Marketing. It's probably the thing we think about MOST as business owners. It's the thing we feel like we need to 'crack' in order to succeed. And in our efforts to succeed in marketing, more times than not, especially early on in business, we create marketing plans and schemes that are complicated to implement and difficult to keep up with. It's like deciding to make a cake, and trying to make it have 7 tiers of sparkly rainbows on your first try. Today on Teachers in Business we're going to talk about about the recipe YOU need for marketing - one that will 'work' without being incredibly complicated or hard to follow. Successful marketing CAN be simple.
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Welcome, welcome. Welcome to another episode of Teachers in Business. I think this is episode 58. And what we're going to talk about today is what I think of as the recipe for marketing success. And it's a simple one, it's all about keeping marketing, simple. Marketing is the most common reason that people come for coaching generally to a business coach. But it is also something like I work with 100% of my clients on and about two thirds of the people that come into my Facebook group. And their answers to questions at the start. I mentioned something about marketing their business, this is a really common struggle, right? It's I want to grow this business. But I don't know how to make myself findable. I don't know how to get in front of the people, I need to be in front of like, where do I go? Who are they what do I do? So when what we're going to do today is we're going to talk about how to succeed in marketing without making it really complicated, we tend to create like, deep and complex marketing plans for ourselves. And we're not trying to make it such that it's a plan you can't or won't want to follow. Like I recently had a client who developed this whole marketing plan before she and I were working together for a launch she wanted to do and by the time she got to the launch, she was like I don't even want to do this anymore. And the whole idea of the process shouldn't like steal your soul, little by little. So it's not a good sign. If by the time you get to the thing you really want, you're exhausted and you don't want to do it anymore. That's not the kind of marketing we're talking about. Here. We're talking about marketing, there really feels like you. And that's part of why she came to me. We're talking about how to make it simple and yours. And so before I do that, what I want to remind you is if you haven't taken a look at charting business success, my small group program, this is probably the last week for a while that it is open and available to you. The next round of charting business success kicks off February 7. And as of right now I have to open spots, but by this time next week, that may not be the case anymore. So you'd have to reach out and ask. But please do because the more the merrier, we'll figure out a way to get everybody involved, even if we have to make two groups. But you know, if you're on my email list, or you're in my group, what you'll know is that I got an endorsement for my charting business success group from Santa Claus last week, and it made my rigging weak. So I have a client who I adore, and she and her husband, in the holidays every year go are Santa and Mrs. Claus. Actually, a couple years ago, they zoomed in my kids over the holidays and 2020 because nobody was going to see Santa anywhere. And my son was still the age where he really wants to do that. And she sent me a message over last weekend, and it said she was meeting with her CFO this morning, which is her husband, which is also Santa Claus. And he said to her that coaching with me has been the best thing that she's ever done for her business. Like he is now sold on coaching Santa is on my side, which is pretty exciting. But you know, when I sat down and really thought about it, I think it's important to line out the kinds of changes she's making as a part of the charting business success group. So the first thing is she's got a clear offer. And she's got a plan for meeting the people that she knows she wants to make offers to. She also had knows now clearly the focus of her work. When we started the group, you know, she said, I've got this thing I'm working on and this thing I'm working on and this thing I'm working out and now it's like okay, now, this is my lane. She knows why what she's doing matters. And she knows how to talk about it with people. She knows what she wants to say. She's also regularly and intentionally stretching out of her comfort zone. Because she has we have helped to help her to figure out that the way she gets to meet those people is by stretching, like no, none of us meet new people in her comfort zone. Her maybe we do I don't know, I don't. And the other thing that she's really doing differently now as a part of the group, she's actively transferring all of the best things that she did as a teacher into her current business. And that really makes a difference. So this is nine weeks into 16. It's going to have made in the end of 16 weeks a tremendous difference for her in her business difference. And the same kinds of changes the same kinds of clarity, the same kinds of focus and intentionality are available to you as a part of this group. And I'll be really honest At $1,000 for 16 weeks, this is a an insane insanely good deal. Like my coaches asked me to raise the price I have not. I don't know if I will when I run the next round in June. But there is something magical about getting into a group like this, you know, sort of towards the beginning, where you're