fast marketing vs. slow marketing

Three months ago, I wrote a blog post called Slow Marketing.

It was all about how it’s okay (even important) to slow down our marketing.

This is a wonderful philosophy but what if you need money yesterday? What if you’re so broke and you can’t afford rent? All of a sudden, the slow approach while philosophically satisfying, doesn’t cut the mustard. So, what do you do when you resonate with a slow approach but you need fast results?

This was a question in my mind when I got on skype with my colleague George Huang (pictured left) of http://freedompreneur.com/. Years ago, George created an income of over $10,000/month in 73 days.

And he did it without most of the things we’re told we need to have.

Note: I’ll be releasing the eye opening transcript of this call for sale soon (at a very affordable price I think you’ll like a lot).

To be clear, he did it without a big list, a Web site or a blog, a bunch of social proof and client success stories, a business card, referral sources and huge hubs, social media, an ethical bribe or free gift, a huge sales funnel with ten levels to it, a million ways to market himself or a business plan.

What did he do?

He did what all of us need to do when we need results fast. He focused and he hustled.

When you need income and clients fast you need to laser in on one project + one marketing method and work it.

George printed out a little poster for a workshop he was planning. And, after wasting a month on trying to get clients with free consultations (which he didn’t know how to do properly) and then two more weeks on a website and blog he went to every morning business networking meeting he could. Each participant had one minute to introduce themselves and he stood up with his little poster and plugged the workshop. He got 19 people to go to his workshop (some for free others paying $25).

At the workshop, he offered a free session to anyone who resonated with his perspective. 13 people took him up on that and then four people became private clients at $1,500 a month. Within 73 days of conceiving of that event, he had seven private clients at $1,500 a month. That adds up in U.S. dollars to $10,500 a month.

This entirely echoes my own experience of creating a lot of money fast. Pick one thing and work it.

When you need money and clients fast what you most need to do is pick a single project focused on a single niche and work it hard.

Once you’ve got the basic project, divide it into steps.

In his case there were three steps . . .

step #1: fill the workshop by using a marketing strategy that played to his strengths. Do you love speaking? Do that. Networking? Do that. Writing? Do that. Don’t worry about doing everything. Just get out there.

step #2: lead the workshop. Give people lots of value and a clear sense of what your point of view is. Let them meet you and get a sense of who you are and how you see things.

step #3: lead the free sessions and, where it felt like a fit, offer his monthly coaching package. Creating a compelling ‘free session’ can be powerful if you avoid the three big mistakes most people make (although George does exclusively paid intro sessions now and can teach you how). You can use that free consultation to figure out (on both sides) if it feels like a fit to explore working together in a more committed way.

Come up with some sort of ongoing package. Some people will do a series of six sessions. Others will set up an annual contract for 12 sessions, one per month. Others will set up an ongoing monthly session with no end date. But invite them to make a larger commitment to their journey and offer your help on it. It’s okay if they say ‘no’ to you. They might just say yes.

But  this whole model would have been a huge waste of time and money if George had left out step three.

Most service providers get stuck in a cycle of Step One and Step Two and then end up broke.

Figure out what you can offer than will bring more financial sustainability into your life and more value and progress into theirs.

Slow Marketing is the long game (and there are three big things you need to do to build that up). But Fast Marketing is the short game – and, being real, sometimes you need to learn how to play it. You need to learn how to drive the golf ball long, but also how to putt. It’s not the tortoise vs. the hare – it’s the tortoise AND the hare.

Let me restate something: he did this without a big list, a Web site or a blog, a bunch of social proof and client success stories, a business card, referral sources and huge hubs, social media, an ethical bribe or free gift, a huge sales funnel with ten levels to it, a million ways to market himself or a business plan.

Let me put this another way: those things are all useful in the long game but irrelevant for your short game.

Stated another way still: focusing on those things will, very likely, not bring you any money in the short term.

If you need money fast, stop trying to grow your business as a whole for a bit (put only 10% of your efforts there) and start focusing 90% of your efforts on the most lucrative and exciting possible project.

Slow marketing is designing and building your dream home. Fast marketing is building one of the rooms in it.

And then, when you’ve got some financial space from the amazing success of your project, slow down and go back to work on your foundation. You’ll thank yourself for it later.

plenitude: the new economics of true wealth

I was in Vancouver a few weeks ago and my friend Jackie told me about a new book she was reading called ‘True Wealth.’ (originally titled ‘Plenitude’) She gave me the basic run down and I loved the messaged.

So I emailed the author and she kindly sent me an excerpt to share with you. Thanks Juliet.

