S2 Ep1 Why Change Makers Need Change Making Marketing

Season 2 of The Marketing Mirror is here
and it’s about to change the way you see marketing, for good.

Because here’s the truth:
 the “sexy sell” has dominated the industry.
 Quick wins, shiny promises, surface-level attraction.

And it works… until it doesn’t.

Behind the scenes, it creates misaligned clients, disconnection from your work, and a slow erosion of the very impact you came here to make.

This season, we’re done with that.

We’re going deeper, into the kind of marketing that feels as embodied as your service. The kind that requires courage, because it doesn’t always get instant applause. The kind that isn’t watered down for mass appeal but resonates so deeply that the right people can’t look away.

Because marketing has the power to manipulate,
 but it also has the power to awaken.

And this season, I’m going to show you how to use that power consciously.

If you’re ready to stop chasing the sexy sell and start creating resonance that lasts, Season 2 will give you the clarity, courage, and conviction to do it.

You can find my free call calendar here;

https://calendar.app.google/szp5thGgNRAndnjs5

And more about my work here: 

https://www.consciouscreatorco.com/

Or, pop over to Instagram and say hey!

https://www.instagram.com/consciouscreatorco_/

I'd love to hear what you thought of this episode!

Head over to Instagram and let me know:

www.instagram.com/consciouscreatorco_

Transcript

(0:00) Hi and welcome to The Mirror, the podcast where conscious business owners learn how to practise (0:06) marketing that is conscious, enjoyable and a true mirror of the brilliance of their service. (0:13) This isn't another generic marketing podcast, this is where you learn the deep psychological (0:18) principles that create effective marketing, where you can quiet the noise of the business world and (0:24) tune in to how to do things that are a true reflection of you, where you can learn how to (0:29) finally have the impact you know you are capable and worthy of having. I'm your host Emma, a (0:36) marketing expert of over a decade.I truly love what I do and I'm bursting with knowledge to (0:41) share with you all, so sit back, relax and let's dive in. Hi and welcome back to a brand new season. (0:50) I am so excited to be finally sitting down to record these episodes after many months of having (0:57) so many ideas and things that I want to say that have kind of been forming a bit of a bottleneck (1:03) when it comes to actually expressing them and getting them out in the world and I know that (1:08) this is something that so many of us experience as creatives and I will be touching on this actually (1:14) within this season.But the place I really wanted to start was actually where I left off. So my last (1:21) episode was a bonus episode on why I decided to rebrand a booked out business and since then I (1:29) have been on this real journey of embodying this new way of being within my work and I've actually (1:37) been embodying it for the last few years. It just now feels like it's really coming through powerfully (1:43) with conviction which can only come through this deep period of embodying your work yourselves.(1:50) I know many of us as creatives kind of feel like we can get a little bit stuck or things aren't (1:57) moving at the speed perhaps our conscious mind wants them to move at but this is such an integral (2:04) part of the process for you to really let the creations land within, for you to experience them (2:11) and kind of try them on for size yourself and I speak about this to clients a lot when you fully (2:16) claim something in your work. Don't be surprised if the universe then delivers you some tests or (2:23) experiences or insights to really be able to embody what it is you're putting out into the world. And (2:31) this is actually marketing gold within this entire phase but I'm going to speak about that in a whole (2:36) other episode.But today I really want to land where I left off because I was speaking about (2:41) in my last episode how I'm moving into this way of marketing that really speaks to change makers. (2:49) Now I'm going to explain this as the episode goes on but I want to start with something that I've (2:54) actually just experienced this morning on a walk with a friend. We grabbed a coffee from our little (2:59) coffee van and actually went to put our toes in the sand and walked along the beach and it was so (3:03) lovely.It's one of those beautifully crisp autumn days where it's a little bit chilly but it feels so (3:09) fresh and you can really feel the warmth of the sun on your face which is just perfection and we've (3:14) had a very rainy start to autumn so this has been such a delightful change. And I was talking to her (3:21) about how I'd been to a pilates class and how my legs were really hurting. And we were speaking (3:27) about like our current relationship with exercise and where we're really at and we ended up getting (3:33) onto this topic of kind of feeling a little bit frustrated with how so much of exercise is (3:40) advertised as having a aesthetic outcome.I went to a class the other day