getting the very, very best always going to be great. But this isn't yet like the growing phase where it's like, super fun. I did that with one of the both of the coaches that I've worked with in group programs. And it was the best part because it was really before it's fully scaled. And if you're thinking about how much it costs him the opportunity, this is not the time to skip it. This is the time to get in on it and say yes, because it probably won't be this price again, when it launches another time in June. And it is not going to be until June when I run the next one. So if you're thinking about this, and this might be for you, now is the time. Alright, so let us talk about recipes. So here I was thinking earlier today about cake. I like a lot. So if you know me at all, you know that this probably not a strange thought for me. But I was thinking about cake recipes, particularly. So if you think about a typical cake recipe, basically every cake includes a similar set of ingredients includes flour and sugar, and, you know, some sort of fat, butter oil, whatever, coconut oil, probably an egg or two in some kinds of flavoring. Right, but Illa, chocolate strawberry, I don't know, you can tell me all the things, you know, you watch the cooking shows, and they put things in cakes that I'm like really, huh, I bet I would like that. But it would never occur to me. Marketing is the same. I know that's not the impression we get from through the wide world of the internet, where it's like, if you don't do it this way, it's not going to work. If you don't build a funnel, you don't do these 17 steps exactly in order, it's not going to work. If it's not mapped 1,000% out before you start, it's not going to work. If it is not consistent in a way that is going to bore you to tears and torture you. It is not going to work like I had a coach that I was working with in the over the fall. Tell me some point in the fall that if I wanted to have a freebie, I needed a legitimately No joke, 17 email funnel for it. And I was like, no, because that's not me. And the idea of writing 17 email funnels quite honestly makes me want to like sit under my desk and never come back out. And no one would want my 17 email funnel that I hated writing. So for me for you the recipe of marketing is really about getting the core ingredients in doing what you want with them. The difference between any old cake that has flour, sugar, butter, eggs, and a flavor. And the cake that you make that people absolutely rave about like in the wintertime around the holidays I make religiously sour cream, Apple tough coffee cake that like neighbors or like is it coffee time is the time for coffee cake that my family adores, that I hand out, I probably make 10 of them and just like handed them away. That's the thing that I make. That is really entirely ours. In its cake. It's just slightly different. It's the twist on cake that is mine. What marketing is is the same like it's got the same basic ingredients as cake, but it's got some additions. It's got some sour cream, it's got some cinnamon, it's got some apples, it's the best thing ever. But when we think about marketing, you need your core ingredients. And then you put your own flavor in them right. If you wanted to make blueberry coffee cake you could I have contemplated it I've never actually done it which is crazy because I always make apple you wanted to make it lemon that would be fine. If you wanted to add chocolate chips, it would be delicious. If you wanted to do all of these things. You make it your own. That's what we do with recipes. Marketing is not any different. So in the world of marketing, like general marketing, just like general cake is flour, sugar, fat, eggs, right? I don't know if eggs are a fad i You can see my baking now just limited here. But in the world of general marketing, just like that general cake recipe. There are a couple ingredients that I think are at the core. The first is talking to human beings connecting like there's some vehicle you have to use for connecting to other people. Doesn't really matter what that is you need to be connecting somehow. Some way, you need to be visible to people who don't know you, in some form, they need to be able to find you in what you do. Okay? You need to be clear about who you help what you do and what you're offering them. Okay, that's the third one. And then the fourth one is you just need to repeat yourself a lot. Like marketing is saying the same thing over and over and over again, until people hear you because we all are busy. Our brains are like sibs, and we need to hear the same as messages repeated at us. So that's what marketing is. Now, here's the thing. What you do with these ingredients is entirely up to you how you use them, maybe your version of connecting is, you know, parties in your neighborhood. Maybe your version of connecting is networking, maybe your version of connecting is showing up in Facebook groups and meeting new people and making friends with everybody. I have a friend that's great at that, and I'm terrible at it. Maybe your version of connecting is volunteering, maybe your version of connecting his church, maybe your version of connecting, it doesn't matter. All of the options of like, where you connect to human beings and have conversations are available to you. All you have to do with this ingredient to make the cake yours is pick the kind that you like, it's like do you want to use bread flour, or regular flour or super fine flour? Or what in this cake? Wheat flour doesn't matter. Pick your flavor, then you're gonna pick the ways that it makes sense for you to be visible. In a lot of cases. Those