Archive for August, 2017

Mighty and powerful vs. loving and compassionate

Wednesday, August 23rd, 2017 | Branding, Marketing, Trust Marketing with No Comments »

love-1985748_19201If you are in the United States (and probably many other areas around the world), you can’t help but see what’s going on in the news related to Charlottesville. Why do I bring this up? Because it’s a perfect example of might and power vs. love and compassion. The news is focused on the violence that happened. They focus on people with riot gear and beating each other up. They focus on Heather Heyer who lost her life. Our President has even stated (multiple times) that there was violence on both sides. This is NOT the message those of us who are against these kinds of hate groups, want to amplify.  We want words like domestic terrorist used.  We want our government to condemn white supremacy.  We want these hate groups to know that they aren’t welcome here.  That message is not getting through.  That message is actually getting squashed.  Why?  Because the goal of these hate groups is to create violence so they feel mighty and powerful.  So that others like them will join in to feel mighty and powerful too.  These tactics work for them and they got exactly what they wanted.  I have participated in a conversation with a group of people who believe, like I do, that another Charlottesville can NOT happen.  That these hate groups must be stopped.  There seems to be a difference of opinion on how to respond locally if we were to have a hate group come and march in our streets.

Personally, I would follow the advice of the Southern Poverty Law Center: “Every act of hatred should be met with an act of love and unity. Many communities facing a hate group rally have held alternative events at the same hour, some distance away, emphasizing strength in community and diversity.” This would give no ammunition for violence at the hate group rally.  Therefore, they would have no might or power.  It would be a non-event.

So, how does this relate to marketing a coaching business?  Every day, I see bullying, shaming and guilt tripping in so many marketing messages.  I see coaches trying to get clients by invading Facebook private messages and LinkedIn inboxes with offers before starting a relationship.  I see marketing gurus teaching those tactics.  These seem like mighty and powerful ways to get a marketing message across.  Strong language and tactics get responses, right?  Wrong!  Ok, so I realize that this is not white supremacy rearing it’s ugly head and the people doing these tactics actually don’t want to incite violence.  But there’s a reason so many coaches do not succeed at getting clients using these tactics. Because being mighty and powerful has led to forcing our way into a client’s pocketbook.

There are coaches  who will succeed with mighty and powerful tactics.  It works for them, because it’s authentic to them. They are people who can easily wear those tactics and become attractive because it matches for them and their clientelle.  Strangely enough, there’s no forcing their way into a client’s pocketbook because their might and power brings a message of help and change that their clients respond to.

Then there are the coaches who would like to think that they can be mighty and powerful (they certainly can be), but it’s just not who they are.  They are driven by love and compassion.  When they try to be mighty and powerful, it’s forced, inauthentic and client’s don’t buy it. Love and compassion can sometimes be seen as “weak” marketing methods.  Do you think the clergy in Charlottesville, who stood in a line with love and compassion, were weak?  Nope!  They sent a message too.  Their message was clear, “we stand together in spite of you.”  They still made the news.  They got positive press.  People acknowledged their  bravery in standing next to armed militia men.  There’s a photo of a black police officer standing in front of some people from the hate group, protecting them, doing his job.  He didn’t say a word, but we all know the irony of that picture.  He got a message across too.  These are mighty and powerful messages…but they weren’t acquired by mighty and powerful means.  They were acquired through love and compassion.

If you’ve been struggling with marketing, I encourage you to take a look at whether you are using might and power to get through to your potential clients or are you digging deep into love and compassion?  Where can you stand mightily and powerfully in love and compassion?  What words will you use?  What tactics will honor love and compassion?  Don’t ram yourself into your client’s pocket books.  Do what comes naturally to you.  Use who you are to easily attract those who are ready for your help in changing their lives.