How to chill about marketing

it just has to be

If you missed my email on resistance to launching the thing, find it here.

Back when I was a corporate ladder-climbing hustle-driven exec, I used to think about how there weren’t enough hours in the day to get things done.

Meetings on meetings, projects on projects, the constant push to do more with less — and do it exceptionally well to “meet expectations” or to have a shot at the highly rare “exceeds” rating at the end of the year — all kept me overwhelmed and burnt out.

Side note: End-of-year ratings were decided in October even though goals weren’t finalized until March.

Side-side note: Do you ever look at the systems we’ve built and realize they’re absurd?

I remember one particularly harrowing week involving extensive travel, participating in more meetings than hours in the work day, being down a staff member on my already lean team, and facing a big, non-negotiable, last-minute deliverable that had a company-wide impact…

I was in my office feeling frustrated when one of my colleagues dropped these words of wisdom: “It doesn’t have to be perfect, it just has to be.”

I wrote it on my whiteboard. That quote was the only thing that didn’t get erased for the next 3 years, and it served as my reminder to stop the struggle with perfectionism and focus on moving forward.

Flash forward to this week when I was leading a meeting with some exceptional entrepreneurs who were frustrated about their marketing…

They came into our weekly workshop feeling the same way I felt all those years ago: overwhelmed; resistant; stressed about what to do next; stuck; and “feeling behind" on what needs to get done.

Why do so many business owners feel this way about their marketing?

I can list dozens of reasons from the hundreds of clients I’ve served over the past 6+ years:

fear of showing up or of how they’ll be perceived

unclear on how to articulate the transformations they foster

unsure of the “right” strategy to bring their visions and goals to fruition

stuck in how they think marketing should work because of bad marketing advice and teachings

feeling smarmy and inauthentic when they communicate about their businesses

feeling trapped by algorithms and platforms and rules that are arbitrary and nebulous at best

confused about what to say to really connect with their audience, instead of just sell their services

and so many more, but

every reason comes back to the desire to be seen, understood, heard, and known so we can help the people and businesses we serve.

You didn’t start your business to become a marketer. 

Well, some of my agency clients did. But no matter the service provided, every client I work with wants to do the work they are here to do, not spend their days trying to articulate who they are and what they do to help their audience understand the deeper transformations they foster.

So, how can you relax the tension around marketing and release the angst and overwhelm?

First, take a deep breath and calm the eff down. No good decision is made from chaos, and marketing from a place of overwhelm and stress won’t get the job done. Reconnect to your vision. Who are you now? What do you want for your business? What are you really here to do? How do you talk about that authentically, in your own voice?

Second, realize that much of what you’ve been taught about marketing is complete and utter BS. You don’t need to be on every social media channel and have a website with every bell & whistle. You need a plan that is based on YOU. When things aren’t working, go back to basics and stop throwing spaghetti at the wall hoping more marketing is the answer. What marketing beliefs do you have that need to be expired?

Third, if you want to be clear, authentic, consistent, and confident in your marketing, you need to know your brand stories and strategy. In business, you need an offer, a way to talk about it, and a strategy to help people find and choose you. What are your foundations? How do you voice them? What stories are repeatable and can help you connect with the people you want to work with and who need you?

Fourth, let go of perfectionism. It’s not that serious. Every post, email, or communication doesn’t have to be THE ULTIMATE one. If you have consistent and compelling messaging, actionable offers, and an aligned strategy — and you’ve built these things to be authentic to you and your goals — you’re playing the long game which is when the success comes.

As I told my marketing group the other day, it is perfectly natural to overthink and feel stuck sometimes. But when you’re here to create magic and deliver great products and services, it’s time to let it go…and let it flow!

Let me know when you try the above process and how it works for you!

xox,

Michelle

P.S.: When you need help with your brand stories and strategies, you know where to find me.

P.P.S.: ICYMI, I talk about aligning your goals to your business strategy here.

 TELL BETTER STORIES. BE MORE YOU. 

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be who you are. let the world respond.