S2 Ep4 Why Your Marketing Needs To Be Messy

This episode is a little different because it’s messy.
I sat down with no plan, just the pull to explore something I’ve been feeling deeply lately: the pressure to make our marketing clear.

We’ve been told to make everything concise, strategic, and logical, but in doing so, we’ve stripped out the humanness that makes people feel something.

 Marketing has become so polished that it’s lost its pulse.

In this episode, I talk about the difference between clarity and connection. Why your “unclear” rambles often hold more resonance than your “perfectly written” copy. Why people buy from energy, not explanations. And how your most magnetic marketing will always come from the messy, human essence behind it.

It’s a reminder that your marketing doesn’t need to make perfect sense, it needs to make people feel.

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Transcript

 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 into how to do things that are a true reflection of you, where you can learn how (0:29) to finally have the impact you know you are capable and worthy of having.I'm your host, (0:35) Emma, a marketing expert of over a decade. I truly love what I do and I'm bursting with (0:41) knowledge to share with you all. So sit back, relax, and let's dive in.(0:47) Hi, and welcome back to another episode. This episode is ironically going to actually be a (0:54) really messy one, because usually I have kind of a rough idea of what I want to talk about (0:59) and what I want to bring to life through these episodes. But in this one, I actually don't.(1:04) I just feel this call to sit and channel on this topic. And it's so funny, because actually, (1:11) what I feel called to channel on is this concept of clear marketing. And the funny thing is, (1:19) is that I feel very unclear in how I'm going to express this.And I was like, (1:24) this feels like the perfect energy to actually record this podcast on. And the reason this came (1:31) to me is that I was having a conversation with a friend the other day, we were on like one of our (1:35) big beach walks, where we really just like dissect life. And we go into these really deep topics, (1:42) we were actually laughing about the fact that like, we never really have that.How are you? (1:46) How have you been? We just kind of go in feet first. And they are the best kinds of friendships (1:52) and conversations. And we landed on this topic of how we have been trying to be clearer for so long (2:02) within our marketing.And we were actually speaking on this through the lens of AI. (2:08) And how everything's about putting into AI and saying, make this clear or make it make more sense, (2:13) make it more concise, make it more strategic, you know, these are the kinds of things that we're (2:18) asking the robots to do for us. And I gave this scenario where I was like, imagine if right now, (2:26) instead of me just expressing in this conversation and us having this like natural back and forth, (2:31) and we both like communicate in this way, well, we'll go on these long rambles, and then the (2:36) other will go on these long rambles.And it's so magic to be a part of. And I was like, imagine (2:42) now me just pausing and saying, hold on a minute, I'm just going to run what I'm about to say (2:48) through AI. And then, and then I'm going to read it back to you.So you know, just to make sure (2:52) that I'm making sense and things are clear, and that you're going to receive it really well. (2:57) We would be like, there would be no conversation, the joy of this communication would be completely (3:03) lost. And yes, okay, it might make more sense, or it might be clearer, but I don't want to listen to (3:10) you read out.I once actually opened up this podcast that I was really excited to listen to. (3:16) And the creator said, I've actually decided to write this all down as a script, and then just (3:22) started reading off of the scripts. And I honestly turned it off within a minute.And it's not because (3:28) what they had to say wasn't amazing. It was just the way that it was relayed didn't feel (3:34) conversational. It didn't feel like I was sat having a cup of tea with them.It felt almost (3:39) like I was listening to a rehearsed speech, which there's obviously a time and a place for, (3:45) but for me personally, podcasts aren't that I want to feel like I'm having a cup of tea with you, (3:51) like I want to take you on my walk, or on my long drives and feel like I'm there. (3:57) And this is kind of what happens when we write marketing in this prescriptive way, (4:04) be that using AI to make it clear or just generally within ourselves, (4:09) trying to make things as clear as possible. And this was what was coming up in this conversation (4:13) with this friend, and we were laughing about it.And we were saying, actually, the joy of this (4:17) communication is that we're kind of going on these rambles where we're coming to realisations (4:22) in the moment, we're communicating things in a very messy human, but resonant way, where it's (4:31) sparking ideas within each other. We're seeing ourselves within this conversation. And we're (4:36) just, I guess, as simply as conversing as humans do.But this really made me think of my work at (4:44) the moment, because I had a client come to me the other day. And it was so funny, by the end, (4:49) we were laughing about the fact that she was doing this. But every time I would ask her a question (4:54) about her work, and