at my gym and the entire (3:47) time the instructor was like come on girls let's grow those booties and like let's get a juicy (3:53) peach or like I don't know if that's the right lingo. Like really out of my depth even explaining (3:57) that. And it was the same with pilates it was very much advertised as like burning your bum and (4:03) growing your bum basically.And one of my best friends is a personal trainer and she often speaks (4:10) to me about this because it really frustrates her because it doesn't actually work like that. To (4:16) grow a bum you need to build muscle mass and this sounds like I'm going off on a real tangent. I'm (4:20) not a fitness instructor but it will make sense in a moment.So you need to be in the gym like (4:26) lifting weights and building the muscle mass that you're not really going to get from body weight (4:30) style exercises. You may eat a little bit but certainly not like the kind of bums that you're (4:35) seeing on Instagram which yeah can really become all over your newsfeed if you're not careful about (4:40) what you consume. And so we were saying okay a it's annoying because it doesn't actually create (4:46) that result so it feels a little bit misleading and kind of like false advertising.But b like (4:51) why is it assumed that that's what we want? And we were saying well of course for a lot of people (4:57) that is a very sexy sell. Like that is going to really appeal to people (5:02) because we are kind of being conditioned to think small waist big bum. Like it's become (5:07) like the new version of what used to be like being small and being skinny is now like having (5:13) I think people call it snatched waist.Again I'm not even really entirely sure what that means. (5:18) But it's just basically this other aesthetic that we as women have to adhere to. And we were saying (5:24) full compassion totally get it.Like we're in a cost of living crisis. Like people just want (5:29) people in their classes. And speaking about these very obvious things like growing a booty as they (5:35) kind of use the phrase is going to appeal to people and it's going to get people in the class.(5:40) And my friend was saying how her friend who's a Pilates instructor if she uses the word abs within (5:47) her marketing it books out the class. If she uses the word core which is actually really what she's (5:54) working with no one comes and no one wants to go. And my friend and I were saying that we are (6:00) actually going to Pilates to really strengthen our core.We want to improve our posture. We want (6:04) to work on our mobility. We want to be able to move through life with this strength.But we very (6:10) much realise that we are the minority within that because many people are confirming it's not what (6:17) sells it not it's not what gets people through the door. And so there's this element and this (6:22) isn't a call out by any means as I say like I get why people do it but there's this element of almost (6:27) selling out in the process of selling spaces because people are just going to do what works. (6:34) But the problem with this is that there's not really any longevity within it and it can actually (6:41) lead the practitioner to become really disconnected from their service.And I speak on this from a my (6:47) own experience of doing this and be from what many clients are currently coming to me with (6:51) saying things like I've got clients through the door like I followed what a business coach told (6:56) me to do. I created this sexy sell that people want but they are misaligned clients and I feel (7:02) like I'm under so much pressure to get them a result that my work actually can't guarantee (7:07) and it's very out of alignment for me to try and guarantee in the first place. So then I've got (7:14) this huge disconnect from my work.I'm really stuck on what to say how to express and I just (7:20) feel like I'm not really capturing my work in the way that I want to do it. And I had a client work (7:25) with me the other day who every time she said something incredible by the way about her work (7:29) she followed it up with I can hear my business coach saying that doesn't make sense and this (7:35) person had actually said to her I don't get what you do. I don't get the sell of it right and this (7:41) is very standard within marketing I've definitely done this as well because we're so focused on you (7:45) know what is the result what am I going to get from that like people need to understand what (7:50) they're buying and what you're selling and it's got to be something that they want right these (7:55) are the kinds of things that we hear within marketing all of the time and to an extent (7:59) that's very true and we do need to consider that.But I personally believe that we've swung too far (8:05) into that because what people are experiencing is real disconnect from what they're saying and (8:11) what they're promising and I use this example of Pilates here because let's say I book and I go (8:17) because I've bought into this promise of getting a big bum when I don't get that within a few weeks (8:25) time maybe a couple of months I'm then going to be like