  What is the outline of the steps you think people need to go through in order to transform their wounds into gifts?

Kelly: I wont attempt to cover all the possible steps involved as there are a great variety and many of them are dependent on what the wounding was. 

I will touch on some. One is to not bury the wound. If it stays in the subconscious it will not heal. Like a physical cut, you may cover it with a bandage for a while but eventually you need to open the wound to air for it to complete it’s healing. 

Another is to seek help. We may be able to heal some wounds on our own but it is so much quicker when we reach out for help. 

Another key point that eluded me for years is that traumas are going to have an emotional component. For years I attempted to heal wounds in myself and in clients with mind alone. Assuming that we could think ourselves into full recovery. I couldn’t understand why dysfunctional patterns would persist even when we knew mentally that the patterns were not serving. Why did we not just stop the behaviour if we knew better? Finally I came to grips with the fact that traumas have an impact on our emotional body. And that emotions are involved in our behaviours behind the scenes. 

Example: If I wanted to create an intimate partnership but kept running behaviours that pushed people away. With my mind I could analyze the behaviours and see what ones do not work for creating partnership. I could tell myself that I am not going to keep running those behaviours. Yet I may find that try as I might, I could only temporarily stop the behaviours before they came back or they were replaced with other behaviours that pushed potential intimates away. 

If I were to look deeper I may call up memories of past relational traumas. Perhaps I had a break up that involved being betrayed. If I were to acknowledge the underlying emotions I would see that I was deeply hurt by the experience. But perhaps I was raised to not acknowledge feelings of grief. Maybe I got the message of keep a stiff upper lip and move on. So I never went into the feelings of grief, gave them full airtime, or allowed them to be expressed and healed. 

As a result, in the present even though I would consciously want an intimate relationship my subconscious would be doing its best to protect me from getting into another situation where I might fall in love but then be betrayed again and have to feel grief. So my subconscious would make sure that I kept acting out behaviours that would push a potential partner away. Because I had been trained to regard grief as something that needed to be suppressed and feared, I could not risk another event that might activate more grief to add to the grief I was already suppressing.

So without doing the required emotional work I would stay stuck in the effects of the wound.    

Tad:  Can you share three stories of people you’ve worked with and how their wounds were turned into gifts? and what was the impact of that?

Kelly: Hee hee, I guess I got ahead of you as I have given you a couple of examples while responding to earlier questions. But yes I can give you more examples. 

Of course one of the people I have worked with is myself so I will give another example from my own life that fits nicely into what I was just sharing about the importance of emotional work. 

Before I go into explaining the trauma I will give you some background. I had spent my life disengaged from my emotional body. I had trained myself in what I now refer to as spiritual bypassing. That was the art of telling myself that I did not need to feel grief over my losses because in spirit we are all one so nothing is ever lost anyway. At the time I did not realize it was just another tool for suppressing emotion.  

My partner Dianne, a friend of ours Verna and myself were out for a day of rock climbing. We made it to the top feeling the elation of completing a brand new route. We unroped from each other and sorted out our gear preparing to walk along the top of the cliff to a place were we could do the 300-foot rappel back to the base of the cliff. Verna walked in front, followed by myself and Dianne brought up the rear. At one point I heard from behind Dianne say “oh shit”. I turned around to see what she was expressing about. My brain could not compute at first because when I turned she was no where to be seen. Then with shock I realized what had happened. She had stumbled and fallen over the edge of the cliff. The cliff at that point was overhung so we could not see the part of the cliff directly below us. We called out but heard no replies from Dianne. 

We set up a repel station so we could drop over the cliff on our remaining rope and to find her. Dianne had the other rope over her shoulder when she fell. We were hoping that it might have caught on something. Because of the distance Verna and I had to continue to reset new repels as we continued our descent. With each passing one the dread loomed larger as it meant Dianne had fallen a greater and greater distance. 

It was dark by the time we finally reached the cliff base. We started walking a grid back and forth. Eventually we came across her lifeless body. As we sat beside Dianne under the starry sky I broke open emotionally. These feelings were much too big for me to suppress. 

So obviously that experience was a trauma point. As it turned out I reached out for support and found it in the form of a facilitator that was intimately familiar with the emotional body. He led me to see the importance of needing to heal the emotional body as one of the key components to a fuller recovery from trauma. Up until that point my work with people had only been based in psychology, spirituality and body care. I could facilitate some results but without recognizing it I was missing a key component to part of what we are as humans > our emotional bodies.  

So now that I saw the importance I veraciously studied the art of working with the emotions. In her death Dianne had given me one of the most important gifts of my life. Not only had she facilitated the opening of my emotional life, transforming me into a much more fulfilled human being, but she had instigated me into developing the integration of emotional intelligence into my healing practise. This grew the effectiveness of my working with people exponentially. Her death rippled out through my transformed worked to touch the heart and soul of many, many people since. I will be forever grateful to her. 

Here is another example, this time from a person that I have worked with. Her trauma came in the form of being scapegoated in her family. Not being seen or heard in the way she would have hoped. The isolation only grew when her parents separated. 

In the process of healing her own history she was drawn to doing rebirthing work with me. This led to further study of childhood traumas and to research into a variety of parenting techniques and birthing processes. She used these more organically natural techniques in birthing her own son. 

The healing of her trauma of being poorly parented has led her to learn many skills and now she works as a Dula in service to other families in the process of giving birth to their children. She approaches it with a huge heart full of loving care. 

Tad since you first invited me to do this interview with you, I have explored a bit of the work that you do. So I know that you too see the value of people doing work that flows out of their personal life experiences. You point out how much more connected one can be to their client when fulfilling a need that is based in a personal experience. 

I want to thank you for encouraging people in this manner as I feel it will bring both them and their customers more satisfaction. 

I realize that most of your clients are coming to you for help with their businesses, yet I want to add here that for anyone that has not yet figured out a way to turn your gifts into your vocation, I would still encourage you to find places where you can give them. Perhaps it is with friends, perhaps by volunteering on the side. But know that if you find a way to give from the gifts you have gained through personal experiences and that are connected to the essence of who you are, your life is going to be filled with even more fulfillment. 

Tad: When you speak about becoming a people pleaser and ‘nice guy’ it strikes me that you must have learned a great deal about building rapport with people, setting a relaxed vibe, diffusing conflict in that process. And I imagine those same skills that were a part of unhealthy patterns for you, now used consciously are part of what make you such a wonderful facilitator. Would you say that’s true?

Kelly: Yes I would agree to the truth of that and not just in myself. What I have come to see in working with people is that any trauma or wound that we are met with leads to us coming up with a coping strategy. Somewhat simplified, our copying strategy will have two sides to it. 

One is that it will be rooted in an inner strength and/or gift that will be creatively used to attempt to deal with the wounding and protect us from similar wounding. So using the example of the “people pleaser”, it has all the traits that you referred to such as rapport building, bringing calmness to situations, diffusing conflict, as well as ability to read people and intuit what they want or need.

The second part is that when the “gift” goes sideways it turns into a dysfunction. And it is quite likely that we will have some of these dysfunctions blended in to our behaviours because typically we are reacting to a trauma unconsciously as apposed to us consciously deciding how to cope. Because it is unconscious reaction we can have “sideways” behaviours mixed in without even knowing it. 

So for instance as a people pleaser, I had the gift of actually knowing how to please people and be in service to them BUT one of the ways it went sideways was that if any situation had elements of the original wounding, I would be acting out of a fear reaction rather than a conscious response. 

So for example one of the dysfunctions is to sacrifice what would be true to me in an attempt to make someone else happy (in unconscious hopes that if I was able to please them they would not wound me). But in the self-betrayal I would actually end up wounding myself. Because when I am not being true to my own integrity I am not in alignment with inner peace and harmony. 

This comes back to the importance of addressing and working through our wounds. In the process of healing the wounds we become conscious of what our unconscious coping mechanisms were. Now with the clarity of conscious awareness we can pick and choose between which behaviours are appropriate and which ones are not serving us.   

Tad: And it also seems like you really help people who struggle as you struggled to feel ‘enough’. That seems like a clear example of a direct connection between your wound and your ‘wand’ as they say.

Kelly: Hee hee I had never heard the term “your wound and your wand”, it has a nice ring to it. 

Yes, again I agree with your observation. Because I choose to work through the wounding of my self-worth and self-esteem, as I continue to learn how to heal the damage in myself, I continue to learn tools that have the possibilities of serving others as well. And all this gets amplified in a workshop setting because of the strength of intention. Participant’s intention to strengthen their acknowledgment of self-worth and my intention to share what I have learned along the path.  

Tad: And, related to that, do you feel like the gifts come from the compensating mechanisms or from the healing from them specifically?

Kelly: I suspect that the gifts are inherent in us, and that dealing with life’s challenges calls them to the forefront. As you have likely seen, different people can face almost identical challenges, yet the internal strengths they call on to face the challenge might be quite different. 

Perhaps in some cases the gifts would lay dormant until we are faced with a challenge that requires them to surface. As hard as it is to experience traumas, it might be that if we have the support and willingness to work through them, that they accelerate us coming into our wholeness. 

Tad: I’m wondering if you feel like the path of healing and connecting with our inner nature IS the gift we get from our wounds (and so the gift is always inherently about the discipline and dedication to healing in some way?) or if it’s the compensating mechanisms and defences we’ve created that we are now able to consciously redirect that is where the gifts come from in it – so that we look at how we dealt with our wounds (poorly) and find ways that those same poor behaviours can be ultimately used for good? I’m curious what your take on that is.

Kelly: Hmmm, looks like I jumped ahead with my previous response as I think your question was already answered. It seems to me that the gifts are inherent in us and can be developed whether we have trauma to stimulate them or not, yet it is only a theory, I am not 100% sure on that.  

Tad: I know for myself, I have had the wound of not feeling ‘cool’ for a lot of my life. And that had me try ‘too hard’ to be cool and come across as ‘try hard’ to people. And that felt painful. Which had me feel uncool. And made me try even harder. And part of being uncool was learning how to map rooms to see who the cool people were. Unconsciously, that was a disingenuous pattern. But now, as I work to build connections with key hubs around sustainability and local food and good things in Edmonton – those same skills of mapping out key players is actually a beautiful gift to the community. 

Kelly: Yes Tad, great example of what we are talking about. 

Tad: When you speak of the tragedy of your friend falling to her death – it strikes me that you found a beautiful meaning in it that honoured her life and its loss. Is this a core part of your work? Helping people find a meaning in it?

Kelly: I do not know if that can be considered the core of my work but yes it is safe to say that it is a core part. I think that it is great to find deeper levels of meaning when they are available to us. It can settle the hungry mind and in some situations reformulate the emotional impact of events. 

Yet there is also a lot to be said for standing in the middle of the mystery of life. I have noticed in myself and in some others that it is easy to get “addicted” to having answers, even to the point of being in discomfort or disarray if no answers are forth coming. I find that sometimes it serves me to invite in answers if they will serve the highest good, yet in the meantime to let go of the demand for answers and just bask in a space wonderment. The unfolding of the unpredictability of life can bring lots of “juice” to our experience. I notice that the more I trust myself to be able to deal with any of life’s challenges, the more relaxed I am with the unfolding. 

