when friends and family don't "get it"
with this issue of "being understood".
I have.
A good friend of mine, who's a direct
marketer offline, moved to our little
oasis in the desert a couple years ago
now.
We were talking about his concerns that
as a home-schooling family they'd have
trouble meeting up with other kids for
their son to socialize with in moving to a
place that's largely a retirement community.
He told me that before they moved here he
had a marketing plan put together for
attracting like-minded parents.
Hmm. Marketing isn't just a way of
generating traffic and monetizing a site?
Marketing has the power to create
influence in all areas of life.
Here's my suggestion:
1. First seek to understand, then be
understood.
Get over your selfish desire to be
understood. Nobody cares, really.
There is no perfect answer to the "What
do you do?" question. That's because
your "target market" is different than
mine.
Don't say anything until you know what
the target market wants to hear.
Then say what they want to hear.
Address their fears, concerns and open up their
eyes to a world they don't know exists -
but you have to enter the conversation
already in their head.
2. Be proactive
This is a marketing campaign. But since
I've discovered most Internet marketers
have no idea what "marketing" is, I'll
define it for you. ( I know that statement
sounds pretty big-headed, but it's the
truth)
Marketing is a set of processes for
creating, communicating and delivering
value to customers.
If you want your friends and family to
"get you" and I think that's worth the
effort, then how can you create, communicate
and deliver value for them through your
business?
Fundamentally, it's likely they don't get the
value of what you do. And if they don't
see a clear WIIFM, they're not going to get
the value - they have no desire to "get" the
value. They have their own desire and that's
all that makes any difference to them.
And what is value? It's an agreement.
Value does not exist without agreement.
So how can anyone agree with you if
they don't see value through agreeing?
It will take one effort on your part
to create, communicate and deliver value
to your family. How about "I'm setting
up an online campaign and all proceeds
of it will go towards a family vacation
to Hawaii."
Do you think that's going to get their
attention? Do you think they'll see the
value in what you do? Do you think
they'll become a cheerleader in your
corner?
3. Questions . . .
The person asking the questions has
control in any conversation. When people
ask you what you do, you've been put in
a defensive position.
How to take the offensive back? Ask a
reflective question.
4. Recognize what you represent.
John Reel posted about this on his blog
and I've learned the hard way too. There
are certain subject matters that push
people's buttons. John's vegan diet is
one. My raw diet is another.
People feel judged (when they're not),
like they're "less than" (when they're
not), etc.
You and I represent the dream life
everyone would like to be living but they
lack the self-discipline and courage to
pursue it.
They NEED a job.
Instead of owning those feelings, they
reflect that back onto you and attempt
to make your choice wrong - which gives
validity to their choices.
"But how can you get enough protein if
you don't eat meat?" . . .
Gee, I don't know. Even though the
largest and strongest animals on earth
have always been herbivores, I just don't
know how I'm ever going to get enough
protein to live, far less build the big
strong muscles I need to sit at my desk
and type all day.
You get the point.
X
~ Zig Ziglar
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