are social media platforms. Maybe it's Facebook, maybe it's Instagram, maybe it's Tik Tok, maybe it's Pinterest, maybe it's whatever, it doesn't matter. You pick the thing that works for you. You maybe have a website, you maybe don't websites for me for you, man, you do or you don't, it doesn't actually matter. I know people that run $100,000 businesses with like, no thought of a website. I know people that run $100,000 businesses, and they only have a website. It all works. It's just doing their version. So whatever way you want to be findable and visible. It might be that you're super present on social media. And that's where people come to find you. It might be a podcast, it might be a book, it might be speaking it might be going to conferences, and being featured as a speaker and standing up in front of people and talking great doesn't matter. How are you visible? The other thing is being clear about who you serve, what you do for them what you're offering. That is so much so like a what flavor is your cake, right? Is it vanilla, chocolate, strawberry, pistachio, and it doesn't matter? What matters is that you're like, This is what I do. This is how I do it. This is why it matters. I was talking to a client earlier this week, today's Tuesday. So I guess that was on Monday. And you know, she said to me, Well, I just need more information so I can decide what I'm offering. No, she's like, I need more feedback. No, that's we goes the other way. You decide what to offer. You get clear there, then people, then you get to offer it. And then you revise. But you the first decision is yours. So that clarity comes from making decisions and then going to talk to humans and be findable and all that stuff. And then it's really just repeat yourself. It's like you know, when you brownies and it's like stir 50 times, stir 50 times, right. So you have the core ingredients, you know how you're connecting, you know how you're visible, you know who it's for. And then you stir a lot. And you just say the same thing over and over and over again, not exactly the same way, of course, because that's super boring. Like you don't post the same offer every day. But you talk about what you're doing, why it matters, how it helps people experiences, you're having things that are connected to it. Things that people might be thinking are wrong problems you solve, why that problems exist, what you're going to do to help them. I mean, like, on and on and on and on none. So this is how we move this forward. This is all marketing is. It doesn't have to be any more than this. You don't need you know, as a teacher, the thing that drove me most crazy was the year that we had like a prescriptive curriculum. Because I am the worst with scripts. Like I'm not great with them even as like these are my notes for the podcast today. You can't see them on the podcast, but you can see them on a video on YouTube. It's like 12348 bullets and a line. That's it. I don't script. I don't do it terribly well and having like a prescriptive curriculum when I was a teacher but it was like, okay, ask this question then say these words, I was like, oh my god, I can't do this. Because it was like, this is the box you're in. And this is exactly how it's supposed to work. And this is going to work for everyone. And as a teacher, I knew that wasn't the case, there was no way those prescriptive questions, we're going to add or help all my kids, because they're all different. And there is no way the prescriptive, this is how a funnel is going to work is going to work for every business in every instance. It's just not, that doesn't make any sense at all. So trying to shoehorn yourself into that process, and make it so that that's the only way you can succeed is not honestly, because that's it, you know, as well as I do that, when we really sit back and think that that's not logical at all. So the question I would ask you today is to think about your recipe, what is your marketing recipe? Is it? How are you connecting? How are you visible? How are you? Who are you helping? And how, what are you offering? And then how do you put that on repeat? How do you stir that look here in the background make stirring in a bowl or emotions, because there's always hand motions here, you can't always see them. But that is really all you have to figure out right now. And then just like anything else, you test, like you make that cake the first time and you take it out of the oven and you're like, Huh, okay, it's kind of funny. So you change it a little bit the next time you take it out of the oven, and you're like It tastes good, but it sure is ugly. So you use a different pan. And then you test and you try and you taste. You don't just change a recipe without making cake. Right? Like that's not how this works. You don't change the marketing without having used it. Okay, it's a recipe, you can do this. So if you have questions, please ask them. If you want to get in touch with me, the easiest way to do that is either via Facebook or LinkedIn message. Just come find me I'm Sara Torpey. I am findable. And you are welcome to also visit my website which is torpeycoaching.com And you can book a time to chat. I'm happy to do I do a lot of one on one connects with people, especially former teachers who are like, wait, what do I do now? And I'm happy to do have those conversations. This is a part of how I show up and serve. And if you're thinking about Charting Business Success, today is the day to reach out and get in touch. Do it this week, so that I can get you in the group and you can start growing with us. I can't wait to get started. I will see you here next week. Bye