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Cutting-Edge Web

How I Fell in Love with Marketing (and how you can too!)

Years ago I had a t-shirt that said, “I (heart) Me”.funny-i-love-me-shirt-t-new-heart-humor-modern-family-tv-white-adult-t-shirt-795a1514a7e33e8174bd25e15c175826

And I do — love myself that is…

But, what shocked me was the response that the shirt got.

Someone actually pulled me aside and said, “I can’t believe you’re wearing that. Do you really think you’re all that?”

They were offended by the tshirt. They thought I was arrogant for wearing it. And even perhaps, for daring to love myself. Clearly, it said everything I needed to know about that person.

These days, while I don’t have a t-shirt that says “I (heart) Marketing”, I can imagine that message would provoke a similar response.

So many people out REALLY hate marketing. They think it’s sleazy. Pushy. Icky. And a hundred other words that have come to represent how they feel when they ask for money.

Why do so many people hate marketing when it’s literally the lifeblood of your business?

I believe that one of the biggest reasons that people are reluctant to market is a misunderstanding of what marketing really is — and it all comes down to how YOU personally define marketing.

And the way that most people define it literally creates a love/hate relationship with the most important activity in your business.

If you define marketing as the way you attract new customers into your business, and the way that you reengage existing customers, it can start to feel like an “obligation”. Even a necessary evil. Something you have to do to have a business. There’s no joy in that.

But that definition of marketing just barely scratches the surface of what’s possible…

I want to share what I’ve learned over the 5 years that we’ve been doing online marketing. This simple shift has allowed me to fall in love with marketing… and one of my missions in life to help you fall in love with marketing too.

And when you do — business gets a lot easier and a lot more fun.

Try this definition on for size:

Instead of thinking about marketing at the surface level as the process of attracting new customers into your business, try thinking about it at a deeper level.

What’s really happening when you do marketing well?

Marketing at this deeper level is actually “the process of helping someone create the mindsets, beliefs and conditions they need to make a change in their life that they want, but can’t attain on their own.

Marketing is a way to be of service and provide life-changing value that allows your prospects to:

  • connect with what they really want, need and desire
  • make a choice about something that’s meaningful to them
  • move forward with clarity and confidence

Everything changes when you shift your definition of “marketing” from attracting customers to connecting with people and transforming their lives.

Instead of feeling like you’re pushing your products, services or “commercial content” onto people… you can instead start to feel like you’re pulling them in with messages that they most want and need to hear.

Instead of being “that guy” or “that woman” that you unfriend on Facebook… you’re providing real value and inspiring people to engage with you.

Marketing is not about your products or services, it’s about engaging with the dialogue your ideal customer is having with themselves, and inspiring people to engage with themselves, discover what they REALLY want from their lives, and helping them down the path to achieving it.

Because that’s where the real transformation lies — when you help people toward where they most dearly desire to go.

So let me know in the comments: how does this deeper definition feel to you?

Are you feeling even a little bit excited about marketing yet?

What’s the most transformational marketing that you’ve ever experienced?

When did you feel excited to consume someone’s marketing?

How can you create that excitement in your tribe too?

If I get enough comments below, I’ll share the 4 other reasons that hold people back from marketing their business in a future blog post.

I’m mission to help you fall in love with marketing and find your authentic marketing voice, so writing this kind of stuff is an absolute JOY.

Love it? Hate it? Let me know...

  1. Patricia Bean

    Thanks for this post, I have been trying to describe the deeper truth of what my service does for my clients and words like attract new clients, improve open rates, increase web traffic feel superficial and buzzy, like I am using words but not embracing their message. What I really want to do is uplift by showing the beauty they create, to provide a communication tool that comes from their authenticity. I photograph for and consult with interior designers.

    Reply ·
    1. Marisa Murgatroyd

      That’s a beautiful intention Patricia. It’s always a balance of addressing the acknowledged need that people have as well as the deeper need and sometimes even pointing the finger to needs that people didn’t know they had. The most powerful messaging works at all these levels…. the instant gratification as well as the more transformational.

      Reply ·
  2. David V Clark

    Thank you for enriching my joyously perfect vocation now.

    Reply ·
    1. Marisa Murgatroyd

      You’re welcome!

      Reply ·
  3. Mediafluent

    A shift in thinking is like fishing on the other side of the boat. 😉

    Reply ·
    1. Marisa Murgatroyd

      Trying to visualize that one! Lol 🙂

      Reply ·
  4. Richard Pethoud

    I love the shirt. Where can I get one?

    Reply ·
  5. Jimmy

    I definitely understand where you are coming from. And I agree with your definition, Marisa. But for me, it’s not ‘marketing’ per se that most people are afraid or against. I think its sales. Maybe some would define them as the same. But for me, they are different but are often interchanged. Some businesses would sell when they should market. Some would continue to market when they can already sell. Some would just sell and never market.

    Reply ·
    1. Marisa Murgatroyd

      Great point Jimmy! As a business trainer who works with thousands of students, I’ve seen a lot of resistance to both marketing and sales, since they both involve putting your work “out there” and ultimately asking people to buy — whether it’s through a 1:1 conversation or a multi-touch marketing campaign. I also like to differentiate between marketing tactics and marketing campaigns. Many people put all their time into tactics that don’t lead to sales and then they get frustrated and overwhelmed…

      Reply ·
  6. Barbara AH

    Sales by Service – well said Marisa! Hugsb

    Reply ·
    1. Marisa Murgatroyd

      Thanks Barbara!

      Reply ·
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About the Author Marisa Murgatroyd

Marisa is the founder of Live Your Message, where she turns entrepreneurs into Online Superheroes, and the creator of Start With You where she helps people just like you to discover the business they're meant to build, not just the business they can build. At 4’11 and a quarter, she’s called the shortest woman in marketing — and that doesn’t stop her from having huge ideas. She’s the “go to” brand builder for industry luminaries and heavyweights such as Justin Livingston, Callan Rush, Danny Iny, Alexis Neely and Susan Peirce Thompson. Marisa helps entrepreneurs create a business that is authentic and aligned with who they are, to empower them to turn up the dial on their “inner superhero”, so they can be the superhero to their tribe, as well as in their own lives.

What's the Business You're Truly Meant to Build?

You have a purpose here on Earth that you’re supposed to fulfill. And certain people here to serve. Watch this Masterclass to discover the business you're meant to build & how to share it with the world.