On the other hand if I don’t feel safe with life, then my search for meaning is fear based, full of angst, and with an underpinning of wanting to know in hopes that the knowledge will allow me to control things. Fear tells me that if I can control everything I can be safe. 

Trust tells me that I can call on inner and outer resources that will carry me through anything that arises, making it safe to flow through as the mystery reveals itself moment by moment.  

Tad: I’ve heard it said that our ideal niche is often a younger version of ourselves – does that feel true for you? Like, I felt uncool when I was a young man, but now, older and wiser, I might have a lot to offer to a young man who feels uncool. A woman who struggled with body issues as a teen might be the perfect person, once she’s grown and healed enough, to help other young women on the same journey. I did a lot of pushy sales stuff, and now I help people who are struggling with how to be authentic in sales and marketing. There’s this idea that much of the purpose of growing up is to become the adult whose support we were most needing when we were growing up. That, when we’re lost in our direction in life, we can often look back in time at who we used to be and where we used to be and offer help to those people.

Kelly: Thanks, now I am clearer on the point you were asking about. Yes, I am in agreement with that principal, in fact it ties into a healing process that often gets used in my work. I have notice that for our elder, present self to just have the knowledge of how we needed to be treated in our past times of crisis, is just part of the process of cleaning up the “damage”. Without further steps, the younger parts of ourselves can stay in a traumatized state even once our adult self knows better. So it can be useful for a person to go into a meditative state and call up the memory of the trauma point, including all the emotions that were activated. Once accessed they can use creative imagination to picture their wiser adult self travelling back through time and stepping in as an advocate for the younger self. 

So for example I have done this myself by using memory to go back to a time when my mother was beating me using corporal punishment. I saw that as a child I was traumatized by the pain. That I was confused that someone that supposedly loved me was using physical violence because of a mistake she assumed I made. I saw that in my young mind I was making up the story that I did not have any rights over my own sovereign space, my own body. I was being taught that if someone was angry at me, that they had the right to physically attack me, criticize me and shame me. And I saw that as a result my child self was feeling a mixture of helplessness, sadness and anger about what was happening. 

While still holding that image, it was overlaid with my present imagination. That imagination was of my adult self dropping into the scene, taking my younger self into my arms away from my mother, telling her she could no longer physically abuse this child, telling my younger self that I was going to be here and now stand up for Kelly, making openhearted boundaries whenever needed so no one gets to abuse us again. 

From this place of safety I visualized my child and adult self sending loving energy to the essence of my mother while at the same time saying no to her inappropriate behaviours. 

As I am doing this I am holding the consciousness of my adult self and child self at the same time and allowing them to both express through my present self. So here I am with all this going on internally while in present time I am weeping the tears of my child self. The tears he never got to cry while he was being violated, as well as his tears of relief that someone had finally seen him and cared enough to step in with the love and care that he had needed. 

So one might ask, what was the point of doing all that. Well the point is that prior to doing that kind of inner work, in my everyday life, if I ran into situations that had elements of what happened when I was a child, I would unconsciously go into that childhood assumption that I had to put up with aggression from other people. It wasn’t as extreme as me being physically hit, but it did manifest as me collapsing and not standing up for myself. Especially in the face of women that reminded me of my mother 

So I was stunted in a child state when facing situations that triggered associations to the past events. Because all this was playing out subconsciously below my awareness, all that I was seeing in my adult life was that I could be manipulated by people that showed aggression. That I lacked boundaries and would collapse into a passive state. Or if I were pushed too far I would flip to the other pole and become aggressive (unconsciously fuelled by the unresolved anger I had at my mother). 

So in present time, logically my adult self had the intellectual knowledge that I had the right to my sovereign space. My adult knew that no one had the right to be abusive towards me, BUT when triggered I unconsciously regressed to the unhealed child state. In a sense the adult was nowhere to be found when the child state took over. 

Once I did the healing work to go back in to the trauma and unify the connection between the child and adult Kelly > now my child self is not left disconnected internally. So if something arises presently that has elements of the past, even if the child is activated, he is not left alone, the adult steps in with him as an advocate and puts the needed boundaries in place.  

So this would be one of my personal examples that is an illustration of how we can become an advocate for our own internal child self. And then there is the option to extend that out to others as you were mentioning Tad.

So in my workshops a big thrust is in supporting people to learn how to empower themselves to make openhearted boundaries. Passing on what I have learned (or a better description would be – what I have embodied) and helping people find ways to embody that for themselves so they have more than just the head knowledge of physiological and spiritual ideals about self care.

Tad: If someone were to say to you, ‘My wounds are NOT a blessing!’ I’m curious how you might respond, or want to respond if they were open.

Kelly: I liked how you framed that Tad “or want to respond if they were open”. It shows me your sensitivity to care when addressing someone’s wounds. Discussion of wounds can initiate protectiveness, so unless there is a sincere openness, any attempt at communication can break down rapidly. 

If there is an opening then I would likely share my thoughts about the paradox of wounding. Receiving wounding is not a blessing. Receiving a wounding can be a blessing. Both ring true to me so I would not want to polarize to one statement or the other. Rather I would hold space for both of them. 

If I am stuck with just “it is not a blessing” then I am likely to stay stuck in a disempowered victim place around it. If I am stuck in “it is a blessing” then I may be prone to use positivity to suppress the grief that needs to be felt through. And to avoid looking squarely at the damage facilitated by the wounding. If I am not willing to fully look at the damage and emotional feel what that brings up, then I will be left with blind spots that will keep me stuck and unable to move forward into an empowered space. It is through the close observation and emotional work that I can sort out how to heal the wound and come back into an empowered place. That process is going to call forward my gifts, which in turn reveals the other side of the paradox > “my wounds are a blessing”. 

Hmmm, that feels like it may be a natural place to close on Tad, unless you have further questions, which I would be willing to answer.

Thanks again for your stimulating questions. 

May each of you that reads this be blessed on your journey. 

Kelly Tobey is an IntegrativeTransformational Processing Facilitator with StarTree Integration Adventures (founded 1991)

Kelly provides, Private Sessions, Workshops, Leadership Trainings, Retreats, across Canada  And in Calgary ongoing weekly drop-in seminars called Expanding Heartfelt Living evenings. For information contact Kelly Tobey at Phone: (403) 217-5533 Fax: (403) 217-0053 Website: www.kellytobey.com Facebook: Kelly Tobey YouTube: KellyTobey1

marketing from the heart manifesto

heart marketing from the heart manifestoOne of my clients, wrote me a beautiful email recently with her ‘manifesto’ about marketing. I was so inspired by it that I had to share it. It’s a beautiful example of starting with the ‘why’ and of a clear and compelling point of view.

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Marketing From The Heart?

by Mary Pellicer, MD?

My vision of what MARKETING can be if it comes from the HEART:

An INVITATION to people to live RICHER, FULLER and more MEANINGFUL LIVES, to live lives in ALIGNMENT with their own INTEGRITY.

Communication to INSPIRE from a place of GENEROSITY (vs. pushing and pressuring from a place of greed)

CONNECTION to inspire people out of LOVE and CARE (vs. motivating them from fear)

EMPATHIZING with people (vs. exploiting their insecurities)

Being COMMITTED to SERVING people (vs. selling to them)

Making sure it’s a PERFECT FIT (or NO DEAL)-Going for the WIN-WIN ?(vs. making the sale)

CONTACT to LEAD & INFLUENCE (vs. seeking fame)

Opening CONVERSATIONS about POSSIBILITIES (vs. closing deals)

Market from the Heart and invest in making the world an amazing place to live, work and grow.                    

(With much gratitude to Tad Hargrave who’s blog post Death and Marketing inspired this.)

your signature talk

I was chatting with my colleague Jonathan Bender about his upcoming coaching program about helping people deliver a ‘signature talk’. It’s a term I suggest you’ll be hearing a lot more of in the coming months. But it’s a bit of jargon so I asked Jonathan to explain what it is and why it matters.
 
JonathanBender1 your signature talkWhat is a signature talk? Why do it? And who’s it for?
 
First, a signature talk is simply a speech / presentation / keynote / talk that is uniquely you. It’s a forum for bringing your message to the world. Even if someone else has a similar topic, it doesn’t matter – a signature talk will always be authentically you. Also, it could be done at a live, in-person event, or it could be on a webinar or teleseminar. Finally, a signature talk could labeled as a motivational or inspirational speech. Often, it’s used to inspire new clients to work with you.
 
Why do it? Well, for a couple of reasons. First, speaking is one of the best ways to get clients, and to get established as an expert in your field. It helps you reach far more people very quickly – which makes getting clients much easier. Also, you get to change more people’s lives with your message. That’s pretty cool.
 
Who’s it for? If you are a heart-based entrepreneur – a coach, holistic practitioner, or with your own unique business that really helps people – it’s for you. If your reaction is, “I’m not a speaker,” then you’re the perfect fit. Yes, some people with signature talks make their living as paid speakers, but many others have their own coaching, therapy or healing business – and just use speaking to reach their perfect clients.
 
Anyone can learn to do it. It’s important to learn all the key elements, which I’ll be discussing with Tad on our call on Wednesday. Join us to learn a lot more, and how you can put a professional signature talk together – and start using it to attract great clients – faster than you may think.
Let me drill this down a bit further.
 
Your signature talk with where you express your point of view. Meaning, your talk is fundamentally going to be on the topic of the journey they’re on from Island A to Island B (and maybe to inspire them that Island C is possible). But just getting up there and describing that journey would, ultimately, be unsatisfying for an audience. You need to not only talk about the destination but to draw your unique map of how you think people should best make that journey.
 
You need to share your honest point of view.
 
I wrote a post called “50 real life examples of point of view in action“. And each of the examples could be the basis of your signature talk. But finding your voice and really honing your point of view into something clear can take work. Your signature talk is a chance to express your platform – to have them leave with a very clear sense of what you want to be known for.
 
Think about the success of TED Talks.

You’ve likely seen at least one (and if you haven’t I apologize in advance for the week of your life you’re going to lose watching them).

These talks are obviously inspiring, thought provoking and often very powerful.

But also consider this – can you imagine the number of books those videos have sold for the speakers? The number of speaking engagements and clients they gotten as a direct result of those talks? What those talks have done for their reputation? The projects they’ve been invited to be involved in?

Think about it.

I’ve gotten to asking my clients at workshops – ‘What would your TED Talk be?’ If you were given 20 minutes on stage in front of thousands of your ideal clients would you be able to distill your core philosophy and ‘take’ on things into that time in a way that they totally ‘got it’?

Of course, TED has a massive reach and reputation. But, even if you take that away, having a ‘signature talk’ like that (whether online or in person) is one of the most vital things I can imagine an entrepreneur having. The power of TED is partly the huge following they have (1,224,829 Followers) but it’s also about the clarity of the ideas being communicated and the powerful stories being told.

You may not have the reach but you can create a talk with the same power and impact.

You likely already know that public speaking is one of the best ways to get clients.

Yet, so many incredible conscious entrepreneurs aren’t doing it.

Or, they’re not being effective, and missing out on getting to bring their important message and purpose to the world.