then she would relay it in just this natural flowing way.She'd stop herself (4:59) and go, but that doesn't make sense, does it? I can hear my business coach say, that's not clear (5:04) enough. I need to make this clearer and more concise. And it needs to have this strategic (5:11) feel where people really, really get it.And I was like, but what makes you think that the way (5:18) that you just expressed on that wasn't going to be clear to me? She was like, well, because I've (5:26) been told that, right? Like, I've been told that it's not clear. She has had several people say to (5:30) her, I don't get what you do. Now, I actually, as a side note, this is because they actually (5:36) didn't get what she does, because they were never someone that she would work with.And that's why (5:40) it's always so important, like what we are listening to when it comes to marketing, because (5:45) somebody who does not get your work, because it's not for them, isn't going to understand it. And I (5:50) have a whole episode on being misunderstood within your marketing, because it's such a big topic. (5:55) But actually, I said, but the way that you just expressed on that felt really natural.I totally (6:01) got everything you just said, and I really saw myself within it. But in this process of making (6:07) it clearer, that very much could have been lost. And when I had looked through her website, that (6:15) was actually some feedback that I had, it was that it all feels like quite clear, but a lot of the (6:20) wording is very generic for this industry.So it's things like somatic and nervous system, (6:26) and the way that it's kind of presented is in this surface level way, where everything's clear, (6:32) like I get what you do, because she has specifically worked with a business strategist (6:36) to ensure that. But I also don't really feel it. I don't really feel you in it.And I don't really (6:43) feel myself in it. And this is the danger of clear marketing. Now, just as a caveat here, (6:51) I very much do speak on needing to be clear within your communication.And I stand by that. And this (6:56) is something that I always say, you know, we need to bring strategy and creativity. It's not about (7:01) creating one or the other.So yes, we want clients to be able to understand what we do. We want them (7:07) to be able to see themselves within it. And we want to make sure that the expression is not (7:13) confusing, right? Because particularly when we're an expert in something, it's very easy for us to (7:18) kind of speak in this jargon, or even just speak in this way that assumes that everyone understands (7:24) what we're talking about.And that is where we can really focus in on clarity. And by that, I mean, (7:30) making sure that we are understanding client awareness, what they recognise what's going to (7:37) serve them. And I actually said this to another client the other day, like you wouldn't start a (7:41) session by diving into the deepest darkest depths of the topic that you are working towards, (7:46) you would gradually build up to that you would meet the client where they are.And then you (7:50) would take them on this journey of that, like preparing for the readiness of that. And very (7:56) much the same needs to happen marketing. So making sure that we are clear, is really important.But (8:03) the problem is, we tend to tip the scales on that, where we make things so clear, and so strategic, (8:11) that we have totally stripped the human essence from it. In that same way that I was saying to my (8:17) friend, imagine if I just ran through everything that I was going to say, the into the AI made (8:22) sure that it was completely clear, and it made total sense, like, you would lose so much resonance (8:28) within that, like my friend actually responded and was like, how boring would that conversation be? (8:32) And it would be. And I say this with so much love, this isn't intended to be a harsh call out.(8:39) But a lot of the marketing I read is boring. And that is not a reflection of the creator, (8:45) because I am never ever bored on calls. I don't think I've ever sat with the founders that I work (8:52) with and been bored hearing them express on their work ever.And yet sometimes when I read the (8:58) marketing that they put out into the world, I do feel that a little bit. And it is because that (9:04) expression that they so naturally flow on has been lost somewhere in the translation. And usually when (9:11) I get to the root of this, it is because they've been told that they need to be clearer, their (9:16) expression needs to be more strategic, and it needs to be very focused on the cell.(9:22) Humans do not buy from that. Because there have been so many times where I completely understand (9:29) what a service is and how it will benefit me and actually arrived at this place by Yeah, (9:33) you know what, I do need that. But I don't want it.Because I don't really feel it. And I don't (9:39) really see myself reflected within it in a way that moves me. And I have a whole episode on (9:46) subconscious role within marketing.And really what I'm talking about here is that we make these (9:51) purchases from sensation, from feeling. And that doesn't come from overly clear strategic marketing. (10:00) It comes when we feel resonance from human to human, we see ourselves within the stories being (10:07) told.And we are just pulled to the energy of what is on offer. And I have a funny example of this, (10:15) because I actually have just submitted an application to go on retreat. And it was so funny, (10:21) because I was telling my friend about it.And they started asking me these questions. And I was (10:25) like, do you know what, I don't know the answer to any of what you're asking me. And it was all (10:30) logistic based.You know, even where is it? And I was like, I don't know. And they were like, (10:37) what kind of room do you have? Well, I don't know. And I realised that I barely read any of the (10:42) details of this offering.Hardly at all. I barely even read the sales page, to be honest. I'd like (10:48) read it briefly in little snippets, but I hadn't sat down and read it from start to finish.