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Excerpt from Chapter One

INTRODUCTION

Global capitalism shattered in 2008.

The financial system came frighteningly close to a total collapse and was saved only by government guarantees and massive injections of cash. An astounding $50 trillion of wealth was erased globally. Economic pain drove people into the streets around the world, from Iceland to Greece, Egypt to China.

Since then, the global economy has been rescued, but it hasn’t been fixed.

That will require fundamental changes.

Climate destabilization, economic meltdown, and the escalation of food and energy prices are warning signs from a highly stressed planet. Ecologists have defined a number of safe operating zones for the earth’s complex systems and are finding that human activities have already led us outside a number of them. But the mainstream conversation has been stalled by fatalism. We’re better at identifying what can’t be done than what we need to accomplish.

There is a way forward, and I call it plenitude.

The word calls attention to the inherent bounty of nature that we need to recover. It directs us to the chance to be rich in the things that matter to us most, and the wealth that is available in our relations with one another. Plenitude involves very different ways of living than those encouraged by the maxims that have dominated the discourse for the last twenty-five years. It puts ecological and social functioning at its core, but it is not a paradigm of sacrifice.

To the contrary, it involves a way of life that will yield more well-being than sticking to business as usual, which has led both the natural and economic environments into decline.

The version of plenitude that I describe here is addressed in large part to inhabitants of wealthy countries and wealthy inhabitants of poor ones. But most, although not all, of the principles of plenitude and the economics underlying it are also relevant for lower-income households in poor countries. In its general outlines, if not specifics, it’s a widely applicable vision of economic life.

Plenitude is also about transition. Change doesn’t happen overnight.

Creating a sustainable economy will take decades, and this is a strategy for prospering during that shift. The beauty of the approach is that it is available right now. It does not require waiting for the clean-tech paradigm to triumph. It doesn’t require getting government on board immediately.

Anyone can get started, and many are.

It was the right way to go before the economic collapse, in part because it predicted a worsening landscape. It makes even more sense in a period of slow growth or stagnation. As individuals take up the principles of plenitude, they are not merely adopting a private response to what is perforce a collective problem.

Rather, they are pioneers of the micro (individual-level) activity that is necessary to create the macro (system-wide) equilibrium, to correct an economy that is badly out of balance.

That balance won’t develop automatically. All large-scale transformation requires collective arrangements to succeed. We need environmental accounting, a mechanism to reduce carbon emissions, and an end to fossil fuel subsidies. We need new labor-market policies. We need to reform our health care, education, and retirement security systems. But while we work for those changes, here’s a vision for a way to live that respects the awesome place we call earth and all who live upon it.

The Fundamentals of Plenitude

From the perspective of the individual, there are four principles of plenitude.

Principle #1: Work Less

The first is a new allocation of time. For decades, Americans have devoted an increasing fraction of their time and money to the market—working longer hours, filling leisure time with activities that require more income per unit of time, and buying, rather than making, more of what they consume.

It’s time to reverse this trend and diversify out of the market.

This doesn’t just mean the stock market, although its recent volatility suggests that’s one market to which this point applies in spades. Today’s smart strategy for many, if not most, households will be to begin a shift away from the formal and centralized sets of institutions and arrangements that are called the market. By “the market” I mean business-as-usual (BAU) economic activity.

BAU is a term that came out of the climate discourse to indicate what would happen if we didn’t address rising emissions. Here I use it to indicate the continuation of the current economic rules, practices, growth trajectory, and ecological consequences of production and consumption.

It especially refers to the large corporate entities that dominate the market and are heavily invested in it. For individuals, relying less on the market spreads risk and creates multiple sources of income and support, as well as new ways of procuring consumption goods.

Concretely, what this means is a moderation in hours of work. For time-stressed households with adequate incomes, it likely means making trade-offs of income for time.

Reclaiming time frees up resources to invest in ecologically restorative activities and creates the opportunity to replenish the human connections that were depleted in the boom years. Of course, millions have had an altered equation of time and money painfully thrust upon them through unemployment or other losses of income.

For that group, which already has a surfeit of time and not enough money, the advice involves moving forward with plans that are less centered on full-time employment in the BAU economy and more oriented to the emergent sustainability sector, which includes both businesses and the parallel economy developing amid the wreckage of the collapse.

This encompasses areas such as household food cultivation, home construction and renovation, and community initiatives such as barter and bulk buying.

