S2 Ep12 Marketing Isn't Selling, It's Serving

Most business owners see marketing as a job they need to get done, a set of tasks that generate sales. But what if your marketing wasn’t a mechanism… and was instead another expression of your service?

What if your marketing wasn’t about convincing… but about serving?

When you see marketing as a service, you stop worrying about “What should I post?” and start asking: “How can I help my audience today?”

Suddenly:

• Your content becomes more empathetic
• Your messaging feels safer, clearer, warmer
• You create trust without selling strategies that feel misaligned
• You attract clients who are already resonating with your values

And that's what I'm diving into in this week's episode. 

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

Head over to Instagram and let me know:

www.instagram.com/consciouscreatorco_

Transcript

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 another episode. (0:50) I'm sat here with so much gratitude because it is absolutely pouring down with rain and (0:54) I have just been on a really long walk and the second I arrived back is when the rain started (1:00) and honestly I am a fair weather walker so I'm very very grateful for that but (1:06) interestingly that's kind of what prompted me to sit down and record this episode because this (1:12) morning I unexpectedly had plans change which actually meant that I had zero plans for the (1:20) whole weekend and I shared about this on my story so you may have already read about this (1:24) but essentially yeah plans were cancelled and I had a whole weekend to myself now this isn't (1:30) rare for me this happens quite often I live far away from my family and I as I've got older just (1:36) love a small circle of friends so you know there are weekends where no one is available and (1:42) everyone's busy and I am by myself and usually I'm very okay with that as I say I'm used to it but (1:48) something in me this morning just felt a little bit sad about it and I think maybe it was because (1:52) my family was supposed to come and visit but then they didn't so yeah I don't know I just had a (1:56) little bit of sadness there and as somebody who kind of defaults to hermit and really loves to be (2:02) inside like crocheting writing reading watching tv I quite often rely which is bad but like I rely (2:11) on people to invite me out in a weird way I guess that's a generative thing of having things to (2:17) respond to too like when someone's like oh should we go for a walk should we grab a coffee or even (2:21) me asking other people to do that is kind of my own like initiation I find it you know easy to be (2:27) busy and easy to do stuff but when it's kind of just me here I can very easily default to just (2:32) staying in especially when the weather's a bit funky as well and so I went on Instagram and a (2:39) friend of mine had done a story where she was all dressed up in her waterproof clothing and basically (2:45) was just like reminded to just get outside you know get out in the rain like go do the walking (2:51) if you live in England you know that it rains all the time like if we don't ever walk in the rain (2:57) really probably not going to walk that much and as someone who does a lot of time on her laptop (3:01) like I can have a seriously low step count not that I count that but you know what I mean like it's (3:06) really good for me to get outside and so I saw that story and I was like you know what go outside (3:14) so I got all my waterproof coat on and really luckily as soon as I stepped outside it was like (3:20) clear blue sky sunshine and I walked to a coffee shop well I had a coffee shop in mind that I was (3:26) going to and I was heading in that direction and then en route I bumped into one of the owners (3:31) of the other coffee shops and she was like Em I've not seen you in ages and I was like okay let me (3:34) come in this coffee shop so lucky to have such beautiful coffee shops and a choice of so many (3:39) and so I went in there and I sat in there and funnily enough like I had just been thinking (3:43) about my nan on the walk who was one of my greatest friends and something we always used (3:49) to do together was eat marble cake I know that is super random but this coffee shop never has (3:55) marble cake like I always have the same cake whenever I go in there which is banana peanut (3:59) butter it's absolutely delicious and I had a marble cake so I was like oh I'll have one of those and (4:04) I'll have a cappuccino and I sat there with my book and I was speaking to the owner and several (4:10) people came in like somebody who I actually know and then there was like a bunch of strangers like (4:15) it's a very small little coffee shop and it just ended up having so many conversations now this is (4:22) really important for me because like I said on these weekends where I have no plans like it's (4:26) not unheard of for me to go days without having conversation like genuinely sometimes my only (4:31) conversation is with the barista if I go to a coffee shop and so something about this felt (4:37) really special because we were talking on things like loneliness and hermiting and how we struggle (4:43) in the colder months living in a coastal town that is like very much reliant on tourists and (4:48) it's really quiet and then when we go away we go into busy cities and it feels really jarring (4:53) and I was just kind of opening up about how yeah like that I didn't have any plans at the weekend (4:59) and I was feeling a little bit lonely and then the owner actually put me in touch with somebody who'd (5:04) been feeling the same my age and just like yeah all of these synchronicities were happening and it (5:09) was so beautiful and it really gave this sense of connection and belonging that I probably wouldn't (5:14) have got if I stayed under my blanket and so then I went on