I’ll be honest with you, this week I am deep in writing content for the new class, and I can think of very little else…so that’s what I’m going to tell you about.
(The class is a kind of read-along + deeper dive into my book. Learn more + join the class right here.)
To write the lessons, I'm reading through the book that I wrote 3 years ago and well, to be honest, it's awesome. I am thoroughly enjoying myself (I crack myself up) and am totally inspired to say a million more things, deeper and more specific things about it (which is good, because that’s what the class is!).
Luckily (well, it wasn't luck, I planned it!) the book doesn't dive too deep into any particular tool (because I knew they'd become outdated) and instead focuses on foundations of an effective marketing plan. But there's so MUCH I've learned in the intervening three years. I have worked with hundreds more small businesses. I have seen some Captains' businesses quintuple in size, and others (even ones I used as examples!) blink out of existence, because the makers burned out or just found something they wanted to do more (which is great!).
Here are the additional lessons I’ve learned about marketing:
- New content is king. No, everyone doesn't need a blog, but everyone does need to give their people something new to share – whether that's new images, new posts, new events, or new products. You can systematize this so it doesn't drive you crazy, but you can't ignore it.
- Ignore everyone else. I think I say a version of this about 100 times throughout the book, but you know what? Working with more students has taught me that you need to hear it another 100 times before it sinks in. IGNORE EVERYONE ELSE. Their success, failure, decisions have nothing to do with what's going to work for you.
- You stand out from the competition by not only focusing on your sparkle and your people (which we cover!) but also by building a business YOU want. Because, you see, you're going to want a different kind of business than everyone else. So you'll make different decisions, use different tools, show up in a different way. By doing this, you're going to have a business that looks and feels different. I've seen Karen do this beautifully with Gentle Clothing. She got clear about her North Star, and then built it right into the business and she ended up with something totally new and fresh.
- It's all about feelings. (Really!) How do you want your buyer to feel? How will your product make her feel? Take THAT and infuse it everywhere – your website, your descriptions, your photos, your emails, the way you write your contact page! The book actually has a worksheet about this in Chapter 4, but over the last three years I've become 100x more addicted to this idea, as I've seen it work over and over for clients (and my own business)!
- The more you can strip away your I-don't-want-to-fail or I-don’t-want-to-look-stupid, the faster you’ll do work that matters and that stands out (and that sells). This is just a fact of life and it’s true in every arena.
If you’re feeling stuck or confuzzled or not sure where to start, start here. Start with what you want from your business, how you want people to feel, and keep giving your people new things to share and talk about (uh, and then share and talk about them!).