Many times business owners get stuck when it comes to marketing because they feel uncomfortable doing it.  They are afraid of being seen as pushy, intrusive, or fake.

What if you could change the way you think about marketing by connecting to your true intention for doing it in the first place?

Have you ever thought about WHY you are marketing your business?  OK, the answer seems obvious – to sell what you offer – but think deeper.  You genuinely believe your products and services will help people, otherwise you wouldn’t be offering them.  Right?

Try a quick exercise with me for a minute.  Close your eyes (don’t worry this isn’t going to get weird) and picture your clients and the success they reach by using your products and services.

See the impact that your business has on their lives and/or businesses.  Can you see your intention to make a positive difference?

If you are clear about your intention for marketing, then you will be able to approach marketing in a relaxed and confident manner.

When your intention is to help people, to offer them something that may benefit them – that feels good.  It’s even exciting! 

 You could even go as far as to say that you are doing a disservice by not sharing what you offer to people who could use it.

Remember, people can’t buy something they don’t know about.  By making your offer known, you are giving people the choice to consider for themselves if it is something they want.

The truth is that simply sharing your offer is a neutral act that may or may not be accepted.  That’s it.

Imagine what it would feel like if you shifted your perception of what it means to market your business.  Marketing feels natural and positive if your intention is one of supporting your prospective clients and being of service to them.

The focus is not on you or your business.  Your focus is on sharing your offer with the people you want to support.  Here are seven ideas about where and when you can share your offer:

1. Your newsletter or someone else’s newsletter

2. Your website or someone else’s website

3. E-mail or post (snail mail)

4. Google AdWords

5. In the author bio box at the end of articles you write

6. When you’re networking

7. When you’re speaking

Marketing can feel good when you see it as sharing an offer that people want and need.  Discover your true marketing intention and connect to that feeling before you begin your marketing activities.  It will make a huge difference in how you feel as you take action.

What’s more, your audience will receive a message that comes from an authentic intention.  So make the shift, connect with your intention for marketing and enjoy taking action when marketing your unique business.

© Stephanie Ward, 2008

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

It’s a big shock to realize that no one really cares about your business, at least in the beginning of the process.  What people do care about, and want to know, is what your business can do for them.

You can imagine that information about how long you have been in business or why you started your company isn’t the most intriguing introduction.  So why do so many business owners do it?

I know you love what you do and you’re crazy about your business, me too!  It’s just that most other people, including prospective clients, aren’t thinking about your business.  They are concerned with their own lives and what is important to them. 

Think about what you prefer when you are in the position of a being a client.  Would you rather learn about the background of the business or would you like to hear about how the business can serve you?

What we all really want to know is, ‘what’s in it for me’ (sometimes referred to as tuning into radio station WIFM).

This quote by John C. Maxwell sums it all up: “People don’t care how much you know — until they know how much you care.”

So how can you know what your clients care about?  Simply put yourself in your client’s shoes and imagine what it is they want to know.  Think about what issues they are facing and what they need. 

If you don’t know what your clients are thinking, you need to find out.  The best way to find out is to listen to what your clients are already telling you.  You can also ask them directly or with a survey.

Once you know the situation your potential clients are in, you can address it and share how your business can support them.  Speak directly to them and let them see that you understand their situation and how your business can help.

Here’s an example to show the difference between the perspectives of the business owner and the client:

* Perspective of the Business Owner – We are a talented group of tax consultants who have been in business for 12 years.  Our company prides itself on delivering outstanding services to small business owners.  Our consultants are experts in advising on the appropriate tax services and we strive to deliver value throughout the process.

* Perspective of the Client – Are you a small business owner who would love to never have to file a tax report again?  If you would like to spend more time on your core business and end the frustration that comes with filing taxes we would love to talk with you.  Our clients feel confident and relaxed knowing that they don’t have to worry about penalties, mistakes or missed deductions.

Can you feel the difference?  Which company would you hire to do the taxes for your business?

Implement the perspective of your clients into all of your communication, written and verbal.  Think about reducing words like ‘us’ and ‘we’ and use words like ‘you’ and ‘your’ more often.  You can also use questions in your copy to help potential clients identify themselves like the first sentence of the Perspective of the Client example above.

Look closely at all of your communication and see where you can make some changes. Think about areas like:

Written Words (copy)

- Website

- Letters

- E-mails

- Brochures

- Business card (always use the back)

Spoken Words

- Networking

- Telephone conversations

- Speaking

- Videos

Make the shift, turn it around and think about your business from your client’s point of view.  Then get into action and change the words you write and the words you speak when communicating what your business offers. 

Not only will your clients find this much more attractive, it makes doing business a lot easier for you.

© Stephanie Ward, 2007

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.