Insights - August 2006

Conquering Marketing Fears & Complacency

Some artists believe that they magically float high above the mundane task of marketing. For many years the realm of religion fell into that arena, however, it has now hopped aboard the weight-loss movement and broadened its horizons in the retail market.

Christians are now touting Bible Bread and Scripture Bars. "Body by God" and "The Hallelujah Diet" has joined the overwhelming array of diet books. Virtuous Woman perfume packaged with Proverbs passages and Gospel Golf Balls carrying popular Bible verses have hit the stores.

The moral of the story - marketing is not a sin. The truth is that not to market yourself, your services or products is a cover-up for a lurking insecurity. What are your marketing fears - fear of exposure, fear of rejection, fear of accountability, fear of failure or fear of success? These are just a few of the fears we label "justified reasons" that can land in your head to keep you from moving forward with your projects.

Other reasons for not marketing: -lack of knowledge -lack of organizational skills -pricing issues -lack of confidence.

You might be asking, if marketing requires so much then why do it? Simply put - because marketing works. Yes, there will be disappointments along with trial and error efforts, but overall it does work. It is your path to visibility. It requires know-how, timing and a solid belief in what you're marketing. It demands tenacity, perseverance and patience.

The above elements are what you need to override your fears. All your fears may not go away. You may be shaking in your boots as you pick up the phone, knock on a door or walk across the stage. That's OK. What's not OK is to give up before you've barely started because of fears fueled and kept alive by negative emotions. These are fears that keep you immobile. When left unchecked they run the show.

What leads to negative emotions? For the most part suppressed desires. That is when you operate from a belief that says you can't really live your dreams or manifest what you need - so why try? What are you suppressing? What is it you truly want? To discover what you want, ask yourself what regrets will you have when your life ends.

Unleashing Positive Emotions

Letting suppressed desires emerge into daylight is healing. Developing a belief that sees through appearances and supports the possibility of what you desire is cathartic. Taking action leads to breakthroughs and positive change. Practice the above three steps and your fears and anxieties will begin to fade. As your suppressed desires surface positive emotions will be released. Enthusiasm will return and passion will ride out the storms.

Complacency

During the relentless heat and humidity we've just experienced I became complacent. I have air conditioning but in the wrong room. I began to justify my lack of marketing efforts. "I've worked hard all year, it's too hot and I deserve a break." "I'll just think positive and it will happen." "I'll make up for lost time in the fall." Complacency is a subtle death trap for small businesses. Resistance to taking marketing action can cause the overall deflation of your business and spirit. When that happens to you and you catch yourself resting on your laurels or avoiding marketing because of creative excuses - it's time to regroup and redirect your focus.

Gratitude & Attitude

Those two character traits will save you every time. To stay in gratitude is a choice. To maintain a positive attitude is a choice. You always have a choice - no matter what your circumstances. In every moment you are making choices. What are you choosing or choosing not to do? Time is ticking away and before we know it - it's over. This golden moment to live is gone.

If marketing is part of the necessary mix to bring your vision to life then why wait? From the wise, yet simple message of Joseph Campbell, perhaps it's time for all of us to just "Jump."

© Copyright 2002-2010 Susan Ann Darley. All rights reserved.

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