A six-step guide to effective and ethical marketing for solopreneurs, freelancers, coaches, mentors, and thought leaders.
What does your marketing say about you?
More than you think. Before someone becomes a client, their perception of you is your marketing. High-pressure sales, clever pricing gimmicks and complicated funnels rely on fear and manipulation. Is this how you want to start a client relationship?
There is another way, marketing can be both ethical and effective. It’s time to reframe your marketing.
This book is a practical guide for solopreneurs, freelancers, coaches, mentors and thought leaders who want to create change in the world.
The 6-step process gives you clarity and confidence about who you can most effectively serve, what value you offer and why people can trust you to deliver that value. You will connect with new people so that they consider what you have to offer and feel confident to commit to working with you.
Reframing Marketing is an alternative to win-at-all-costs marketing – no more slick tactics, get-rich-quick schemes or high-pressure sales pitches. I don’t believe in tick-box lists or quick fixes that work for everyone, every time – marketing is more personal than that.
This book will guide you step-by-step through creating your own effective and ethical marketing plan.
My vision is to change the way people think about marketing and how they do it, so they can talk more confidently about the impact of their work.
Why are you writing Reframing Marketing?
Anyone who has sent me a message, read an email I’ve written or tried to read my handwriting knows that I’m dyslexic and dismiss the concept of correct spelling. Instead of grammar lessons at primary school, I had drumming lessons for five years in a row (I was in cahoots with the drumming teacher who moved my lessons so I could avoid grammar!) This goes a long way to explaining my use of English and my general writing ability. It also means that I now rely on Grammarly and Dave, my copywriter, to make my work both readable and, I hope, enjoyable.
Why write a book? Apart from the fact that my flat isn’t big enough for a drum kit, the simple reason is that I couldn’t find the book I wanted to read – one written for solopreneurs, freelancers, coaches, mentors and thought leaders. There are lots of books on marketing, but most either lack ethical or sustainable marketing advice, or are written for corporations. There are books with an ethical focus and I want to join them to help change the conversation and rise above the ‘experts’ peddling the usual tactics, hacks and bullshit.
I wasn’t sure I was the person to fill this book-shaped gap until I heard Rob Fitzpatrick talking on Happy Startup’s Friday Fireside. The passion and energy with which he talked about writing a book made me feel like I could actually do it. So I read his book “Write Useful Books” and spent a few months brainstorming ideas and titles, testing my partner’s patience as I went round and round with ideas.
What exactly am I writing?
Having worked in marketing and advertising for 20 years, I’ve seen all sorts of ways to ‘trick’ people into buying things. You can influence people’s buying decisions and even control the whole process if you have the budget.
If you’re selling ‘stuff’ or more crap that people don’t need, then this might work well for you. That’s what most marketing books are about, and most of the so-called experts out there have been regurgitating the same old tactics for years.
When it comes to freelancers, solopreneurs or people who work with people, the most common thing I see is experts tricking people into buying their programme by teaching these people how to trick their clients into buying their programmes. It’s a money-making machine (or so they say!).
If you want to work with people on a deeper level, really get to know them and add value to their lives, then the same old marketing tricks just won’t work. That is the challenge. If you want to coach, mentor or inspire change in the world, how do you do ‘marketing’ when none of it fits with what you do? Why is no one talking about how to do this? Why hasn’t anyone written a book on how to do it?
Well, I’m working on it, and you can keep up to date with my progress by signing up for email updates below.