(10:53) I just had this like full body sensation from all of it from the graphics from the words that I had (11:00) read from the energy of the creator. I had this full body yes. And I was visualising the next (11:06) day in my morning meditation and I could see myself on this retreat.And that is the power (11:13) of marketing. It's not about having the most perfectly written words that are very clear (11:19) and explain exactly what you do to every single degree. It's about creating this sensation for (11:26) people where they can see themselves within it.It encourages them to already embody the energy (11:33) of that space. It moves them. When I read the about from the creator, I was just like, yes, (11:41) I see myself within that so much.And then I went on to listen to some of her podcasts and some of (11:48) the things that she was saying about her journey and her story. I was like, oh, my God, I feel that (11:52) so deeply. Like I really feel myself within that.And I have a whole episode on the power of (11:58) resonance within marketing. And I often speak about it being the highest converting power that (12:03) we have. And that is not something that comes from adopting these clear marketing strategies.(12:10) It's something that we naturally have alive within us. And it's just about being able to tap (12:15) into that. It's about really connecting to this energy of when you are sitting with clients, (12:23) or you're speaking on your work, or perhaps you're delivering it in some way, (12:27) that energy and essence that you infuse into that, infusing the same within your marketing.(12:34) And I think what I'm really speaking to here is giving ourselves this permission to be messy (12:41) humans within our marketing. Because whether or not somebody has had their marketing written by AI, (12:47) quite often, it still tends to feel robotic. It feels like it's almost following this script.(12:53) Sometimes it feels a little bit performative. Sometimes it feels very surface level, (12:58) where the messiness of a human that is behind its creation, isn't really felt. And I've used (13:06) this example before on this podcast, I believe, but about a client of mine who showed me their (13:11) page to their retreat.And I was like to them, tell me about this retreat, like ignore what (13:17) you've written on the sales page for a second, because I know this client really well, we've (13:19) been working together for years. And I was like, just free flow express on this retreat, (13:24) in the way that you naturally would, sat with me, like both sharing a cup of tea together. (13:29) And the way that she shared about it was just absolutely hilarious.Like it honestly had me in (13:34) fits of laughter, like she was talking about some of the things that she's experiencing as a mum, (13:38) which doesn't feel like she can say out loud. But I mean, I'm not even a mum and I still resonated (13:44) with it. And I found so much like joy and humour in the way that her realness was just capturing (13:51) this experience so beautifully.And it was just such a reflection of her energy. Like this client (13:58) is hilarious. She makes me like belly laugh every single time we have a call.She's very raw and (14:03) honest about the shit that people don't want to admit. And it creates this safety within her (14:09) presence of just like, oh, thank God someone else is saying it. And for me, who's not yet a mum, (14:14) even just like that, oh, I love to see the honest side of it, because I feel like people (14:19) paint such a pretty picture of it.And there's something within me that goes, (14:23) this doesn't quite feel true. And when I see this real raw expression of it, I'm like, (14:28) oh, like it always gives me a sigh of relief. Like, okay, there's that realness.(14:34) And then when she went away and rewrote her sales page in that energy, and I even said to her, (14:40) ignore the sales page for a sec. Just get a blank doc or pull your journal out or start (14:44) recording into your phone. You know, the notes has that feature where you can speak into it (14:49) and then it will write it up.I was like, just freely express on how you would want to speak. (14:53) Like, say you've got these mums in front of you. Like, what would you just want to say to them (14:58) as you right now? You know, imagine that you are all just sharing a cup of tea together.What would (15:03) you be saying? And how would you just naturally express if it was kind of in a conversational tone? (15:10) And then she went away and rewrote her sales page. And I devoured the entire thing. It was (15:16) almost like I was reading a chapter of a story.And it felt so her. It was actually so close to (15:23) how it felt sitting on a call with her. And I speak about this a lot, but this is what we want (15:29) to try to create within our marketing