Principle #2: Self Provision

This brings us to the second principle of plenitude, which is to diversify from the BAU market and “self-provision,” or make, grow, or do things for oneself. Indeed, the rationale for working fewer hours in the market is not only, or even primarily, about reducing stress in daily life (although that is certainly important). Recovering one’s time also makes self-provisioning possible and reveals a liberating truth: The less one has to buy, the less one is required to earn.

The downturn has accelerated what was already a robust rediscovery of doing for oneself among sustainability pioneers. Plenitude aspires to transform self-provisioning from a marginal craft movement into something economically significant. That requires raising the productivity of the hours spent in these activities. As I argue later in the book, new agricultural knowledge and the invention of small-scale smart machines make it possible to turn household provisioning into a high-productivity—and economically viable—use of time.

These ideas reverse the direction most households have taken in recent decades and contradict what modern economics preaches, which is that specialization, in one skill or one job, is efficient. Specialization may have made sense when the market was offering better returns. Even as wages stagnated, ultra-cheap consumer goods were hard to turn down. Today, in a world of ecological and economic uncertainty and distress, putting all one’s eggs in the basket of the capitalist market looks like a more dubious proposition.

Principle #3 – True Materialism

The third principle of plenitude is “true materialism,” an environmentally aware approach to consumption. In the United States, the speed of acquiring and discarding products accelerated dramatically before the crash. Consumers knew relatively little about where purchases came from and the ecological impacts of their production, use, and disposal. But many people do care, and want to lighten the footprint of their spending.

Perhaps surprisingly, the route to lower impact does not require putting on a hair shirt. Nor does it entail making consumption less important. Indeed, the plenitude consumer is likely passionate about consuming, and deliberate in the creation of a rich, materially bountiful life.

We don’t need to be less materialist, as the standard formulation would have it, but more so.

For it is only when we take the materiality of the world seriously that we can appreciate and preserve the resources on which spending depends. Living sustainably does mean we can’t reproduce a lifestyle of gas-guzzlers, expansive square footage per person, bottled water, and outsize paper consumption. But it doesn’t mean we can’t have fabulous clothes, low-impact electronic gadgetry, great local food, and a more leisurely mode of travel.

Plenitude means that you will actually have time to take the slow boat to China if that appeals.

Principle #4 – Build Community

The final principle is the need to restore investments in one another and our communities. While social bonds are not typically thought of in economic terms, these connections, which scholars call social capital, are a form of wealth that is every bit as important as money or material goods. Especially in times of distress, people survive and thrive by doing for one another. Interpersonal flows of money, goods, and labor are a parallel system of exchange and savings.

One casualty of an intense market orientation is that community has gotten thinner and human ties weaker. People haven’t had enough time to invest in social connection outside their primary families. By recovering hours, individuals are freed up to fortify their social networks.

These, then, are the individual principles of plenitude: work and spend less, create and connect more. In turn they yield ecological benefits—emit and degrade less—and human ones—enjoy and thrive more.

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You can also enjoy a video of her lecture on Plenitude here:

 

 

Juliet Schor is Professor of Sociology at Boston College. Before joining Boston College, she taught at Harvard University for 17 years, in the Department of Economics and the Committee on Degrees in Women’s Studies. A graduate of Wesleyan University, Schor received her Ph.D. in economics at the University of Massachusetts.

Her most recent book is Plenitude: The New Economics of True Wealth (The Penguin Press 2010). She is also author of the national best-seller, The Overworked American: The Unexpected Decline of Leisure (Basic Books, 1992) and The Overspent American: Why We Want What We Don’t Need (Basic Books, 1998). The Overworked American appeared on the best-seller lists of The New York Times, Publisher’s Weekly, The Chicago Tribune, The Village Voice, The Boston Globe as well as the annual best books list for The New York Times, Business Week and other publications. The book is widely credited for influencing the national debate on work and family.  The Overspent American was also made into a video of the same name, by the Media Education Foundation (September 2003).

sacred economics

Charles Eisenstein has written one of the most beautiful and honest books on economics that I’ve ever come across. I’ve rarely heard a take on money and economics that I resonate with more strongly. It’s so deeply in line with my pay what you can philosophy.

I first came across him on a video he did for the Occupy Wallstreet movement.

It’s called Sacred Economics (order a copy at your local book store) and here’s a ten minute video all about it.

I share it because . . .

1) if you’re thinking of writing a book, consider how powerful a pink spoon a well produced online video might be in promoting it.

2) i think you’re going to love what it’s about and it might just help you get clearer in your own relationship to this odd thing called ‘money’.

3) this is a brilliant example of a lucid and clear point of view.

