Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.That’s the definition of marketing that was “approved by the American Marketing Association Board of Directors” (ref: https://www.ama.org/AboutAMA/Pages/Definition-of-marketing.aspx).I browsed around for more marketing definitions and came across someone who put together a list of 72 of them. Can you imagine? They were all equally terrible. As I began to navigate away from their site I got a parting gift in the form of this exit intent popup:Is this what marketing really is?I don’t think so.I think marketing for you (and me) is simply connecting with and building trust with the kind of clients you want to work with.I know that simple definition masks a fair bit of underlying complexity, but at it essence, I think marketing really is that simple.That said, it’s that simple only if all of the following are true:👉You know who you are trying to connect with👉They value what you have to offer👉You view and treat them as a human, not as a number, an email address, or a percentage point in an analytics dashboard👉If you flip those three things around to their negative version, I think you’ll explain about 80% of what’s terrible or broken in how you see people doing “marketing”, especially involving the internet. Indulge me, if you will…If you don’t know who you are trying to connect with, you compensate with volume, scale, or intensity.If they don’t value what you have to offer, you compensate with gimmicks, pressure, “persuasion tactics”, or race-to-the-bottom pricing.If you treat them as numbers, you do even more of the 2 things above but possibly manage to sleep at night.Specialization School is not an online school to teach you marketing. But it is an experience that I think will help you learn to connect and build trust with prospective clients that value what you have to offer.It will help you learn these things by forcing you to do some things you’ve probably been avoiding. Blair Enns calls this “work not yet done”, and I love that term because it suggests (rightly) that it’s not a question of if you need to do this work but when you will do it. Or perhaps… how long you will put off doing this vital work before you decide to saddle up and do it.In Specialization School, you’ll stop avoiding the following:👉Deciding who your services are meant for (Workshop 1: Decision Making)👉Gaining insight and empathy for the problems your clients suffer and identifying how you can have significant positive impact on their business. (Workshop 2: Deepening Market Insight)👉Learning to connect proactively with prospective clients (Workshop 3: Basic Lead Generation)👉Learning to build trust with prospects through things like content marketing, and learning to develop intellectual property that differentiates you from others in a resoundingly powerful way (the Advanced Marketing coaching program)👉If now is the time you’d like to start doing work not done on your business, and if the structure of Specialization School makes sense for you, then let’s talk about the fit: https://calendly.com/philipmorgan/20m-call-to-check-for-workshop-fitThe description and schedule of workshops is always available at http://specializationschool.com#schedule-P
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