I’ve seen talks where the presenter never even mentioned their services they offered (and so got no clients). I’ve seen talks where the speakers used high pressure and manipulative tactics to try and get people to buy (and then got no clients).

Jonathan Bender, a warm and wonderful fellow who’s been a speaking coach for over 15 years (also a professional theater director, actor and writer!), will be leading an incredible free training:

“How to Craft a Powerful, Inspiring Speech… that Transforms Your Audience, Changes Their Lives, and Moves Them to Work with You!”

DATE: Wednesday, October 10th @ 5pm PT/6pm MT/7pm CT/8pm ET
COST: Free
REGISTRATION: http://bit.ly/QxW7M7

REPLAY / RECORDING AVAILABLE? Yes!

your platform in a single page

paper your platform in a single pageClarity is everything in marketing.

A while ago I wrote a blog post about the importance of developing a clear platform. Your platform is what you’re known for. It’s another way of talking about ‘brand‘. It’s the heart of slow marketing (but also the basis of fast marketing). The challenge that I lay out in that post is that most people choose to be known for only ONE thing – which is the thing they do. But I would submit that there are six things you can be known for.

And if you can clearly articulate them in a single page then you are ready to grow. If you can do it in a single page then everything else will be simple (even if it takes effort).

Always remember: the confused mind says ‘no’.

There are two watchwords for your platform. The first is ‘clarity’. But the second is ‘authenticity‘. It’s the clarity and authenticity of your platform that ultimately makes your business safe to approach and easy to get to know.

And while there’s endless depth you can go into in defining your platform – here’s my down and dirty version. Each of the six elements of the platform has three or four laser focused questions to help you hone in on them. They’re the best questions I know of to get right to the heart of the matter.

If you can answer them and distill it into a single page – you’ll have the clarity you need to grow easily, organically and beautifully.

Before answering these questions I commend reading the following blog posts so that the rest of the questions make sense:

The Journey

The Platform

The Three Foundations of  Thriving Business

*

BOAT:

What is it that you do? If I were to look you up in the Yellow Pages or on google what terms would I use? (e.g. plumber, hardware store, massage therapist etc.)

What is your boat built out of? How many hours and how much money has gone into building your business? How much education?

What is most important to your clients when buying what you sell? (either to have or not to have) And how do you deliver that?

If your business were to shut down tomorrow – who would miss you and why?

 

JOURNEY:

What is the journey that you take people on? Fill in the blanks for the ideal kinds of clients you want to have: ‘we work with __________ (kinds of people) struggling with _________ (kinds of problems) and who feel ________ (way about their problem). And what we do it to help them get __________ (result).

Who is a perfect fit for you as a client? Why?

When is the perfect moment for you to enter their life? When is the perfect moment to leave it?

To read more of my blog posts on Niching click here.

 

YOU:

What gives you the credibility to do what you do so well? In what ways have you gone on the journey you’re taking your clients on? What have you had to overcome in order to be offering what you’re offering here and sailing that particular boat?

What qualities do you bring to the table that are different from other people offering similar things?

What are your nerdy interests, hobbies, strange lives you’ve led in the past, interesting social information about you?

 
POINT OF VIEW:
 
Why do most people fail to make this journey? What are they missing?
 
What’s your map/system for getting people from Island A to Island B as quickly, easily and painlessly as possible? How many steps?
 
What’s your core take on this issue? What’s your perspective, philosophy, understanding of this journey?
 
To read more of my blog posts on Point of View click here.

 

WHY:

Why did you start doing what you do?

Beyond money, status etc. what is this business really about for you? What’s the bigger cause it’s a part of?

What is it that you see missing in the world that would help make it more whole?

To read more of my blog posts on developing your Why click here.

 

ISLAND C: THE NEW POSSIBILITY

What is it that you see is possible for your clients that they don’t see is possible yet?

When you went through your journey did anything delightful happen as a result of being on the journey that you didn’t expect that you couldn’t have anticipated when you began?

What do you crave for your clients to have in their life? What’s your fondest wish for them?

What do you see is the future of your industry? What’s coming up next that’s so exciting that most people don’t even know about?

To read more of my blog posts on Island C click here.

Screen Shot 2012 09 26 at 3.09.59 PM your platform in a single pageCASE STUDY: Paolo Donati – Italian Nutritionist - http://discoveritalianfood.com

BOAT: as a qualified natural nutritionist and health coach I help people overcome a variety of health issues and improve their shape using natural foods, supplements and powerful but simple cleansing techniques. I offer live or online consultations and cleansing retreats in my native country, Italy.

ME: With a background in environmental engineering and remediation of contaminated land, at my core I’m a nerd with a true passion for bringing nature back into its pure, uncontaminated state.

I was raised on the Standard Italian Diet (still better than the SAD hey) which made me lethargic, lacking energy, mentally confused and a totally unsociable kid. Somehow I felt that food affected my behaviour and emotional state.

From a very young age I studied what gifts from Nature could make me more healthy and in tune with who I am.

I experimented with different detoxes and type of diets: from macrobiotic, vegan, mediterranean to paleo and weston price type of diets. After giving up the frustrating quest for the perfect diet, I can honestly say I had benefits from all of them. Eventually I started listening to the messages in my body and found an equilibrium that works really well for me. Today my approach to health and nutrition with my clients is absolutely dogma-free.

As a native Italian, I still have a passion for local, traditional Italian food. I love revisiting stunning Italian dishes using alternative ingredients to make them more healthy for us. After all, I believe we can occasionally indulge and feed our spirit more than our body, provided it comes from a clear message within to enjoy and live life more fully, rather than a need for suppression.

JOURNEY: My main journey type is on health. But I also help reach a state of inner peace and greater clarity by working in cleansing and nourishing the body.

Who: I am attracted to people who believe in good old fashioned common sense and trusting their intuition who find themselves experiencing some chronic health issues. They are looking for a holistic body-nurturing approach rather than reductionist conventional treatments. They are also interested in keeping fit and adopting a diet to support their levels of training. Ideally they consider adding at least some animal products into their diet, if not I am more comfortable referring them to a vegan nutritionist.

Problem: chronic fatigue syndromes, digestive problems, depression and so called gut and psychology syndromes, i.e. mental disorders such as autism, schizophrenia, ADHD and others connected to a leaky gut condition.

Result: Renewed physical energy and health, mental balance, clarity. Significant improvements of mental conditions. Toxicity is removed from bowels, liver and other tissues. Feeling more in tune with ourselves and our higher purpose.

POINT OF VIEW: Dieting is for losers… if we don’t first love ourselves, accept our current situation and that we need to take baby steps. Without this fundamental frame most of us will sabotage any attempt to move towards a diet, or anything new in life.

The ‘perfect’ diet is a quest for the holy grail. It really depends on your location on the planet, the season, your curent state of health, your history of health and what you want to achieve. For most of us, the quest for the perfect diet is just an excuse for not taking consistent action.

Elimination is as important as nutrition. The cleanest diet may lead to autointoxication if we don’t support the routes of elimination in the body.

Humans are part of nature and we should be inspired by nature’s rythms when deciding how to live, what to eat and how to eat it.

Your body never works against itself. It always does the best it can to restore its original conditions.

WHY: To continually celebrate and be inspired by the transformation in health and energy of people around me. To support as I can local farmers and food producers so their products not only will improve people’s health but also contribute to restore damaged ecosystems through sustainable farming. When in my home country, I love travelling the Italian countryside to meet local food producers that don’t even know what the Internet is.

ISLAND C: I didn’t expect that by releasing my toxic load I also got rid of old negative emotions I was still holding to. I feel lighter, full of energy and mentally clear. Now that I got past my health issues I’m ready to move on to something new in my life. I feel this food is wholesome and nutritious and I’m naturally drawn to eat it. I’m not influenced by dietary ‘dogmas’ or the latest diet in the media.

 

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Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program http://marketingforhippies.com/niching-for-hippies/

 

muslim school marketing lesson

teaching 300x169 muslim school marketing lessonI just lunch with my friend Govert van Ginkel. I hadn’t seen him in a couple of years but we both share a passion for Non Violent Communication and how we can engage in healing and supporting others best. He and his partner TR we in town and we went for lunch at one of my favourite cafe’s in town, Noorish.

Govert was updating me on the past two years and the kind of work he’s been doing and the difficulty of pitching ‘Non Violent Communication’ type workshops to various groups.

“I was brought in by a Muslim school a while ago and they wanted me to do some team building amongst the staff to deal with some of the ways they related to each other. The challenge is that the staff all thought they communicated really well with each other. So I knew they wouldn’t really be open to that. So, we came up with a different topic!”

“What was that?”

“How to deal with difficult parents!”

“That’s amazing. From a marketing angle that’s so amazing. What happened?”

“Well, we played a bunch of games with them and through those games that were about how to deal with difficult parents they actually began to realize the ways they communicated with each other that weren’t so great. They began to see the ways they weren’t such a great team that no one was talking about.”

It reminded me of my conversation with Sexologist Jessica O’Reilly about how she would lead workshops called ‘How to Blow His/Her Mind’ that would sell out vs. tantra workshops that would try to market directly to the deeper need.

It’s really hard to sell things to people that they don’t want – even when you think they ‘need’ it.

It’s hard to give people advice that they’re not wanting.

You might see their limiting patterns, dysfunction and what they need so incredibly clearly . . . but if they don’t agree with your diagnosis and assessment they’re unlikely to take your advice or follow your guidance.

So much of helping people is about find the right way in – the doorway. It’s about figuring out how to reach people without pushing them. How to honour people and invite them to consider more.

And, in my experience, the best way to do this is to meet them where they’re at. The best way to reach people is with empathy for what they’re actually struggling with vs. frustration and impatience that they’re not ready to ‘get down to the real work’ (as you see it).

Govert could have tried to lecture the staff about their resistance to this important work he was offering and rolled his eyes at them thinking, ‘how can not see how incredibly dysfunctional they are!’ But how far do you suspect that would have gotten him.

Often our thoughts that our clients should be any different that they are is exactly what kills our marketing. Because then our marketing takes on the tone of shaming. Of making them ‘wrong’ for being who they are.

But Govert looked carefully at the situation and asked himself, ‘is there anywhere that these people are struggling (and know that they’re struggling) that I could offer help? Is there any pain they’re experiencing that I could help relieve that might open the door to deeper work if it goes well?’

And he found it: these poor bedraggled teachers are criticized constantly by parents. And he empathized with that. Imagine, you do your best all day only to be yelled at by a parent for not doing it perfectly enough? Ouch.

And so of course they were open to help with that. And once they’d met Govert and he helped them see other areas they were struggling they were open then to more guidance. They were humbled with what they saw about themselves. But they weren’t shamed. People are open to feeling humbled, but no one wants to feel humiliated. People want to do better, they don’t want to feel like they’re not doing enough.

Empathize. Meet them with kindness where they are. You might be surprised where it will take you and where they might ask you to go with them.

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Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program http://marketingforhippies.com/niching-for-hippies/

 

nine thoughts on copywriting for hippies

quill 1 nine thoughts on copywriting for hippiesMy dear colleagues Jeffrey and Suzanne are hosting a call all about their take on ‘Spiritual Copywriting’. You can check it out here.

