Marketing: A Light in the Dark

Ever have those days when everything seems to be falling apart around you, and you wonder how someone can show up promoting their next workshop? Yeah, me too.

As business owners, we're taught to show up. Be visible.

And yes, businesses need clients to stay afloat. To pay their teams. To pay their own mortgages. To put food on the table for their own kids.

So, we do the things. And end up creating FROM the darkness.

But creating from darkness doesn't create LIGHT. It only creates more darkness.

Can marketing actually be a light in the dark?

That's what we're exploring today. Because, worse case scenario, we can all realize what's possible when we personally find the light. And find a way to share it with others.

Important Information About The Dark

As I was walking this morning—in the dark, as I always do—I realized how much my eyes are capable of adjusting. With only the smallest amount of light (this morning, it was the moon), there's actually a LOT that we can still see. The reflection of the light off the icy patches on the sidewalk. White rabbits darting across non-snowy ground. The shadows of people's deck furniture.

It turns out, I can see MOST (if not ALL) of what I need to see to do what I'm trying to do.

This is true in other facets as well, including business. And marketing.

It's not about IGNORING the dark. Or even lighting the dark at this point.

It's about being WITH the dark. And figuring out how, together, you can still achieve what you are working to achieve.

Turning On The Light

Just like we do with a light switch, there are ways to turn on the light inside your business. And it starts, by turning on the light within YOU.

In this sense, it would be awesome if it was as simple as flicking a switch.

Not the case, unfortunately (sorry to disappoint).

But each of us already have things that light us up. Industry conversations (or conversations in general if you're me 😉). Movement. Creative expression. Discovery. Play. Connection.

That list could go on forever with different things for different people; but the key is to identify what lights YOUR light. And taking ideas from others might give you a place to start, but until you FEEL lit up, it's not the destination.

Shining The Light (through Marketing)

I'd like to say that I think "turning on the light" is the hard part, but honestly, I've seen it be the easier part compared to this next one.

Because there is a TON of fear that comes with sharing what we really believe in Marketing.

And to deal with that fear, many people and businesses choose to believe their light is completely irrelevant in Marketing; and it's understandable, because that gives us an easy out for our fear.

But we started our businesses for a reason. To fill the gap in a market. To solve a problem. To do things better.

And DOING that...should be one of the things that turns on our light.

So what if we erased what we think marketing is...and replaced it with "doing the things that demonstrate to customers WHY we started this business in the first place"?

Now THAT...sounds like shining the light.

Fear Lives In The Dark

Earlier this morning in a client call, we were talking about scary movies, and how everything seems scary until AFTER you've seen the monster pop out of the shadows. Are you nearly as afraid the next time you watch the movie? No, because you know what's in the dark.

Shining your light does that.

It illuminates the dark.

So, that fear of showing up, of being different, of taking a risk that seemingly has nothing to do with business? It gets smaller.

And when you're marketing is doing THAT...you get to do that for your customers as well.

A Pillar of Hope

What if we looked at our marketing efforts as the "pillars of hope" we are giving to our customers? Instead of promotions, posts and the other marketing nonsense with which most businesses fill their days.

What if each conversation we start created more space for our clients to be with what's happening for them right now? And in so doing, those people felt safe with us?

We talk about trust in marketing. But all too often this is interpreted into actions that are meant to convince and persuade.

But being together in community? I can't think of anything else that drives trust faster.

So, the next time you edit that landing page, or draft that post, or prep that email funnel, ask yourself, "what new connection potential am I creating with this?"

And if it's not cutting it...it might be time to explore what COULD show the world your light in a more meaningful way 💞

If you're ready to go on that adventure, let's chat 🎉