to the local bookshop and I was just (5:21) browsing the books and I've been looking for this one book in particular and I've been in a few (5:24) bookshops now and no one has had it and so I asked behind the counter and she was like oh yeah we (5:29) don't have that one but I can get it in for you for Tuesday today is Saturday and I again shared (5:35) about this in my stories but I had this moment where I was like oh you know what if I order from (5:40) that big company I could have that on next day delivery and I could be sat in my pyjamas with (5:45) my coffee tomorrow morning reading it but this is something that I have really been questioning (5:51) at the moment because I have been really really practising the art of writing and really claiming (5:58) myself as a writer I have been obviously in that world a lot more I've been spending a lot of time (6:05) on substack and so many authors have been talking about with something which I already suspected but (6:11) didn't have the total awareness of that I do now of how little authors get from these big companies (6:19) and obviously that really has never sat right with me and it really really is something that I am (6:24) totally against even more so now and so I was like no this person has shared actually her story of (6:32) starting this bookshop it's a beautiful little bookshop by the coast and just you know like (6:36) such a dream of someone's to have that and I was like no firstly I want to support this bookshop (6:44) and the author secondly this is part of the problem like the fact that I can get something (6:51) next day the fact that I can ask AI for something and it will give me whatever I want in seconds (6:56) you know the fact that the internet exists is making everything rooted in immediacy in a way (7:03) where we are all losing patience and the art of waiting and even going to get the book so I'll (7:10) walk to the bookshop when I get a text in to say that my book's arrived and I'll walk along the (7:15) coast and along the beach like versus you know my delivery driver doesn't even like stop there's just (7:20) I'll get a knock on the door and then there'll be the parcel there you know like that process for me (7:25) just feels like really cold and a little bit dystopian versus walking along the coast to (7:32) go to my local bookshop having conversation with people probably stopping in a cafe for a coffee (7:37) like that is the kind of culture I want to be part of for sure so I ordered the book and then (7:43) something in that I guess it was like the theme of patience made me take the long way home so I (7:49) went like the long way around the coast and then because I had a long walk ahead of me I listened (7:56) to a podcast that I probably wouldn't have listened to and again like it was just such a deep sense (8:01) of belonging because what this creator was talking about was just everything that I had been feeling (8:06) and it felt like having a conversation with a friend it felt like I was going on a coastal walk (8:11) with a friend which is something I do very often here and was like missing not having this weekend (8:16) and in a weird way it kind of felt like I got to have it and then I arrived back home and because (8:23) I'd been doing all of these different things and experiencing all of these beautiful synchronicities (8:31) and I had this deep connection which I struggled to cultivate this morning when I woke up (8:35) I then suddenly felt really creative and I wanted to create and that's where you find me now sat in (8:42) front of the podcast so what's the point of this episode well actually it's the very first post I (8:49) spoke about because that was someone just sharing you know just sharing that they decided to put on (8:54) their waterproofs and get out in the rain and the cascade of influence that had for me (9:01) was incredible that one quick post changed the entire trajectory of my day it connected me with (9:09) people it changed my entire state of being it inspired me it got me out in nature that probably (9:17) took like a minute to post that story and that's the influence that it had on my day that was the (9:23) ripple effect it created and this is something that I have interestingly been wanting to speak about (9:30) for a while but the way that my kind of creative process works is that I'll get this like trigger (9:36) of an idea of like oh I want to talk about this and sometimes I'm like okay I'm going to talk about (9:42) it like this the story's here this is the flow this is what I'm doing and then other times (9:46) it needs space it needs space to either land more deeply within me for me to embody it or for (9:54) something to then like trigger the story which is where I want to lead from you may notice that a lot (9:59) of my podcasts start with a story and then lead on to a topic that's just how I prefer to create (10:04) and so today this like unfolding of events is then why I'm sat in front of the mic and talking (10:12) about a topic that I really wanted to speak about that I feel like is going to impact people and is (10:16) something people need to hear and it's like really relevant to my work and the impact I'm here to have (10:23) and this is because the marketing was a service and you know that's not even true because it wasn't (10:30) even marketing it was just a post and this is kind of the point but I believe we have got marketing (10:35) and selling so confused when we think about sharing on our work is very much about like (10:41) closing the deal getting people to buy and hit that book button but that's not what marketing is (10:48) marketing is the bridge to that place it is the bridge from someone discovering us and then wanting (10:54) to work from us with us and there's this whole world that happens in between that that I personally (11:01) believe we have largely lost the art of and it is because we see