So it had me want to jot down some of my thoughts about this whole ‘writing sales letters’ thing.

I’ve already written a few blog posts on sales letters but I’ve never put down my own unique thoughts on it in one place.

Here’s the deal: You’ve got this cool thing. You know it’s cool. You know it helps people. You know it’s got a lot of value.

But you’re having a hard time getting that value across to people.

Of course, once they experience it, they often rave about it.

But . . . how do you even get them to have an experience? How do you get them to even be clear about what it is you do? If only you could find the right words (and express yourself without sounding salesy and gross).

My Wake Up Call

Years ago, I got an email from someone on my list asking to be unsubscribed. I asked them why and they shared honestly,

“Well, I just find your e-mails are kind of “in your face.”  All the BOLD print and BIG letters with FREE this and FREE that….  I get the feeling you were a car salesman in your previous life or something.  I just get the feeling you’re yelling at me… I worked for a communications company in my previous life and have done a lot of research into how to market myself as a nutritional consultant.  I have a very successful practice and what works for me is building relationships, public speaking, connecting with people on a personal level… and pull marketing as opposed to push marketing.  Have you ever read the book “How to Build an Ideal Private Practice”, by Lynn Grodski?  It’s a fabulous book…  a must read. Anyway – your approach likely works for many – but just not for me.”

Ouch.

The tragedy of it was that when people met me in person and come to my workshop they had the exact opposite experience. I was constantly told that I felt very safe, warm, welcoming etc. somehow my marketing materials weren’t reflecting the “vibe” of who I was.

So to hear this feedback was really painful.

I had, somehow, become (in her eyes) what I hated.

But I didn’t know any other way at the time.

This is the problem with the written word. when people meet you in person there’s 93% more of the communication spectrum in play. People can feel you. But words are only 7% of communication. So, you’re being judged 100% by 7% of who you are.

So then that 7% needs to really count and have some care and thought put into it.

The problem is you seem to get one of two extremes:

1) the business card ad: boring and generic and unclear.

2) the hyped ad: sounds like a used car salesman.

So, how do you write an ad that really grabs people without pushing them away? How do you make it hot without losing the warmth? How can you write something that sells without losing the sincerity? How do you trigger a positive response? How do you not trigger the “used car salesman response?

How can our ads be bold without triggering “bullshit?”

There’s a lot to say about writing good sales copy but here are some of my thoughts from the hippie angle.

The Basics of Copywriting:

First of all, here are some basics.

  • The Beginning and the Ending: By far, the most important parts of what you write will be the beginning and the ending of it. In a sales letter this will be the headline and the p.s. at the bottom. These should get the lion’s share of your efforts. First, you need to get their attention so they even bother to read your sales letter. Second you need to engage them more deeply (which stories are great for). Third, you need to help them really experience what it might be like to own the product. And lastly, you need to make it really easy for them to buy it from you.
  • Keep it simple: No more than five lines per paragraph. Use short words. Use short sentences. Write at a grade seven level. Don’t use industry jargon. Write like you would normally speak.

Hippie Copywriting Thought #1: It’s not about the sale.

I’m not just saying this to be contrarian.

The purpose of your sales letters isn’t to try to convince everyone that what you’re offering is the most amazing thing ever and that they should buy it now. That’s genuinely not the purpose.

The entire purpose of a sales letter is about helping them figure out – quickly – whether it’s a fit for them.

Period.

That’s it.

But, if your agenda is the sales letter is to ‘get the sale’ then it will come across as gross, contrived, condescending, pushy, slimy etc. The agenda to close people is what creates the resistance.

So, how do you help them figure out if it’s a fit for them?

First of all you need to do the work to figure out who’s a perfect fit for you (and let go of trying to please everyone).

You make sure that your platform is clear to them. You make sure that you speak directly to their problems and symptoms and also to the results they’re craving. You acknowledge their secret fears with empathy. You share your point of view about the best way to solve their particular problems. You need to share why you’re doing what you’re doing.

The real issue in poor sales copy is less often about writing skill and more often about the lack of clarity about our own platforms. If we’re not really clear about it, how can we hope to clearly express it to others?

You need to let them get to know you a bit better. And you need to help them understand, in clear and direct terms, what’s in it for them. You need to be clear about what you can promise and what you can’t.

A sales letter is not a huge net that you try to throw over everyone. It’s a filter you use to make sure that only the right people buy what you have to offer. After all, if the wrong people buy it then they’ll be pissed it didn’t work for them, bad mouth you and demand refunds.

Who needs that drama? No one.

Your sales letter isn’t a blackhole trying to suck everyone in – it’s filter trying to keep people who aren’t a fit out.

Hippie Copywriting Thought #2: Remove ‘hype’ triggers.

These hype triggers tend to appear in sales copy where the idea of ‘fit’ is unclear and they’re trying to get everyone to ‘buy now’.

First of all, watch out for the ALL CAPS. It really seems like you’re hyper and/or shouting. Try italics instead. Much softer.

Secondly, remove all exclamation marks. Seriously.

Thirdly, try removing any universals: always, every, never. These lose you credibility fast.

Fourth, remove any sense or tone of shaming someone into buying. Any notion that if they don’t buy from you then it’s prove that they don’t believe in themselves has got to go.

Fifthly, don’t lie about there being scarcity where there isn’t. Be real about why you’re deciding to limit supplies if you are. People will respect that. They will not respect being lied to. I’ve seen sales letters saying things like, ‘i don’t know how much longer I can keep this online because once my competitors find out about this they’ll want it taken down because it’s so effective and such a threat to them.’ . . . bull. shit.

Another fellow had a clock counting down on this sales page saying, ‘this offer will only be up until the clock hits zero’. Fine. But when you refreshed the page – the clock started over. Bull. Shit. Be humble about the scarcity. More of a, ‘Sorry we have to limit it but here’s why we are going that route’ rather than arrogantly lording it over them.

Sixth, limit use of superlatives. Saying you’re the ‘best’ is a sure way to arouse suspicion. Use testimonials. Show other evidence, awards, certifications, tell stories etc. Be wary of your stuff is the awesomest.

Seventh, don’t over promise. You might consider avoiding statements like “you will absolutely leave with _________” results and try “it’s our deepest hope that you leave with _________” or “we’ve set up this workshop to help you ______”. Promise what you can deliver on and not more.

Consider the occasional use of understatement – “hopefully”, “our intention is . . .” “let’s see if we can’t” “We think this might”  etc. in your copy and let your customers give the “raving reviews”. Let your customers and the case studies you use demonstrate the strength of your case. Let your point of view be so clear and compelling that it inspires their trust rather than just saying, ‘trust me’.

Eight, admit limitations and flaws. One of the most compelling things I ever saw in an ad was one for holistic nutrition where it said, ‘come and learn the possibilities and the limitations of natural nutrition’. And the limitations. Wow. They were admitting that this couldn’t help everyone all the time. My trust in them went through the roof in those three words: and the limitations.

If you are a boring lecturer, admit that (e.g. “I’m not a compelling speaker but I think you’ll find my ideas could double your profits this year.”). Nobody really believes there’s a perfect solution out there, so share your imperfections and learn to even endorse your own worst weaknesses.

Hippie Copywriting Thought #3: Tell stories.

The more you can weave story telling into your sales letters, the better.

When I run my workshops, I’ll have everyone introduce themselves at the beginning of the day. People smile and nod. Later I have them share stories about what they do and then I hear people saying, ‘Ohhhh. Now I get what you do.’ (note: they never mentioned not getting it before).

There are two basic kinds of stories you can share . . .

The story of what got you into this business: this story showcases your bigger why, builds your credibility and also shares your humanity.

The story of the impact of your work on your clients: these stories help to deepen their understanding of your point of view and approach as well as deepening your credibility. You can do these stories in the third person (case studies) or have them share them in their words (testimonials).

The beauty of testimonials is that clients can say things about you that you’d sound like a pompous ass saying about yourself.

Here are some great websites to check out about the power of storytelling in your marketing:

http://www.getstoried.com/

http://www.storiesthatsellguide.com/

http://www.byebyeboringbio.com/

And some blog posts I’ve done about stories in marketing: http://marketingforhippies.com/tag/stories/

Hippie Copywriting Thought #4: Sleep on it and trust your gut.

This one distinction will save you so much pain.

Recently, I wrote a blog post about the idea of slow marketing. And I think this applies hugely here.

Once you’ve written your sales letter, sleep on it. For a night. For a week if you can manage it. Then look at it with fresh eyes. Read it out loud to make sure it sounds like you. Like a normal person talking.

And the sit with it. And pay close attention to how you feel about it. Does anything feel ‘off’ or uncomfortable? If so, trust your gut. Meditate on it. Close your eyes. Notice where it doesn’t feel right and make the changes you need to make.

Ask a few trusted clients and colleagues to read key materials and do a “vibe check” on it.  Ask them, “Is this clear? Does this feel right?” You’ll get great feedback.

Give yourself time. Don’t rush this. If you know it needs to be written in a month, start on it now with a first draft. Give yourself the whole month to really steep in it. Sit with it. Let it ripen. Make it something you’re proud of. You’ll be surprised how much better you can make a salesletter with a little bit of space.

Hippie Copywriting Thought #5: Be yourself.

In both the wording and design, be yourself.

Here are a bunch of examples of sales letters I’ve seen that look cool and quirky – but are still really clear:

http://www.thenewaboutme.com/

http://rightbrainersinbusiness.com/

http://spiritualmarketingquest.com/

http://www.irresistiblewriting.com/websiteprogram

http://www.marketing101forholisticpractitioners.com/weekend.php

http://www.fluentself.com/monsters/

http://www.pinkelephantacademy.com/how-to-write-a-sales-page-the-sweetly-selling-workbook/

http://www.heartofbusiness.com/training-programs/momentum-course/

http://healthybabycode.com/signup

Let your own style, vibe, voice come through. If you’re nerdy let that come through. If you’re a jock, speak like a jock would. If you’re cranky, let yourself be cranky. Don’t you want clients who will love you for who you are? So then put yourself out there and let the sales letter be your protective filter that only brings you people who love you for who you are.

It can be hard to find your voice – but when you do, your sales letters will sing.

Selling Sweetly cover 231x300 nine thoughts on copywriting for hippiesHippie Copywriting Thought #6: Learn about the art of copywriting.

There’s a reason that professional copywriters are paid so much.

They’re good.

They can take what you do and translate that into something that your ideal customers will immediately ‘get’.

You likely can’t afford a top notch copywriter.

You can read over some of the case studies where I’ve worked with clients on their copy but here’s the best resource I know of that can help you learn how to write a wonderfully warm sales letter: Selling Sweetly: A Step by Step Guidebook to Writing a Sales Page.

I also commend checking out: http://irresistiblewriting.com/blog/

Hippie Copywriting Thought #7: Use warm words vs. pushy words.

Consider all the hyped up words that get used in sales copy you hate (e.g. ‘you must’, ‘you have to’, ‘you’d be a fool if you didn’t', ‘buy now’ etc). Here’s a starter list of warmer words you can use that might help create some more connection . . .