 

patch adams on community

In this 16 minute video, Patch Adams shares his provocative views on the business of health care.

 

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12 Toxic Myths of Wealth: The Personal Growth Industry’s Bankrupt Notions of Prosperity

So, how do us hippies relate to money?

Not an easy question. There are so many people with strong opinions about this. And it can be easy to swept up into something because it ‘sounds good’.

I feel an urgency because of what I’m seeing in my travels leading workshops for holistic practitioners, life coaches and others in the personal growth field.

Maybe you’ve seen this too . . .

A smart, progressive person. They do yoga, enjoy their smoothies and soy chai lates. They go to a lot of workshops. They consider themselves ‘green’. And then they get involved in pyramid schemes, crazy investment deals, currency trading, land development etc. with no consideration at all for the impact they might be having on the world. Getting caught up in greed. The lure of easy money.

Critical thinking, due diligence and any real investigation into the true sustainability is thrown out the window. They find themselves involved in questionable activities because they money is so good.

Money . . . The end of their financial struggles. Getting out of debt. Being able to afford good organic food, that juicer and the supplements. Being able to take a vacation. Get adequate child care. Ease. An outbreath. Space. And contribution – “If I make all this money, then think of the good I can do!” None of these needs or desires are foreign to any of us I suspect.

They read a lot of books – like those pictured here. They’re trying, you see, to get over their limiting beliefs about ‘having a lot of money’. Being rich = good. Being poor = bad. What could be more clear?

Somehow – the efforts to heal our issues around money has actually become another form of poison. Somehow, the beautiful intentions of growth and healing have been completely co-opted by the forces of capitalism and greed.

But done so slickly that it feels like empowerment. The cure has become worse than the disease. Rather – the cure is the disease.

And, it’s . . . disturbing.

I want to write about this. I want to challenge this.

I’ve been meaning to do this for a while. The Personal Growth industry has a certain point of view on wealth. I think it’s actually remarkably well summarized below (these mostly come from the work of T. Harv Ecker).

The statements below are, of course, painful simplifications, distortions and distractions.

But they’re hardly new. I suspect you find versions of them woven through the fabric of civilization. And certainly through the industrial era.

And I want to write a critique of them. It may end up becoming a book. A book written for those involved in the personal growth movement who feel like something is ‘off’.

I would love to invite your thoughts on any of the twelve statements below. Perhaps we can all collaborate on this. I will weave comments you leave into an article (you’ll be referenced).

Are you game?

This piece is a critique – I’ll be exploring alternate views in future work.

Feel free to post links to articles, quotes etc.

MYTH #1:

Rich people believe “I create my life.” Poor people believe, “Life happens to me.”

MYTH #2:

Rich people play the money game to win. Poor people play the money game to not lose.

MYTH #3:

Rich people are committed to being rich. Poor people want to be rich.

MYTH #4:

Rich people think big. Poor people think small.

MYTH #5:

Rich people focus on opportunities. Poor people focus on obstacles.

MYTH #6:

Rich people admire other rich and successful people. Poor people resent rich and

successful people.

MYTH #7:

Rich people associate with positive, successful people. Poor people associate with negative or unsuccessful people

MYTH #8:

Rich people are willing to promote themselves and their value. Poor people think negatively about selling and promotion.

MYTH #9:

Rich people are bigger than their problems. Poor people are smaller than their problems.

MYTH #10:

Rich people choose to get paid based on results. Poor people choose to get paid based on time.

MYTH #11:

Rich people constantly learn and grow. Poor people think they already know.

MYTH #12:

Rich people know that money is just energy. Poor people think it’s paper and coins.

Questions before the house:

1) How do you feel about the myths below?

2) What’s wrong with them? Where are they ‘off’? What do you see as the heart of the issue here? Is there anything missing?

 

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Sick of Self Promotion?

At the beginning of September I went to an event for folks who do similar things to me. With the likely exception of them all being far richer than I am. While I was there I met Morgana Rae from www.abundanceandprosperity.com

And I really liked her.

She works to help people clean up their relationship around money.

Beautiful stuff.

At one point in the gathering, I went on a small rant about not wanting to just help people succeed in this economic system – but to take this system down. That this current economic system is rotten to its core. And she was nodding. New Agers often don’t nod but look on in horror and later try to convince you that your economic class analysis is a limiting belief about money. Grrrrr. There are a lot of bullshit ideas about money.

Our relationship with money is a tricky bit of business – most of us could use all the help we can get.

So, I asked Morgana if there was anything from her blog she wanted to share and she offered this piece. I love it.