and everybody who comes to me, the way that they are sitting and (15:35) expressing on their work in a call, like our job together is to try and replicate that as closely as (15:40) possible within their sales pages, within their content.And honestly, it moved me. It was brilliant. (15:47) I wanted to even go on a retreat.I'm not a mum, so it wasn't actually for me. But just the way that (15:52) I had seen her express in a way that was so honest and messy, it was messy. It was not this perfectly (15:58) polished sales page.Like whenever I am like, I call it auditing, but that feels too rigid. Like (16:04) when I am auditing web pages, it's not that I am trying to help people create this perfection where (16:09) everything makes perfect sense and is really clear and the strategy is solid. It's that I am saying (16:16) to them, like, I'd love to see more of you here.Like, why do you believe this? How would you (16:21) actually express on that? Because that feels not quite how you said it to me on call. And, you know, (16:26) we go through this journey of actually infusing some messiness within their marketing because (16:32) they've already checked off doing it clearly because they've filtered and watered themselves (16:36) down so much that it's definitely clear. But we don't buy from that.And even before that, (16:43) we don't find the resonance within it. It doesn't make us want to keep reading. (16:48) And a client said this to me the other day, which I thought was so interesting.(16:51) She said, I love reading people's content where they're being really raw, messy, vulnerable, (16:58) and they're really deeply expressing themselves. And yet when I come to create content, (17:03) it's like I don't give myself permission to do that. But why? Because it's what I enjoy reading.(17:09) And actually, I don't read anybody's like polished script that's overly strategic. (17:14) I like to read the messy stories. And that is really what truly owning our own marketing (17:23) is about is that trusting that the stories that we have to tell, the way we want to write our (17:29) sales pages, the way we naturally connect with people is absolutely messy sometimes, (17:35) but also is where the power lies.It's where people find resonance. It's where they really see (17:43) us and themselves within our work. And this is so much of what my work is about, (17:49) like really just infusing marketing with the essence of the creator.And it's so funny because (17:56) I have my mic balanced on my business book. I decided to get a different book from my journal (18:02) because I was just like scribbling all these business ideas in my journal and then losing (18:05) them amongst all the ramblings in there. And I have this sentence just sat in front of me on (18:10) the middle of the page that says, putting you back into your marketing.And it's so funny how (18:15) I just glanced down and saw that at that exact moment, because that is what it's about. I feel (18:21) like I'm on this huge journey at the moment of bringing people back to themselves within their (18:26) marketing and trusting in their voice and their humanness and their messiness. And that is exactly (18:33) why I created the Marketing Muse.This is where this programme really came to life because actually (18:39) it's about us feeling inspired by marketing again. It's about us remembering that our everyday (18:45) moments, the way we live our lives, the way we embody our work, the way we connect with people (18:51) is where the marketing lies. It doesn't lie in these like blank page strategic templates, like (18:57) it's such a disconnect from the way that we work.And I really believe that if we can connect back (19:04) into our humanness, ourselves, our essence that makes our services so bloody great, (19:10) if we can infuse our marketing with that, that is where the power lies. People are going to get our (19:16) work. They're going to see themselves in it.They're going to want it. And I'm living evidence (19:20) of that with that retreat. Like I say, I don't really understand the details of it.I don't (19:23) need to. I see myself there. I feel the energy of it.I want it. And that is the power of marketing (19:29) that is human, messy, resonant, real. And that's what I want to help you create.(19:35) Well, I feel so lit up by that episode. You might be able to tell, (19:38) but all the details of the marketing news are below. Details to work with me are also below (19:43) to reach out to me in the DMS are going to be there as well.Like I love speaking about these (19:47) topics. I'd love to know how this lands with you. You are always welcome to slide into my DMS.(19:53) Thank you so much for listening to this episode and I will see you in the next one. (19:58) Thank you so much for listening to this episode. I really hope that it was helpful for you.(20:04) And if it has made you want to find out more of the ways you can work with me, (20:08) all of the information about one to one, my resources, my programmes are all listed below (20:15) in the show notes. If you found this helpful, I would really appreciate if you could take a (20:22) moment just to write a review. This helps other creators just like yourselves find this podcast (20:29) and have an even greater impact from their services.I would really, really love to hear (20:36) from you. Please feel free to get in touch with me over on Instagram or via email, both of which (20:43) again, you can find below. Thank you so much for being here and until next time.