  • warm
  • conversation
  • intimate
  • connection
  • join us
  • small
  • invitation
  • welcome
  • no pressure
  • open
  • you are warmly invited to . . .
  • feel free to . . .
  • please consider . . .
  • it’s our hope that . . .
  • we hope that you . . .
  • probably
  • very likely
  • chances are that
  • i’m guessing that
  • my intention is

Hippie Copywriting Thought #8: It’s not about the words, it’s about the idea.

At the end of the day, the success of your sales letters won’t be determined by how hot or warm the words are but by how strong the core concept or offer is.

I’d rather have a poorly written letter expressing a strong concept than a brilliantly written letter trying to sell a weak concept.

The quality of the core offer you’re presenting is what will make the biggest difference – not how you articulate it.

If your offers aren’t getting the kinds of responses you want, you might consider that it’s just not that compelling an offer. And if that’s true . . . then go back to the beginning. Who is this for? What’s the problem it solves? Why should they pick me to help them vs. the plethora of other choices they have available to them? How do I help them get the results they’re craving most? What’s most important to them when they’re buying what I sell? And am I giving it to them? Can I prove it?

An idea like ‘free pizza delivery’ was a new solid idea. People wanted that.

If you’re struggling with this – I recommend reading Seth Godin’s brilliant book ‘Purple Cow.’ If you want to get inspired by a tonne of great business ideas to see what a ‘hot idea’ is like, go spend a few hours on www.springwise.com . If you want people to make remarks about what you do, make it ‘remarkable’. Sometimes we need to step back and innovate what we’re doing before we can market effectively.

Someone who says, ‘Oh. I teach yoga.’ has a dull offer.

You teach yoga? So what. So does everyone else.

But someone like Tiina Veer has a very compelling offer: Yoga for Round Bodies.

A good idea + good words = a very good chance of success.

Hippie Copywriting Thought #9: It’s not about the words, it’s about the messenger.

There’s an old Gaelic proverb that translates as, ‘if the messenger is worthy then the business is’.

Who people hear about things from has a far more profound impact than how well you word it.

Do both, of course.

But I can’t tell you how many people have come to my workshops and never even bothered to read the sales letters. Seriously. They came because someone they trusted told them to come. And that was enough for them. You might not need a sales letter ever. Some people succeed in spite of their terrible copywriting and lack of any website. But . . . why not have an incredible quality thing, strong relationships with hubs and well written copy?

As someone who’s a bit of a hub I can tell you that I am dramatically less likely to refer someone to a seminar or workshop or practitioner if their copy sucks.

Why?

Because now the burden is on me to explain it all for them. I’d rather just be able to say, ‘go check out their homepage. i think it’ll all make sense.’

When working on your sales letters make sure you also consider how you can get key hubs to be sending people to it. They will read your words much differently if a trusted source sent them your way than if they stumbled across you cold.


slow marketing

slow food snail logo 300x279 slow marketingI’m in Vancouver sitting at yet another favourite hang out spot here – Eternal Abundance (full of raw vegan goodness, comfy chairs, high ceilings and lots of natural light). I love places like this.

I just finished my weekend workshop in Vancouver (and Victoria the weekend before that). You can see photos here.

And something clicked for me this weekend. I’m calling it ‘Slow Marketing’. You’ve likely heard about the Slow Food movement (from which I borrow this colourful snail) and Carol Honore’s book In Praise of Slow.

And, for some reason, I’d never considered how that might apply to marketing.

But, over the weekend, I was sharing how marketing is like baseball and that we can’t ‘skip bases’ in building our relationships with people. First there needs to be clarity, then trust, then some excitement . . . and then a commitment. It can take time to build relationships with our clients. Some things can’t be rushed.

And one woman expressed her thanks, ‘I’d never considered that before.’  Something about knowing that it was okay to go slow felt confirming of her best instincts and affirming that she hadn’t failed just because she’d not gotten immediate results.

Most marketing we see is so fast.

Lynn Serafinn wrote a beautiful book called The Seven Graces of Marketing where she contrasts the common place sins of marketing with the potential graces of marketing. One of the sins she talks about is scarcity. And so much marketing is based on creating a sense of scarcity, ‘act now while supplies last’. We see seminars full of people rushing to the back of the room to sign up for a next level workshop they don’t fully understand and can’t entirely afford (and that may or may not be a fit).

So much rushing.

And it seems to work. But what you don’t end up seeing is the huge numbers of people who get ‘buyers remorse’ and cancel their participation in the programs. Or go to it and then ask for a refund because it wasn’t a fit (and then become extremely bitter when they can’t get a refund). What we sometimes fail to notice is the cynicism these tactics create in the marketplace. And the low level panic we all live in.

I remember when I first started in sales, it certainly wasn’t something I knew. I was cold calling people and trying to pressure them into making decisions. It was all I knew how to do. I thought you had to do that. Of course, it was all under the auspices of empowering them. But pressure is pressure. And it was all so fast moving. It wasn’t until years later that I began to learn that by slowing my marketing down it worked better.

It’s like irrigating a field, the slower you drip in the water the deeper it goes.

But so much marketing is so fast. It’s ‘buy now’ and ‘closing people’ and ‘converting prospects’ and creating ‘irresistible offers’. It’s ‘double your income in 30 days’ and ‘lose 50 pounds overnight!’

I can’t tell you how many times I’ve had people express shock that I’ve not written a book yet or developed more ‘advanced level’ seminars. But I knew I wasn’t ready yet – I was still cooking. I knew I was still figuring out what I wanted to say. And I knew that, eventually, something would click and I’d be ready and that things would flow fast.

I remember being told about the Chinese bamboo tree. You plant it and you don’t see anything grow for five years. Even though you’re doing everything right. And then, in the 5th year, it grows ninety feet in ninety days. Some of us are like that.

It’s the hare, not the tortoise.

Martin Luther (the founder of Lutheranism) used to meet with important people and had an aide who would help him organize these things. One day, his aide looked in awe at the number of important meetings and things he had to do and said to Martin Luther, “Tomorrow is so busy that I suppose you will only be able to spend half an hour in meditation instead of your usual hour.” And Luther responded, “No. Tomorrow is so important I will spend two hours in meditation.”

The higher the stakes feel, the more tempting it is to move fast . . . and the more important it is to slow things down.

Panic is not a business strategy.

What would happen if we all. slowed. down. our marketing?

Here’s what Slow Marketing means for me . . .

To me this means that even figuring out our core platform and finding our voice takes time. It’s like making tea and sometimes we just need to steep for a while in figuring out what we’re all about.

It means that we can accept that sometimes it will take a while to build trust with people we’ve just met.

It means that instead of pressuring people to buy right now, we encourage them to sleep on it and sit with it to make sure it’s really a fit (so that any clients we get are solid and long term).

It means that when we sit with a client to explore going to the next level with us – we really sit with them. We take them in. We receive what they have to say. We pause before responding.

And that means that we really take time to sit with what kinds of clients are actually a perfect fit for us.

It means we remember that, in terms of relationships with clients, forever matters more than today.

It means that we’re okay being an apprentice for a time. We’re okay learning the ropes and not needing to be ‘discovered’ and famous tomorrow.

It means that we don’t rush to write our book, create our products but slow down a bit so we can focus on crafting what we do to make it even better so that it really helps people more. We work on building our boat instead of trying to swim people from one island to another on our back. We build up the systems and checklists in our business that help us relax and know that we’ll be prepared for things as they come.

It means we don’t just accept that we sometimes need to slow down, but that we enjoy it. We relish in it.

It means it might be okay (even wonderful!) for us to have a day job while we build our business up.

It means that we acknowledge and honour each potential client’s unique right timing to work with us (or not).

It means we slow ourselves down, get still inside and let go of the panic that comes from posturing or collapsing. That we create space in our lives where we can and listen to our intuition.

It means we let emails to our list sit overnight instead of sending them out immediately.

It means we run our marketing ideas by friends and colleagues before trotting them out to the market place. We let things sit.

It means we plan further ahead to give ourselves time.

It means that we get really good at finding ways to make our business safe to approach for people and easy to buy from us. We give them lots of ways to sample what we do for free, from a distance. We do what we can to reduce the risk for people.

It means we slow down our conversations with potential clients and really listen. Instead of pushing, we lean back. Instead of starting to give advice, we get more curious about their situation. Instead of skipping over a challenge, we go deeply into exploring it.

It means that we focus on building and deepening our relationship to key hubs and community leaders instead of trying to reach our clients cold.

I’d love to hear your thoughts on what ‘Slow Marketing’ means for you. You can write them in the comments below. But no rush.

three foundations of a thriving business

three fingers 225x300 three foundations of a thriving businessAt some point last year, it became clear to me that there are three main things most entrepreneurs need to have handled in order to thrive. They overlap each other like circles in a Venn Diagram.

And I realize now that I’d never written about them explicitly. So, here we are.

First, there’s a seven minute video of me sharing the overview and then I’ve written a recap and bit more about my thoughts on this.

First of all, I want you to imagine that a successful business is like a stylish bucket full of water. And then we need to ask ourselves, ‘why don’t most people have a full bucket of water?’

 

 

three foundations2 300x228 three foundations of a thriving business

 

FOUNDATION #1: Your Platform

Your platform is what you’re known for.

It’s your brand, your identity, your reputation.

It’s also the basis of every, single marketing decision you’ll ever make. It’s the core of what makes a business either authentic or not, original or a copy cat.

I want to submit that there are six things you can be known for. And that most entrepreneurs only focus on ONE of those things (which is also the one that makes them seem the most generic, boring and ‘just like everyone else.’ You can be known for what you do, but also why you do it, your point of view on it, you can be known for you and your style, you can be known for the particular journey you take people on and you can be known for the unimagined possibility you introduce into people’s lives.

Most businesses try to get known for what they do or make (e.g. I’m a massage therapist, I make widgets, I sell groceries). The challenge is that, unless you’re the only one in your area or community doing that then how are they supposed to make a decision about who to work with? How should they know if you’re a perfect fit for them?

When people don’t have a platform their marketing will always come across as generic and lack lustre.

 

4578c74f56bec1c127a28483e5f6a747 300x290 three foundations of a thriving businessFoundation #2: The Container

There’s no point in pouring more and more water into a leaky bucket. The first step is to stop the leak.

It seems obvious. But most entrepreneurs don’t so much have a leaky bucket as a sieve or strainer. It holds onto almost nothing.

And some entrepreneurs have a bucket that’s so ugly (to them) that they don’t even bring it with them to the river side. They’re afraid people might see them with it and laugh at what an old bucket they have.

It’s important not just that our bucket ‘works’ but that we’re so proud of it and so charmed with it that we want to take it everywhere. That we’d be so happy for people to see us with it.

I’ve known so many people who’ve gotten covered in the media for their work and have gotten no clients from it. Or they’re super well known and loved, but don’t have a lot of clients. So much water that pours in and then almost immediately out.

Your container is the embodiment of your platform. It’s what people see or experience about your business that immediately gives them a sense of whether or not what you’re offering is a fit for them. The clearer your platform, the stronger your container.