it all as a mechanic to selling our (11:08) service and of course we want to be getting bookings in we're business owners we need to make money (11:13) like that's absolutely fine to claim but when we start to see marketing through that lens that is (11:20) when a we really stop enjoying it b we feel like we don't know what to say and c it doesn't really (11:27) work as effectively now the reason being is because I believe marketing needs to be seen as a space of (11:35) being in service in the same way that you show up to deliver your work and you really focus on the (11:42) impact of that serving people creating change creating transformation even if that is just (11:48) like providing a safe space it doesn't have to be these huge drastic things (11:53) but that's what marketing needs to facilitate the energy the transformation the (12:02) rewriting of narratives the safe space you know whatever it is you deliver within your service (12:09) if we can start seeing marketing as an extension of that as a taster of it then we are naturally (12:17) showcasing the power and the value of our work and I did a whole other episode on you know creating (12:24) content that is specifically of value and how that often ends up diminishing the value that we (12:31) naturally have to give and I think it's the same theme here of like when we focus on being of (12:38) service you know within our marketing we are naturally showcasing the value of what we do (12:47) I've spoken about this a lot but a lot of people message me to say (12:50) you know your podcast helped me rewrite my sales page your podcast felt like a sigh of relief in a (12:57) very noisy marketing world your podcast has entirely changed the way I think of marketing (13:04) some people have told me that they felt you know the most creatively alive they have in years just (13:08) off of the back of my episodes or they've broken up with AI from reading my post on it or you know (13:14) they've signed clients from listening to my episodes rewriting the way that they are marketing (13:20) and it's had such a deep resonance with people that then they've gone on to book with them (13:26) and the key bit here is they haven't spent a penny to work with me this is purely from consuming (13:33) the marketing I'm putting out in the world now of course like I said we're business owners so (13:38) you may be thinking well I want people to work with me but on the flip side I'm completely booked (13:44) out and a lot of the people have either come on to then pay for my service or for whatever reason (13:51) it's just not the right time maybe it's finances the point they're out of their business (13:56) they're not ready for the investment but I have still been able to serve them in some way that (14:02) if ever they are at that point they always kind of say I know I'll work with you and that's kind (14:09) of not even really the point right it's kind of not the goal even though I know that goes against (14:14) everything we know about marketing but I am really here to be of service I was actually speaking (14:19) about this with a client the other day because we were laughing and saying like we don't feel like (14:22) we've even chosen our work like we feel like it has chosen us and we don't even have a choice like (14:28) we have to be doing this this passion is so strong and even though so many business coaches have told (14:35) me like you give too much for free like this is something I've had time and time again and I'm kind (14:40) of like I get what they're talking about but like at the same time this feels so alive within me it (14:46) feels like I can't not share it like I am so passionate about this being of service to people (14:52) that I am so happy if they just consume my podcast it gives them what they need and they never need (14:56) to work with me of course that's a huge privilege to be able to say that and again like this is not (15:02) to discredit that we need money from our businesses it's just that I genuinely believe that this is (15:08) the best path to doing that and when I say this is the best path what I mean is focussing on marketing (15:17) being of service if you could give people something now be that like a change of perspective a sensation (15:26) to tap into an insight into something a rewriting of a narrative what would you give them what does (15:34) your service give them you know that same transformation you are creating within the (15:38) work that you do how can you start to channel that within marketing and the reason I believe (15:45) this is so effective is firstly because for you you already know how to do that you do it in your (15:51) service all of the time like I have so many clients that are so good at what they do but (15:56) struggle with marketing so much because they're not seeing them as part of the same (16:01) and of course I know there are differences but what you already know how to do how you already (16:07) know to be of service and already really really good at if you can channel that within marketing (16:14) as well you a are going to find it easier to do and b you're going to just naturally show people (16:22) the power of it as well and this is why I think this is so effective because for people to really (16:28) see the quote-unquote value or power or impact of what you do if they can have a taste of that (16:36) and if they can experience it from for themselves you don't need to be constantly trying to convey (16:42) the value of it and talking about the benefits and convincing people that it's going to be of (16:46) service to them they just feel and witness that for themselves so not only are you creating (16:51) marketing that comes naturally to you and feels like a true expression of you and what you do (16:56) but you're also creating the kind of impact on people's lives which is great you're already (17:02) fulfilling your mission