Most people I work with have a real ‘allergic reaction’ to self promotion. It feels gross, pushy, insincere and just ‘off’ in a lot of ways. Promoting other people’s projects? Easy. Promoting their own? Strangely hard. Here are some thoughts from Morgana about this . . .

Here’s the specific email that came in:

“I want my work/service to be a Money Magnet for me through it’s impact in transforming lives but I do not choose to promote myself or to be identified only with my work/service offering.”

Can you relate? It’s so much easier to promote other people than ourselves, and we want to be recognized as more than just our job.

I’m going to give you the solution sweet and sour.

First the sour: If you really do have an impact on people and you transform their lives, I believe you have an ETHICAL DUTY to let the world know! You may choose to withhold your gift and hide under a rock, but honey you will suffer for it in the end.

Stop thinking about yourself. Think about helping other people. It’s about caring more about the pain of others than your fear of of being judged or rejected.

And as soon as you get that, we get to the sweet: If promotion hurts, you’re doing it wrong. Pain is overrated, and it’s a good signal that there’s a better, easier way to get what you want.

Nice, huh?

1) First get clear on what you’re “promoting.”

You don’t  have to promote yourself. And forget all those classes and elevator speeches and networking meetings. It all feels so desperate. Unless you like networking meetings and the food is good.

Take a moment, take a breath, and be that human being you really are. What do you know about the human condition? What do you know about pain and redemption? What do you BELIEVE?

THIS is what you promote. And you ONLY do it in the ways that are easiest, truest, and most fun for you.

2) Do what’s fun.

If my business depended on cold calls and networking meetings, I’d be broke. Even coffee meetings–which work great for my friend Heather–deplete my energy without bringing me clients.

I feel like I HAVE to prove myself in those situations. Ick ick ick. It’s not fun for me, so it doesn’t work!

Do the thing you like to do best. Delegate or scrap the rest. If it feels like work to you, it probably feels like work to the person on the other side of the table.

Radio interviews, teleclasses, blogging, facebook, and this newsletter are just EASIER for me. This is an introvert’s dream job! No heels, no mascara, and I don’t have to prove anything in 30 seconds.

We are the LUCKIEST people in business history in regards to attracting our ideal clients in unlimited abundance: the internet is free! And it’s efficient. You reach hundreds, thousands, and millions of people, and you all the time in the world to BUILD RELATIONSHIP. (See my next point.)

3) Build Relationship

Don’t focus on getting people to buy. If something feels like self-promotion, you’ve fallen out of rapport. Stop, back up, and rebuild relationship.

LET YOURSELF OFF THE HOOK! Stop selling.

4) Go back to service.

I believe that financial stress is the #1 excuse for people not living their dreams, and that our relationship with money is the culprit. It just so happens that I can’t bear to see any one or any thing in pain. I have a method that seems to work, so I share it. And believe me, if you find something that works for you better, do it! It’s NOT about me or my thing at all. It’s about helping.

You say you want to magnetize money through the impact of your work and its ability to transform lives. If that’s the case, make your IMPACT BIGGER!Help more people. It’s as simple as that. Hiding helps no one.

We all want to hide. We’d all like our handsome Money Honeys to come in and rescue us and do all the magic for us. That’s NOT what I teach!

I teach that your Money Honey speaks to you for your highest good, and your prosperity serves the world. Your Money Honey demands your best.

5) Let people think what they will.

NOBODY knows the real you. We all have little pictures of the role we see you play in our life. Some people will identify you only with your work. We call them strangers. Other people will know you as more than your work. We call them friends, family, and anyone else you let in on a deeper level.

This is EXACTLY as it should be.

The bottom line is if you don’t like self promotion, take your self and the promotion out of it. Go back to your mission, your reason for being on earth at this moment in history.

Make your mission more important than hiding. Make it more important than being hired. Make it more important than what people think of you. Make it more important than being right.

Have as BIG and impact as you can. Listen to what the Universe and your “Money Honey” want from you. THAT’S when your work will be your money magnet.

Morgana Rae is an International Speaker, Author and Professional Coach who helps entrepreneurs attract more than they chase and RADICALLY change their relationship with money. Download a FREE audio teleclass “Proven Steps to be a Money Magnet” at www.abundanceandprosperity.com

 

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The Formula That Will Triple Your Income

Bernadette Doyle walks you through the an exercise that was the trigger to her tripling her income.

This is a super ‘get real’, conversation about how much money you want to earn. I dare you to figure out your own numbers.

Go watch the video here: http://clientmagnets.tv/triple-your-income/

 

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