If you were hosting a party, the platform would be the theme of the party and the container would be all the decorations, the cleaning, the hot cup of cider offered to guests as they arrived. Your website is a container. Your landing page. The story of your business. The free workshop you do is a container. The blog is a container. The community that you cultivate and create is a held in the container of your online forums, live events, your email list etc. Your container is comprised of all the structures you create that warmly hold your community.

Your container are all the things they can see, hear and explore that give them a sense of you.

Your container are all the processes and systems you create that make it safe for people to check you out at a safe distance and slowly get closer to you and opt in to being in touch with you.

Imagine Oprah Winfrey tells everyone to check you out. Vaguely mentions what you do but not enough to give anyone a real sense of it. So, what do they do? They check you out online. But, what if you don’t have a website? Or what if your website doesn’t really clarify what you’re about? So many people would see your site, maaaaybe bookmark it . . . and then be gone forever.

But what if they found your website and the homepage immediately helped them figure out if what you were doing was a fit or not, the ‘about me’ page gave them a really good sense of who you were and what you were about. And then there was a way they could sign up for things to be in touch with you (e.g. ‘join my email list and get this free gift’ or ‘follow me on twitter or facebook’ or ‘come to my monthly free workshop’ etc). Imagine the following you’d build over time.

For a container to be effective, it needs to be clear (which means the platform should be clear). It’s good if it’s safe and welcoming, but atthe bottom line it needs to be resonant.

If they’re on Island A and trying to get to Island B, your container is, basically, your boat. And of course, a boat might have many rooms in it or different types of tours you could take people on (the different offers you could make).

Your container is the home made ready for the party. When they show up that they want to stay. They get to the door and they’re nervous, but then they smell the food, they see how beautifully decorated it is, they see the wonderful people inside, they’re greeted with a cup of hot apple cider and they hear the beautiful music etc.

One of my colleagues Bill Baren recently shared a thought about this. He had a client who was promoting a teleseminar and there was a webpage people would go to to register for the teleseminar. They were obsessed with reaching more people. But Bill asked them to pause and check out what percentage of people who were actually going to the landing page were signing up. It turned out that 10% of people who hit the page actually entered in their name and email to register for the free teleseminar. That means 90% hit the page and just left.

Doesn’t it make more sense,” he offered. “To see if we can tweak the page to boost the percent of people that say yes? Isn’t that a better use of energy? Instead of investing so much time and effort in getting more people, let’s see if we first can’t get more results from the people who are already coming. Right now we’ve got a tub with a huge leak. Instead of pouring in more and more water, let’s plug the leak first.”

When there’s no container it can be so confusing, ‘I’m doing everything right and I’m not getting any clients!’

Think of online dating. You create a profile. And then, you get a message from someone. But do you open the message right away? Often not. Most often, people will check out, ‘who is it that sent this message?’. So you go to their profile and, within seconds, you’ve determined whether or not it’s a fit. Your profile is a container. The message is just a path that gets them to it. Make sure the container is good.

Having a strong and clear container is the basis for creating ongoing , long term relationships with your clients.

And that’s vital.

Most entrepreneurs are obsessed with getting new clients. But it’s often much, much, easier to get an existing client to come back than to find someone entirely new. A massage therapist might make $100 on their first hour long massage (to keep number simple). But if that client comes back even three times a year for three years – that’s $900. The front end ($100) always pales in comparison to the back end ($900). And with some work (less than you’d fear, but more than you’d hope) you can increase the backend. What if they came in 4 times a year for three years? Suddenly, it’s $1200. With no new clients. And what if each of those clients referred even one new client? What if you offered workshops, products or other packages to them? Without a single new client you could be making much more money. And having your clients feel so much more supported.

Your container is your sales funnel. It’s the levels of offerings you have. It goes from the free samples to the bronze, silver and then gold levels.

I was in a Gaelic short film in the summer of 2011. You’d think that I would be spreading the word to everyone I know about it. But I haven’t. Why? There’s no website. No DVD’s are available. There’s no email list people can sign up for. Where would I send them?

One of my dearest colleagues has yet to create a website that’s really worthy of his work yet. I adore him. I want to spread the word for him. But he has no email sign up form yet. His homepage feels a bit vague. And I’m only going to have one chance to launch him to my list. I want that to count. I want it to matter. If I send people now, they’ll go and leave and he’ll get very little from it. I don’t want to waste my time.

A good container creates instant and ever deepening clarity.

A bad container creates confusion.

And I hate confusion. If you ask me to spread the word about you and you’ve got a bad container, it puts the burden on me to explain it all and make it clear to the people I’m spreading the word to. It makes it hard. Don’t make my life hard. If you have a bad container you’re not ready to approach hubs yet.

I want to be able to take one look at your boat and say ‘I get it’. Just from the kinds of boat, types of sails, the paint job, clothing of the staff on board . . . I want to know what the platform is. I want to know: aha! this is an adventure boat or a luxury boat or a fun times boat or a new agey boat.

If you offer some kind of therapy, I want to know, ‘is it in person or over the phone? Am I sitting or lying down? Am I hooked up to some fancy machine? Are you touching me? Am I naked? Are all these things happening at once? (awesome).’

Remember: the confused mind says ‘no’.

Before someone even thinks about stepping onto your boat they need to know what kind of trip they’re in for. And people hate it when their expectations are broken. They got on what seemed like the ‘classy’ boat but it turns out it was the ‘raunchy’ boat. Then people are pissed.

Amway has a bad reputation for this. You meet someone. They seem nice. They invite you for ‘coffee’. You end up getting a 45 minute presentation. It’s sneaky. The beauty of a good container is that it’s immensely upfront.

Real life example: you go out an tell someone about what i do (path). they say cool and check out my website (container) and like it because of all the unique content that expresses what i’m about (platform). I run a free teleseminar (container). It’s hosted by a colleague who tells all of their friends via their email list (path). While they’re on the teleseminar I tell them about a next thing i have (path). So a container can also be a path. Once they’re in relationship with us there’s just an ongoing deepening. I tend to think of the path as ‘how do they find out about things?’

In my Six Week course I’m running right now, one of my clients shared this, “don’t forget the path to your website, it doesn’t matter how awesome your website looks, if there is no path to it, it’s as though it doesn’t exist. the main paths that a paying client would take to your website are search engine searches. so you have to know what your clients would be searching for (keywords) and you have to tell them something on your website that would show them that you have the answers.”

The platform is the gift you want to give. The container is the making of it. The platform is what you want to offer to the world. But not offering it in a foisting it upon others and being pushy kind of way. I think of the container as more like a space you create that you carefully invite people to. And you design the space so clearly that it would inherently attract people who are a perfect fit for you.

There’s a chain of hotels I heard about the models it’s boutique hotels after magazines. So, one hotel is a Rolling Stone magazine style hotel. Another is a Chatelaine style hotel. That kind of thing. You can imagine what the Rolling Stone style hotel would look like and how, even in the colours, construction, design of the rooms, food served might be different. They are not generic hotels. They’re particular. The hotel (container) perfectly expresses the platform (the magazine).

When we first start out, our container is like an old one room house. There’s really not much to it. We offer one thing. Maybe that’s individual sessions, workshops, a particular product etc. And it’s a lot to even get that together. But, as we grow our business, we have a chance to add rooms to our house. With each room, extension, addition and beautification we can hold more people and make our home more resonant with the right folks. Of course, each addition to the house is a project. And these projects often take longer than we’d think and go over budget and we’re left thinking, ‘is this worth it?’. Because while we’re working on that we’re not making money. But eventually, it’s all done and we step back and get chills. Our house is a little more beautiful and exciting to us. And we want to show everyone. And, eventually, our home is perfect. Not too big and not too small. It’s got just the right number of rooms all painted just the right colours. There are minor fixes to be made but, basically, we’re there.

And, at that point, our attentions moves mostly to creating more paths to our place. So, much of this process is about our time and attention. At first, most of it goes to the platform. Then it moves into creating the container. And then the paths.

Here’s an odd way of looking at your container. Have you ever dated someone and realized it wasn’t going anywhere? It had gone as far as it was going to go? So what did you do? Likely you left them. There was no more potential. Nothing else to get or give. Clients are like that too. If the show up and check out your website and there’s lots of free stuff but there’s no products to buy, no workshops to attend, no next steps . . . they will just drift away and find someone else who can better help them on their journey. A container is not simply a static thing. It’s a series of invitations into something more deep and wonderful.

The container has a lot to do with being ready. Preparing our home to receive guests. Making sure we’re ready for when they show up. Being craftsmen of our arts. Attention to details. Small things matter. Wrapping our gifts as beautifully as we can. This gives us a sense of pride. We’re excited (not embarrassed) to send people to our website. We can’t wait to show off our cafe. We know that the details are handled so we don’t fuss about them. We can relax. The container, we find, not only holds the potential client – it holds us too.

 

water pump 300x212 three foundations of a thriving businessFoundation #3: The Path

If the platform is the bucket design, and the container is the bucket, then the path is a faucet that water comes out of (and I suppose your clients and income would be the water). Not much point in having a beautiful bucket if it’s going to sit there empty all the time.

Another analogy: So many people set up their businesses in the middle of a forest with no paths leading to it. They are hoping that somehow, lost in the woods, the right people will stumble upon them and want to buy what they’re offering.

The more paths you have leading to your doorstep the more easily you can be found. This is the heart of marketing, making it easy for the right people who are a perfect fit to find you and say ‘yes’ to working with you.

But there are so very many ways to market what we do.

And that can feel overwhelming. Where do we start? Especially when everyone has an opinion about what the ‘best’ form of marketing is. There’s public speaking, writing, hosting events, social media, PR, advertising, online events, free samples of our work . . . So much.

Weight watchers has an interesting and very down to earth take on this. When doing their workshops, they’ll ask their audiences, ‘what do you think is the best form of exercise for weight loss?’ and people will throw out their opinions: running, walking, swimming etc. And then they’ll say, ‘Here’s the truth. There is one form of exercise that is the best. It’s proven beyond a shadow of a doubt to be the most effective form of exercise for weight loss. Do you want to know what it is? The best exercise is . . . the one you’ll do.’

And there it is.

The one you’ll do.

I think the analogy of paths is good for another reason: they’re already looking for us. People are already struggling with certain problems and symptoms and looking for relief. Let’s make it as easy as possible for them to find us by making as many clear paths through the woods as we can. The easier you are the find, the more easily you will be found.

Many people think that marketing is about searching people in the forest. But we need to remember, the people we think we need to search for are already searching for us. And they’re highly motivated. So, let’s put our energy not into chasing anyone but into getting very clear about who the perfect someone’s are that we want to work with, creating wonderful and inspiring containers to receive them into and then making it almost impossible for them not to find out about us and check us out in low risk ways.

We can’t always afford to lay down a highway to our doorstep. Start with trails of breadcrumbs. Start where you can with the types of paths that resonate most with you.

When there are no paths it’s like you’ve got this amazing thing that nobody knows about.

My suggestion to you: pick three paths. Pick three marketing tactics and strategies that feel really good for you and invest deeply into them. Do you like writing? Speaking? Hosting? Think about the ways of expressing yourself that you are naturally drawn to and delve deep into those.