well it's not working that's a waste of (8:30) my money I'm not going to do that anymore. The practitioner themselves might also struggle to (8:37) keep up with that message because they don't fully have conviction behind it and so it's going to (8:42) start to feel draining for them it's going to start to feel really out of alignment and they're just (8:47) not going to be able to sustain it. So on both parts here we have a disconnect from the practitioner (8:53) and from the client and something's not adding up and like I said I'm noticing a lot of people come (8:59) to me who are in a similar position.One client came to me recently saying that the expectations (9:06) people have for their service is so high that they're feeling stressed and clients aren't (9:13) getting the results that they want and they're really feeling out of alignment and when I looked (9:17) at their sales page I was like I can kind of see why because the messaging that you've put out (9:22) really does allude to these results from your service so I can see why people are coming and (9:28) expecting it and again it's that thing of a business coach told them to create the sexy (9:33) sell and put it out there. Now for a lot of people this is actually okay and it works and it does the (9:39) job but what can also happen is when sales start to come through in your business it creates this (9:46) really full sense of success because you think oh my god it's working people want it and you have (9:52) this like jolt of validation and obviously money in the bank as a business owner is great we're (9:57) going to feel really satisfied from that and there is an element you know of us just needing (10:03) to earn money and doing what we can get to get people through the door and that is fair but I'm (10:09) not calling that out it's a very fair part of business but I also think there comes a point (10:14) where we realise that this isn't a sustainable way of doing things because a lot of the time (10:19) people end up stopping the service that they loved convincing themselves that it's actually not (10:24) right for them or it's not aligned when it is it's just the way that they've been doing it (10:30) isn't. Now this is where the concept of change making marketing comes into play because as I (10:38) was saying there a lot of people aren't fully ready to receive the less sexy sell you know (10:44) they've got all of these shiny promises around them and it is very much human nature to be drawn (10:49) to the shiny objects and to want to buy those instead as that last day's instructor was saying (10:55) she sells abs it sells she sells core people don't want it and what's been happening largely within (11:02) marketing is we have been bypassing this part of creating change for our service because it's (11:10) harder and like I say a lot of the times we just want to get money in we just want the confirmation (11:14) that it's working and the validation of having people buy it is much harder to focus on the (11:21) necessary changes required for people to be ready to receive our service so for example (11:30) why do I need to care about my core you know that's not a sexier sell for a lot of people (11:36) why do I need to care about that but also the other side of it is that for some people that (11:43) is a sell and those people yes they may be fewer and further in between but they're probably your (11:49) most aligned clients like the people that already get why they need to prioritise their (11:54) core strength which me and my friend really do that is why we're going to Pilates are really (11:59) almost being repelled by your service if you're just talking about the superficial things like (12:04) abs and the way the body looks rather than the way it functions and the way it feels so already (12:11) we're starting to cut off misaligned clients and then there's the element of part of your work (12:18) because most of the people that come to work with me are really trying to create a change they're (12:22) trying to make a difference to people's lives they're trying to do things differently like (12:26) almost go against the grain of the way things have been done well that requires you to start (12:31) creating that change within your marketing and helping people to understand why they should give (12:37) about their core why having these surface level abs doesn't actually mean what it wants them to (12:42) mean maybe helping them rewire their really hardcore programme beliefs on why everything (12:48) has to be about aesthetics and visibility and the way that they look and this is part of marketing (12:55) marketing is rooted in behavioural change when you kind of study it on a psychological level (13:01) your job is to really understand how people think feel behave act and then create change (13:09) so that they think feel behave act differently and this is such an integral part of the process (13:17) for conscious integrity impact driven business owners that so many of us have i want to say (13:25) been told to bypass because a lot of what we see within marketing like i said is very much (13:31) this sexy sell and sell it but for us to have