just through your marketing and then often because of that process and the (17:08) power of it people naturally want to sign up to work with you it's like when you're walking through (17:14) a shop and you go and grab a taster you know perhaps there's some crackers and someone's like (17:18) giving you a chance to try and you never would have bought those but because you've tried it and (17:22) you're like well that's delicious you then go and buy it but if someone was just stood there like (17:28) these crackers are amazing these are all the benefits of them yeah okay you may be a little (17:32) bit interested in that but it's no not going to be anywhere near as powerful as actually trying it (17:37) for yourself and i think we need to start seeing marketing in this way of like okay if i could (17:45) have another outlet to be of service to people what would i create if i could give people anything (17:54) right now that is going to make a difference to their day how would i show up if i could facilitate (18:02) the same transformation obviously not to the same scale and depth what would i share to do that (18:10) and so for example like i've actually just had a message from someone saying that listening to my (18:14) podcast has just silenced the noise for them because they feel like the marketing world is so noisy (18:21) and that is very much how i want working with me to feel i want it to feel like you can turn down (18:27) all of that noise and just really like connect back to your voice and what you're here to say (18:33) and just be in such confidence of what you create for your marketing and my podcast does that for (18:40) people you know i am in such cohesion with what i do and how i share about it because it's already (18:46) facilitating the same change and that's one example of many messages that i have received (18:52) as evidence of that and so i think it's a really good idea to reflect and say you know okay what do (18:57) i really bring to life through my service what do people always say is like really transformational (19:02) element from it what's really the energy that people are able to tap into within that and is (19:09) my marketing facilitating that same essence am i so caught up in the strategies and providing value (19:17) in some way that i have forgotten that i already know how to express in a way where i am of service (19:25) to people it's almost connecting back to that energy of you know if marketing was the only way (19:32) of you doing your work and like creating these transformations for people and fulfilling this (19:38) mission would it be doing a good enough job would it be being impactful enough and i know that this (19:45) feels odd right because we are so encouraged to gatekeep everything and don't give too much away (19:51) and wait till everybody's paid for the real transformation but this is not something i've (19:56) ever followed i've never stuck to this you know no matter how many business coaches have told me to (20:00) and you know the flip side is that yes i have all of these messages telling me like how much people (20:05) have been able to do just from listening to my podcast like rewriting the sales pages changing (20:10) their marketing getting bookings they've been able to do that before working with me (20:14) but i'm still booked out you know that hasn't taken away from the growth of my business of (20:21) course it hasn't it's contributed to it and i'm really keen to rewrite this narrative because (20:25) like i say i feel like it's imperative to you loving your marketing and it being so impactful (20:30) that people see the value of your work and i'd really love to know how this lands for you (20:35) because i know that like i say it's not the most common narrative that we see but i think for me (20:41) it's just about okay i already know how to be of service i already know the impact i want to have (20:47) and if i can just root into that energy that already comes so naturally to me like since i've (20:52) done that within my business my marketing has never felt more natural and enjoyable and impactful (20:57) than it does right now and my business has never grown this quickly because of it like can i tap (21:03) into that energy with full trust that me being of service is what is going to expand my business (21:11) and i already know how to be of service i think that's really the key bit i don't need to go out (21:16) and source all these strategies of how to be of service i know that i do it i do it day to day in (21:21) my practise so i would love to know how this has landed for you this yeah it feels like a big topic (21:27) i feel like maybe there'll be more episodes on this but as always i really appreciate you being (21:32) here in the arrival of these musings as i say like i never plan what to say they always just like (21:38) come through and channel so yeah please do feel free to get in touch and if you are liking this (21:44) podcast i would really appreciate if you could leave me a rating it just helps me be discovered (21:49) by other creators so yeah i would really appreciate that and thank you so much for being here (21:55) thank you so much for listening to this episode i really hope that it was helpful for you and (22:02) if it has made you want to find out more of the ways you can work with me all of the information (22:07) about one to one my resources my programmes are all listed below in the show notes if you found (22:16) this helpful i would really appreciate if you could take a moment just to write a review (22:22) this helps other creators just like yourselves find this podcast and have an even greater impact (22:29) from their services i would really really love to hear from you please feel free to get in touch (22:36) with me over on instagram or via email both of which again you can find below thank you so much (22:44) for being here and until next time