When a business has all three of these, a clear platform, a strong container and easy paths they tend to have all the business they can handle.

What do you think?

guest post: ‘spiritual marketing’ by howie jacobson

hj headshot 20111 guest post: spiritual marketing by howie jacobsonby Howie Jacobson

“Most of my clients are liars and cheats,” Allen (not his real name) said.

I sighed. It was going to be a difficult consultation.

I was helping Allen improve his marketing. He wanted to know the best wording for AdWords ads that would attract prospects to his website and away from his competition, who were also “liars and cheats.”

Through questioning, I guided Allen to understand his prospects; their fears, their stories, their rationalizations, their fondest desires, their guiding metaphors. But Allen blocked me every step of the way with his dismissive answers. His impenetrable fortress of judgment and opinion blocked all openings to empathy.

Allen returned again and again to wordsmithing based on his current level of awareness, rather than allowing his awareness to be curious about the authentic internal experience of those he would attract and convince.

He ended up with slightly better ads, perhaps. But his judgmental and divisive worldview, which might be titled “Allen vs. the Scumbags,” prevented any insights based on understanding, respect, and (if I may use the word) love.

And therein lies the great opportunity and invitation of marketing: dropping our identification with our own judgments and opening to an unconditional curiosity about the experience of the other.

Isn’t Marketing the Opposite of Spiritual Consciousness?

Most spiritual traditions teach us not to believe our own thoughts, but instead allow a greater reality free from the conditioning of our ever-chattering, judging, commenting mind. To let go of personal desires, ego concerns, and petty identifications. To simply allow reality to exist and move through it in the here and now, without grasping, without forcing, without needing something else to make us OK and whole.

As entrepreneurs, as people of business, we’re in the business of wanting things. We want to make products, sell products, make money, innovate, beat the competition, buy a nice house, put security money in the bank, be free of financial worry and pain. How could we get things done without that engine of personal desire?

As marketers, we’re in the business of making other people want things. By poking their insecurities: you need this if you want to be loved/popular/successful.  By highlighting gaps between desire and reality: you thought things were OK, but they could be so much better. By capitalizing on fear: there’s a limited supply, you might miss out, hurry and don’t take so long to think. How could we move product without appealing to our prospects’ most self-centered natures?

Spiritual Fraud

I’ve spent a lot of time posturing, pretending to others and myself that I was more spiritual that I actually was. From this place, writing ads and sales copy is pure agony. I find myself totally divided; wanting the sales and the money (sometimes desperately when it was a really important client or when I was out of money and the mortgage was due), and not wanting to appeal to the energies of greed and fear within my prospects.

Can you see the problem? I was operating out of greed and fear myself. But I was looking down on people I didn’t know for being greedy and fearful, and seeking to “enlighten” them through my spiritually uplifted marketing.

What a fraud!

At that stage of my consciousness, the only spiritually honest thing to do would have been to honor the energies of desire within my prospects and myself and speak to them directly. You’re scared? I’m scared too. Let’s talk about being scared. You want more money than you have now? So do I. I know what that feels like. Here’s a product that can help you get it.

The Labels Are What Get In the Way

Addressing my prospects at their level of consciousness is a hell of a lot more respectful than trying to impose another level of consciousness, a “more spiritual” level, on them. Especially when it’s a level I only pretend to attain.

The height of spiritual development, as I’ve come to understand it, is to accept everything as it is, without having an agenda of change or improvement. It’s more “spiritual” to sell someone a product that solves their perceived problem than to try to tell them they’re wrong for perceiving the problem.

So maybe you noticed the language trick I pulled in the last section. I changed the phrase “energies of fear and greed” into “energies of desire.” The first phrase is full of judgment; the second is simply a description. If I judge my prospects for being greedy and fearful, I have no place to stand in solidarity with them. My marketing will not connect.

The Spiritual Opportunity of Marketing

I no longer believe that the spiritual opportunity in marketing is to make my prospects and customers into better people. Into spiritually more advanced beings. Into enlightened souls. What a relief to drop that messiah complex!

The opportunity, instead, is to speak with them as they as, without judging or labeling or diminishing. The opportunity, in other words, is my own spiritual development, and nobody else’s. To mind my own business, not yours.

So what is it about marketing that invites my own spiritual growth? The main opportunity is the ongoing discovery of how I project my own stuff onto the world, and then blame the world for having it.

The Ongoing Discovery of Projection

Projection, as I experience it, means that I’m seeing “out there” what’s really going on “in here.” Just as a movie projector takes an image on a strip of celluloid and projects that image onto an external screen, I take my own issues, fears, faults, and assumptions and project them onto the world in general and other people in particular.

How do I know when I’m projecting? When I’m judging. When I dismiss people as wrong or stupid. When I label others in ways that diminish them. Through enquiry into my own experience, I’ve discovered that every single judgment about somebody else is actually a self-judgment.

When I think of my prospects as greedy and fearful, that’s a sure sign that I’ve got currents of greed and fear within myself. When I criticize TV talking heads for being hateful, I know I’ve got some hate inside me. When I complain about the person who only sees the negative in every situation, guess what? That’s all I can see in them.

Even positive judgments are projections. I can only experience you as kind or graceful or loving or brilliant if I can find those qualities in myself. It’s kind of a cosmic law: whatever I see outside is what I’ve got inside. The spiritual teacher Byron Katie has made a career of gently helping us see the delicious ironies that ensue when we project and judge without awareness.

Without projection, without judgment, I simply take each moment, each encounter, each experience as it comes. I can enter into it fully, see what’s there with fresh eyes and vivid awareness, and be fully present to others without needing to change them in any way.

Marketing to Identify and Resolve My Own Projections

So how do I use marketing to identify and let go of projection? By noticing all projections and following them to their logical conclusion, where they point back at me. At that point, believe me, I’m highly motivated to release them.

When I study my prospects, I notice all the words and concepts that arrive with value judgments. Stubborn. Lazy. Entitled. Stupid.Unrealistic. Desperate. Naïve. I then take each one and find it in myself. I always can. Every single time.

Now, if you came up to me and called me any of those things, I’d probably get hurt and insulted and defensive. “I am not. Let me prove it to you.” So no matter how hard the world tries to get my attention to focus on my character flaws, I’m equally persistent in my resistance. My mind is so good at this, I can probably make you feel like my own shortcomings are actually your fault. My interpersonal crimes rarely leave fingerprints.

So I appreciate the opportunity to dive into the deepest fears and longings of my prospects. I head straight for the dark stuff, the shadow desires, the unconscious feelings that are so much more powerful in motivating behavior than the feelings we’re OK enough with to admit to consciousness.

And in so doing, I end up wading through my own muck. As I own it, reclaim it, bring it home, and experience it fully without resistance or numbness, I heal it. How do I know when it’s healed? When I can’t find it outside of myself anymore.

Making Me a Better Marketer

Cleansing my field of projection is not only a tool for spiritual growth, it’s also the single most effective marketing “technique” I know. If you’ve ever been in the presence of someone who has cleaned their perception of projection, you know how wonderful it feels to be truly seen and heard. And how rare an experience it is for most people. When you can speak to your prospects from a place of non-judgment and unconditional regard and respect, they are naturally drawn to you.

Now, I don’t want to end this piece with a lie. So please don’t believe that I’m particularly good at this spiritual practice of noticing and owning my projections. Because I’m not. I know this because there still arise within me a million judgments a day. And some of them are so convincing, I still believe them and act on them and generally make a mess of things.

But at least I’m no longer confused about how to be a “spiritual” marketer. The story goes, when the young nobleman William Penn first saw the light of Quakerism, he asked the religion’s founder, George Fox, whether he had to stop wearing a sword since Quakerism preaches pacifism. Fox’s reply: “Wear it as long as you can.”

That is to say, when Penn truly aligned himself with pacifism, he would no longer be able to wear a sword. The decision would be internally based, rather than dictated by an outside authority.

Similarly, I appeal to greed and fear in my marketing copy to the extent that those appeals work on me. As I develop and grow, my marketing develops and grows. I no longer try to write “Holier Than Myself” copy that falls flat and helps no one.

So when I discovered that I was judging Allen for his pig-headedness and self-righteous separation from his prospects and competitors, I knew what my own next assignment was.

Howie Jacobson, PhD, is the author of Google AdWords For Dummies. He has been an online marketing strategist since 1999, helping clients use the internet to discover, understand, attract and serve their ideal customers. He writes for Fast Company and Harvard Business, and his hippie credentials include teaching at a Quaker School, delivering singing telegrams as a summer job, and playing Ultimate Frisbee every chance he gets. He currently lives with his family in South Africa, where he’s learning to drive a stick shift and be more patient. Follow him at @askhowie, like him at http://facebook.com/askhowie, or sign up for his newsletter at http://askhowie.com.

Island Z: The Unspoken Fears

fear Island Z: The Unspoken FearsA lot of us have fears we never speak about. Fears we imagine no one else has. Fears no one else could understand.

And I think it’s important to know what these are for your client.

I’ve been writing a lot about the journey and the key elements of your platform lately.

Here’s a recap if you’ve missed it.

Imagine a young man on an island (which we’ll call Island A). It’s not that great a place to be. But, it’s all he knows, so he goes about his days. Then he starts hearing that his is not the only island in the world. That there are other islands. At first he doesn’t believe it, but the more he visits the docks and meets these visitors the clearer it becomes. It’s true. And then, one day, he hears about a particular island (which we’ll call Island B). And his heart leaps. He wants to go there.

Of course, he needs to get a boat to go there.

But there are so many boats to hire! Which one to choose?

Your business is a boat. It helps people like this young man get from Island A where they’re struggling with some problem (i.e. set of symptoms they don’t like) to Island B where they have the result they want (i.e. something they’re craving).

But if you can imagine that to left of Island A is another island. Island Z. But the catch is, it’s not a real island. It’s an imaginary island. It’s a fantasy. A fear. A phantom. But it feels so incredibly real. If you can imagine Island Z is in a thought bubble above the person sitting on Island A.

Island Z is where they’re secretly scared they’re going to end up if they do nothing.

These are fears like:

  • ‘If i don’t handle my dating life I’m going to end up old and alone.’
  • ‘If I approach that woman I’m attracted to she’ll think I’m a total creep and tell all her friends and everyone watching will laugh at me.’
  • ‘if I don’t keep my mind sharp I’m going to end up with alzheimers like my great grandparents.’
  • ‘I’m so scared that when I’m older there will be no one to look after me and I’ll end up a bag lady.’
  • ‘I don’t want to end up like my father.’
  • ‘If people knew I was struggling with this then __________ would happen.’
  • ‘If I admit that I’ve got these healthy symptoms then I might find out I have cancer like my father.’

These fears are rarely talked about, but they’re deeply real for people. These fears aren’t things you can be ‘known’ for but understanding them gives you an incredible empathy and sensitivity which will allow you to engage the other three more deeply and safely.

And many of us are, secretly, so scared we’re going to end up there.

I think it’s important to be aware of these fears. Because, sometimes, these fears are so profoundly deep and overwhelming that they can’t even acknowledge that they’re on Island A. They can’t even acknowledge that they have a problem because then they’d have to acknowledge the potential implications of that.