a true impact with our work and be to feel really (13:40) in alignment with it we need to consider this path that isn't as simple i'll be honest i'm (13:48) not going to sugarcoat it but is really rooted in creating genuine change is making sure that (13:54) we are authentically expressed within what we're putting out into the world and also ensuring that (14:00) we are calling in the clients that we can genuinely serve or creating the necessary change (14:07) in behaviours and ways of thinking that are really going to serve people and if you are listening to (14:12) this and maybe you're a coach or a practitioner you already do that within your service and this (14:17) is what i really want to hammer home because when i start to talk about the psychology of marketing (14:21) it can start to feel a little bit technical and a little bit hard and i know that i have very (14:26) much said that this isn't the easiest way of marketing and i stand by that but also it's the (14:31) most natural way of marketing because it's already what you do within your service if you (14:37) are somebody that creates change for people within what you do then you're already doing it you're (14:43) already an expert marketer it's just that the current mechanics of marketing have brought you (14:48) further away from that they've created this disconnect between the way that you work and (14:53) change that you create and the way that you sell it and when we create cohesion between these two (14:59) we start to have the most impactful marketing that naturally just attracts the right people (15:07) into our work and when i say right people i mean the ones that are going to be genuinely impacted (15:12) by it and like i said with the pilates if i don't then get results i'm maybe going to feel a little (15:17) bit sour towards the experience i'm probably not going to recommend it to my friends and it's not (15:22) going to be something that i'm like a lifelong customer of versus somebody who has been very (15:29) honest has created this change for me has created this genuine impact really been in integrity that (15:37) is the kind of person that i'm going to keep coming back to again and again and again i'm (15:41) going to tell all my friends about i'm going to share it on social media i am going to sing the (15:45) praises of this and i have spoken about this before but malcolm gladwell talks about this concept (15:51) called the cascade of influence and he speaks on how this doesn't happen from like one person (15:57) to masses which is what we see a lot of now that's very much the influencer culture that we've (16:02) created whereas one person telling millions of people to do this and that that is actually not (16:07) where the strongest influence lies it is in the small close-knit communities that create what he (16:13) refers to as a cascade of influence so you tell your friend they tell their friends and all of a (16:18) sudden this influence starts to happen and the reason that this is more effective is it is coming (16:23) from close-knit communities where there is higher levels of trust and when you have a genuinely (16:32) impact service that you have really sold with integrity you focused on creating genuine change (16:38) for people from your marketing to the service itself they both have to create this change (16:44) you create a much stronger cascade of influence which i don't know about you but is what i would (16:50) much rather have within my work i've got no desire to become some big famous influencer like i would (16:57) rather my work spread in small circles of close-knit trusted people and this is what you start (17:05) to create when you focus on genuine change from the minute someone discovers you because quite (17:13) often we think about okay well when people are in my service this is the transformation that is (17:19) going to be created for them but you need to start creating that transformation from the second they (17:24) find your words your marketing maybe they see you speak in a space right when we create the (17:31) transformation before someone has even hit by that's when they find this greater trust they (17:38) know that they want it because they've seen and experienced it for themselves and i know i've (17:43) spoken about this in previous episodes so for me if i want people to feel this like sigh of relief (17:49) when they come into my spaces which is happening a lot of the moment because people are coming to (17:53) me like ex-business coach or marketing expert told me to do this like please tell me i don't have to (17:58) do it and when i go fuck no you don't have to do that they're like oh thank god so let's say that's (18:04) part of the transformation i create obviously it's only a really small part but that's what my (18:09) content and needs to feel like that's what my advertising needs to create this sigh of relief (18:14) where the noise is silenced and people are really connecting back into their own inner authority (18:21) and i shared a post on this last week about like the over consumption of the content creation era (18:26) and how it's constantly getting us to buy things that we don't