Do you want to create content, or connection?

I paused for two weeks to travel & have spring break! If you missed my last email on how to chill about your marketing, find it here.

The most defining thing about spring here in Richmond, VA is that in mid-April the city becomes covered in a thick yellow powder.

Welcome to this week.

The entire city is sneezing, wheezing, and miserable, and waiting for the rain to send mustard colored rivers down our sidestreets straight into the gutter.

Pollen isn’t subtle. It’s purpose is to help things multiply, and it gets the job done by spreading EVERY-DAMN-WHERE via the wind, birds, and bees.

But while the “distribute it everywhere” methodology works great in nature to help things spread and flourish, it’s not something that business owners should be mimicking when trying to grow a thriving business.

Yet, I see it all the time:

The “pray and spray” method of marketing services and selling solutions instead of truly connecting with people who could benefit from working with us.

So often when we think of marketing, our minds default to social media and telling people about the things we do.

We want to create content that promotes engagement and feeds the algorithm instead of doing the simple things that can help us truly CONNECT with the people who want to meet us and hire us.

We try to anticipate what potential clients want to see to fight for a few moments of their attention instead of showing what we value and how we can serve the people who we help.

When we strive to connect, our communications become more than just content. They fuel relationships that help us grow and flourish, no pollen needed.

I had a deeper discussion about this with my clients this week and shared specific examples of how to create connection through great content, but I’ll give you a few points to consider here:

1. Ask yourself if you’re sharing to sell, or sharing to serve? You can read more about the difference between serving and selling here.

2. Prioritize growing your email list and sending a regularly scheduled email that offers real value. Emails reach clients in their inbox and help remove that “I hope they see this on social media” energy that drives many of our posts. Yes, you can do both — and a solid email strategy rooted in connection can also fuel your social sharing!

3. If people often find out about you and your services by referral, make sure you have a referral strategy as part of your overall marketing plan. And, make sure it includes taking care of your referrers!

Above all else, remember this:

Genuine connection without a planned outcome can be some of the most impactful marketing you do.

xox,

Michelle

P.S.: When you want to lead with connection and conversion in your copywriting and communications, you know where to find me.

P.P.S.: ICYMI, I talk about telling better stories in your marketing here.