If’ I’m in my 70′s and starting to forget a lot of things, I might not tell anyone because if I do they might take away my driver’s license. They might want to do tests. They might tell me I have alzheimers. And I’d just rather not know.

Island Z can be so terrifying that it keeps us frozen in a holding pattern that’s not healthy for us. And it’s exhausting. We spend so much energy trying to avoid look at it.

When you begin a conversation around new and better possibilities for people, it can bring them face-to-face with their current reality and where that might lead.  It brings them face-to-face with the quality of life that they are currently settling for and where that might lead.  Most people know that more is possible — which makes it all the more painful to look at the level they have decided to live at.

This will bring up pain for people.  So, it’s important to realize the mechanisms that people have for dealing with pain.  In fact, these mechanisms are probably what caused them to settle in the first place.  Basically, there are…

6 Ways We Avoid Dealing with Pain:

1.    Denial: We try to pretend that it’s not there.  We pretend that it doesn’t hurt.  It’s like the old Aesop’s fable about the Fox trying to get the grapes.  He tries to trick the crow into dropping them but, when unsuccessful, walks away saying, “I didn’t want those grapes anyway.”

I have heard people describe denial by using it as an acronym for Don’t Even Notice I Am Lying.

We will go to amazing lengths to pretend we don’t have a problem.  Whether it’s as extreme as alcoholism, the state of our physical health or the state of our finances.  We sometimes seem to believe that if we don’t look at the problem it will simply go away.  Denial is the ostrich sticking its head in the sand.

2.    Sedatives and Numbing Out:  We use sedatives of “food”, alcohol, drugs etc. to lower our level of pain.  The use of any of these once a while, isn’t the issue.  The issue is that we use these as a consistent pattern.  But perhaps the worst drug of all is when people tell themselves “it’s okay”.  When we have attempted to create a result again and again and failed – we tend to give up.

When we try to handle our finances in countless ways and can’t seem to get it together we will either step up and take another cut the ball or we will step down and deal with our pain by saying, “it’s okay.  It’s not really that bad.”  

We will reinforce this by hanging around with a peer group that has equally low expectations of life.  This peer group will say things like, “Hey, don’t be so hard in yourself.  Quit working so hard.  Relax once a while.”  But the peer group is not really saying these things out of any sense of true caring for the person the because they don’t want to look at the fact that they are also in pain – and they don’t want to lose their friend.

3.    Rationalize And Tell Themselves Stories:  you can hear a rationalization a million miles away.  They almost always start with the words “Well it’s not like I…” or “At least I  . . .” (followed by the one strong standard they have).

We’ll say things like, “Sure I smoke once in awhile, but it’s not like I’m one of those people who smokes three packs a day.”  Or when looking at our finances, we’ll say, “Sure my finances are a mess but it’s not like I’m $100,000 in debt on credit cards.”  Or we’ll look at their romantic relationships and say, “Sure, it’s not the most fulfilling relationship in the world but it’s not like we’re fighting all the time and hate each other.”  

The easiest way to rationalize lowering our standards is to compare ourselves with people who have even lower standards.

4.    Justify:  We give our reasons:  “I mean I should do this but…” in whatever comes after that “but” is our “excuse” for not taking action.  So, at least we acknowledge that there is a problem, but the way we choose to deal with it is to prove to other people, and ourselves, why we can’t do anything about it.

5.    Using Softeners:  We say, “I’m big boned…” vs. “I’m fat”.  We say, “I’m having a few problems with my finances.”  As opposed to, “My personal finances are a disaster.”  We will use the language that softens the emotional impact — and so we will never ever connect with the pain that could actually drive them to create the change they want in our lives.  Until we face, and ultimately embrace, the pain they are currently experiencing we will never have the energy or motivation to create the level of change we want.

6.    We Blame: We make it someone else’s fault. It’s my ancestors, my family, my friends, my boss, the world, God, circumstance . . . anything but us. Then we get to feel like a victim and get some sympathy (which can feel nice). But nothing changes. All of our energy gets invested in trying to change things we can’t change.

This is different from seeing how one’s problem or fear is actually a symptom of a larger collective issue – e.g. perfectionism – which can be really freeing.

So how do you deal with these deep fears?

With a lot of love and empathy. Many entrepreneurs miss the empathy piece and end up with one the four client repelling traits I speak to in this blog post.

20 Non Empathic Responses to People’s Pain

a516700194 6003549 1998 Island Z: The Unspoken Fears Many of the following responses to people’s pain may seem empathic, until you’re at the receiving end of them. Give this a read and notice what responses people give you that don’t feel good – and notice which one you tend to give other people.

None of these will work to address the fears of Island Z or create any sense of safety. These are all borrowed from the very excellent book, Non Violent Communication

1. Advising: “I think you should . . “ “How come you didn’t?”

2. Analyzing: “Well, I think it’s clear the reason this happened is . . .”

3. Arguing: “That isn’t right at all. That isn’t how it happened.” “Boy. I really disagree with you on that.”

4. Commiserating: “That’s terrible. She had no right to do that to you.”

5. Condemning: “I need to call you on your racist shit.”

6. Consoling: “It wasn’t your fault; you did the best you could.” “Everything’s going to be okay.”

7. Correcting: “That’s not how it happened.” “It’s not really that hard.”

8. Criticizing: “You know what your problem is?” “Can’t you do anything right?”

9. Diagnosing: “This is happening because you’re so passive-aggressive.”, “You know, you really have a limiting pattern of always doing _____.”, “You know what your problem is?”

10. Educating: “This could turn into a very positive experience for you if you just . . .” “Well, in my experience, it was very different.” “I have a very different relationship to that.”

11. Evaluating: “If you hadn’t been so careless.”

12. Explaining: “I would have called but . . .” “I didn’t want to do it this way, but . . .”

13. Fixing: “What will help you is to . . .”

14. Interpretations: “I think he did that because . . .”

15. Interrogating: “When did this begin? What are you feeling?”

16. Lecturing: “It’s like I always say. . .” “How many times do I have to tell you?”

17. One-Upping: “That’s nothing: wait’ll you hear what happened to me.”

18. Shutting Down: “Cheer up. Don’t worry. Don’t feel so bad.”

19. Story-telling: “That reminds me of a time . . .” “Oh! That reminds me of this Tony Robbins seminar that I went to once. Tony said . . .”

20. Sympathizing: “Oh you poor thing.”

So, if those don’t work, how do you engage with it?

To be honest, I’m not 100% sure, but here are some initial thoughts . . .

Fifteen Ideas on Dealing with the Fear of Island Z:

  • safety: instead of pushing harder, we want come from a place of being gentler and sweeter. We can to make sure that we are as safe a space as possible. That might mean extreme confidentiality. Making sure they can engage with us in a way that no one else ever needs to know. The more safe they feel, the more they’ll be willing to face the truth.
  • empathy: if they can see that we really understand what they’re secretly scared of this goes a long way. I can’t recommend reading the book Non Violent Communication enough for this. The key is that we want to give empathy first for Island A. Just for the symptoms as they experience them. And, of course, part of the symptoms they experience are the fear of Island Z.
  • normalize the problem: we need to help them understand that they’re not alone. The more we can build the understanding that they’re not alone the better. The more they can see this as a widespread issue that many others share the better. We need to normalize the fear. We need it to not seem like it’s a weird thing to have that fear. As Tom Compton says, ‘the resistance to the disturbance is the disturbance.’ Sometimes the feeling that they shouldn’t be having that fear is actually a bigger issue than the fear itself. If you can share your own story of how it took you forever to deal with this and how clueless you were – this goes a long way.
  • normalize the solution: the more you can make it feel like, ‘hey, everyone is doing this’ the more likely they will be to do it as well. This often starts with identifying your hubs and enrolling them and getting them to spread the word for you. This is the kind of thing you might want to do in partnership with other people who are helping people on the same journey (and maybe with a similar boat even). It’s like a bunch of independent retailers getting together to promote a ‘shop local’ campaign. A core principle of community based social marketing is this: make it normal to do the right thing.
  • realistic statistics: we need to help them understand how realistic this fear is. The fear of a plane crash or being attacked by a shark is blown profoundly out of proportion. More people die in traffic accidents than plane crashes. More people die from pop machines than sharks. Let’s just get real here.
  • case studies of success: this is huge. If you can show them story after story of people who were on Island A and didn’t end up on Island Z but maybe on Island C it will do more than just about anything you can imagine. You can’t have too many stories and real life examples.
  • story telling: when there’s a lot of shame and fear around an issue, the traditional marketing approach of writing in the ‘you’ (e.g. ‘Are YOU struggling with money?’) might be a bit too direct. It might trigger shut down and defensiveness which could kill it way before it has a chance to begin. Try telling the story of a typical client (or a micro story) or the story of what it might be like to work with you. By telling a story (often in the third person) you give it a bit of psychological distance which allows people to read it and approach the story in their own time and find themselves in it in their own way. Remember, these fears are most often unspoken. So, for someone to read their fears laid out in a story (even your own story) can be a bit mind blowing (in a good way).
  • realistic honesty about limits of possibility: one of the best things I ever saw in marketing was from a poster about a holistic nutrition workshop. One of the bullet points said, ‘Come and learn the possibilities and the limitations of holistic nutrition’. Wow. That was so powerful. They were willing to admit to it having limitations. That realism built more credibility than any big claim. Instantly more trustworthy. When things seem ‘too good to be true’ they’re not trustworthy. Tell them what you can help them with and what you can’t. Tell them what you think is possible and what isn’t. Be real with them and they’ll melt into openness.
  • address the shame: the more people can understand that it’s not entirely their fault, that their are bigger systems at play that have helped create their problem and that it’s a normal human thing to go through… the more they’ll relax and open to letting it go. The shame of not having dealt with it yet can keep people from even looking at it and having to admit how bad it is. No shame. No blame. The more your presence can reassure and say, ‘hey, it’s okay’ the more they can begin to open to a new possibility.
  • show them a step by step plan: few things will inspire more confidence than you showing them a step by step plan on how you’re going to get them from Island A to Island B. It moves it away from just being you saying, ‘trust me’.
  • educate them about your point of view: go beyond showing them the plan. Show them WHY you came up with the plan you did. Help them understand not just the route you’re suggesting but the map itself. Help them understand the tides, the winds, the hidden rocks underwater. Help them understand why you’ve made the choices they did.
  • build a relationship over time until they’re ready: the importance of staying in touch over time and building trust by adding value can’t be overstated. Marketing is like baseball and you can’t skip bases.
  • help them see a bigger context: share your why. Share the bigger cause you see it all as a part of. Help them see that by taking the journey on their own, they’re making a contribution to a much wider movement. If they can see themselves as a part of a wider movement, they’re a lot less likely to give up – they’ll feel more accountable and more bolstered by others.
  • community: perhaps the most important of all – can you connect them with real people? It can be done virtually or in person. But can you help to become a hub and foster a wider sense of community?
  • be encouraging: life is so short. Too many people die with regrets (often the same five). Sometimes some old fashioned real talk and encouraging words to live our lives fully goes a long way – especially if all of these other pieces are in place.