need and like do things that are (18:31) actually quite misaligned and i use that as a reframe of like how powerful that shows marketing (18:39) to be and how we can use that as a force for good because if marketing can make me question my (18:45) self-worth it can also strengthen my self-worth if it can disempower me it can also empower me (18:52) if it make can make me question everything about me it can also help me have so much (18:57) certainty in myself and when we start to see marketing as this powerful tool hey it becomes (19:05) really exciting like you can probably hear how much i find this exciting and be our impact is (19:10) just so much bigger and these are the people i work with they want to have a big impact like (19:15) that's what they want from their work and an example i give is a friend of mine said the other (19:20) day your post on social media made me shut my ai tab like she had been asking ai everything it was (19:28) writing her sales pages like every time she thought something she basically got ai to validate (19:33) it or make it clear or rewrite it and this one post that took me i think about half an hour to (19:38) write literally changed the way she has been marketing going forward she has not been using (19:43) it in her recent content and creations one 30-minute post has created that much impact (19:51) that is the power of marketing that is the kind of change we want to be creating (19:57) within the words that we put out into the world and that is the kind of marketing that i am here (20:03) to help people create and i haven't always done that in the past i have focused on the sexy cells (20:08) and that's why i did that podcast on why i'm rebranding a bricked up business because yeah i (20:13) was getting that validation of sales coming through i was good at my job it was getting (20:16) people good results but deep down there was this calling for more like more impact more alignment (20:23) and integrity behind what i was putting out into the world and now since i have created that i'm (20:29) so lit up i have so many ideas like marketing is feeling so natural and the clients that i am (20:36) attracting into my world at the moment are honestly blowing my mind like they are incredible (20:40) and they're not coming with these huge expectations often they're just like i just (20:45) want you to reflect my work back to me i just want this to be a space that i can bounce ideas and like (20:49) hear my voice and be celebrated for what i have to say and i can't tell you the relief that feels (20:57) for me like i feel so in alignment and the impact that it's having from others and i think that (21:01) we're really conditioned to believe that we need to create these huge transformations we need these (21:06) big expectations and these sexy sales and like it's really coming back to a place of self-trust (21:12) that we actually don't need to create any of that and i am going to do an entire episode on that so (21:18) i will pause there before i really open up that can of worms but i'm excited to hear how this has (21:25) landed for you and if it has yeah like helped you change the way that you're thinking about (21:30) marketing and feeling towards it like i love having conversations with you guys in my dm so (21:35) please feel free to slide into them i actually have something coming out very soon that is very (21:40) much rooted in this energy of change making marketing where marketing feels so natural (21:46) is really rooted in having a positive impact and is something that you actually are excited to create (21:53) so i'll be sharing all the details of that soon but if you would just like to sit (21:56) and have reflections from me on your current marketing for free there are some spots (22:03) available i believe for my 30-minute calls they go pretty quickly and keep checking in if you look (22:09) and there's none available keep checking in because as and when i have availability i will open them up (22:13) and as i said they're just a free 30-minute space for you to just share on what you do and me to (22:18) reflect a little bit on your marketing just to make sure that there's a real cohesion between (22:24) the way that you are expressing with me and what you are putting out into the world so i'm so (22:29) excited for the season ahead thank you so much for being here i'm looking forward to seeing you (22:33) in the next episode thank you so much for listening to this episode i really hope that it was helpful (22:40) for you and if it has made you want to find out more of the ways you can work with me all of the (22:46) information about one-to-one my resources my programmes are all listed below in the show notes (22:54) if you found this helpful i would really appreciate if you could take a moment just to (23:00) write a review this helps other creators just like yourselves find this podcast and have an even (23:08) greater impact from their services i would really really love to hear from you please feel free to (23:15) get in touch with me over on instagram or via email both of which again you can find below (23:22) thank you so much for being here and until next time