The other day, I received an e-mail from one of my readers who was complaining about my marketing. In fact, this person tried to teach me how I “should” run my business and try to explain to me why I should not be doing the kind of marketing that I’m doing on my website.
Here’s an excerpt from what this person wrote:
“Fred, I don’t believe that sharing health info should cost consumers. Find another way to earn a living off your site. I am sure that you know you should always give without the expectation of receipt. I think that is what this burgeoning industry should be leaning towards. Inform the people…don’t make their pockets bleed.”
On all appearances, this comment seems honest. But at the heart of it I find several *myths*, *lies* and *misconceptions* about marketing and earning a living doing what you love, and I know that this kind of thinking is hurting a LOT of people.
There’s a sickening belief that comes from the “peace and love” mentality that you find behind this comment, and it’s one that I’ve heard more than once and that will ruin ALL of your chances for success in making a living doing what you love, and ironically enough, will also ruin your chances of actually making a difference in the world and helping people.
The myths and lies behind this are:
– If you’re sharing health information that’s helping people, you shouldn’t charge for it
– Marketing is bad
– You shouldn’t try to sell anything
Let’s be honest here: marketing online is essential to the life of your business.
That’s one thing. There’s no doubt that once I got really serious about learning it, that’s when my business really took off. Before that, I was more or less just surviving.
Marketing is about “presenting the truth attractively”. It’s not about distorting reality and lying to make a buck.
I really believe in what I do and sell so I have no problem marketing myself even if a few freebie-seekers Ã¢â‚¬â€ who wouldn’t have bought anything anyway – are not happy about it.
Believe me, if you have any issues with other people’s marketing, you will have almost no chances of succeeding at marketing *yourself* once you have your own business. And that’s the number one reason why people fail in the natural health movement, because they don’t know how to market themselves! They are too shy about it. They are afraid to be viewed as a “sneaky sales person”, or maybe have all kinds of misconceptions about marketing, or even had a bad experience with it.
Let’s say you walk into a BMW dealership. A sales person comes to you to ask you what you want. If you’re a potential buyer, you’ll definitely want to have the sales representative come to you and tell you all about the latest BMW technologies and models.
But if you’re just there to look at the nice cars and have no intention to purchase, you’ll probably feel annoyed by the attempts of the sales person to have you try out a car or leave with some documentation.
Now imagine you were that salesperson working for the BMW dealership. Do you think you’d NOT contact all the potential buyers because some freebie seekers are “annoyed” by your sales attempts, yet don’t have any intention to purchase anyway?
It’s the same with your own business on the Internet. The freebie seekers who have no intention to buy will be annoyed by your marketing. But if you believe in what you do, that shouldn’t stop you. Nor should that be a “proof” that your marketing is bad. Certain people simply are not interested. Should that stop you to give out the information about your products to those who are really interested?
I think you get the point here.
If you have issues about marketing, deal with them. And do it fast.
And for those who think that when you do something that helps people, you shouldn’t charge for it… well, I feel really sorry for you. You really don’t get it. And the sad truth is that you’ll miss your chance to actually make a difference in the world.
The lifeblood of a business is cashflow. You can’t escape that fact.
If you try to just “give”, first of all, people won’t value your information. And they won’t use it either. And then, your business will fail, and you’ll be back to your 9 to 5 routine working for a big company selling products you don’t even believe in. Does that make a difference?
If you go out of business, you’re helping nobody.
If you have a successful business that sells products you believe in, you’re making a difference in the world.
Yours for success,