video Ep 190: [00:00:00 ] [00:01:00 ] [00:02:00 ] [00:03:00 ] [00:04:00 ] [00:05:00 ] [00:06:00 ] [00:07:00 ] [00:08:00 ] Hi Sophie, it's good to have you back on the Humane Marketing Podcast. Hi, Sarah. How are you? I'm good. Thank you. Yeah, I was just looking at the last episode. It was if people have missed it, it's episode 172. That time we talked about kind of the, this community. Project that you started and that's how we connected.

So it was more under the P of passion of the seven P's of humane marketing. And this time I wanted to have you back for the promotion [00:09:00 ] P. And I just kind of said in the intro, okay, promotion to me, that feels almost like an old paradigm word. It's kind of like, you know, advertising almost like we're not really, that's not what we're doing on LinkedIn.

We're not. Promoting as per se. So yeah, let's just dive right in. What are we doing on LinkedIn that somehow leads to clients, but without the spam? Yeah, absolutely. That's true. There's so many connotations with that word promotion. So, in my mind, So I, you know, the people I like to work with are mission driven.

And I know you, you, those are the same people that you like working with as well. And when you're mission driven, you really have a message to share and you, you want to help your, your potential clients, but you also have, you know, things that you want to share with the. Population at large things that are important to you.

Even outside [00:10:00 ] of your work, but specifically about your work, you have messages. You want to raise awareness, for example, and the other thing is in order to help your clients. You need to really. to bring them to you to understand that they even have a problem. Right? So, so many people are walking around with problems that they have not necessarily identified, or maybe they haven't identified.

Realize that they can actually have a solution to them, you know? And so I think we need to speak to that as well. So it's something that I've been talking about a lot is the customer journey, because I feel that we tend to talk to people who, you know, like we don't necessarily define them that way, but we end up talking to people who are ready to buy, and we talk as if they were choosing between vendors, right.

Sort of. [00:11:00 ] What I think we want to do with our content is really to help transform people, to help people get to that point where they understand their problem, where they understand they can get help. And that's something that I think is very much forgotten or neglected. And those are the things. I love that.

Yeah. Yeah. And I was just like, I had to. Jump in because it's so the opposite of the spammy messages that we get where they just assume that we want to buy whatever they're selling us. Right? So there's no client journey at all. It's like, no, you need this new product that, you know, whatever it does. And I'm like, have you looked at my profile?

No, I don't need that. Right? And so. Yeah, that, that idea of taking people on a journey that, that really resonates. So, so yeah, I interrupted you. So tell us, tell us more. No, it's exactly, it's, [00:12:00 ] it's the whole shift between self centered, all these spammers are like me, me, me, my product and me and what I can do.

And it's really shifting to the other, looking at others and how you can help them. That's really at the center of everything. Once you start doing that, you know, the rest follows you, you, you want to help people. And once you look at the people around you and understand how they operate in terms of what you offer and how you can help them.

Yeah. Then you think about them and you, and you sit down at your computer to write a post or something. And you're like, what can I say that is going to help a person get closer to their solution? If their solution includes you all the better, but if it doesn't, you still have reached your mission. You still have accomplished your mission with regard to that one person.

Yeah. [00:13:00 ] So many things. Like the. One thing that comes to mind is this idea that I talk about, which is the worldview. So that's what you're saying. It's like you bring that in because then there's no more provider kind of comparison. It's more like, okay, you've achieved your mission because the people are like resonating with what you're sharing and you just happen to also have a solution to their problem.

But that requires that you also talk about the solution, right? So there's this thing in our brain that's called the reticular activating system. And so people kind of sometimes shy away, at least our heart centered people, they shy away from kind of, you know, talking about the problem or in, you know, typical marketing lingo would be the pain points.

So we don't want to talk about the pain points. But we still somehow need to address the problem that they're facing. Otherwise, we're, we're losing them. They're, they're not even paying attention [00:14:00 ] to us. Now, you also mentioned that sometimes people don't even know they have a problem or what kind of problem they have.

So it sounds like we need to start even earlier in that journey. So tell us how we would, you know, figure out what their problem or, or help them figure out what their problem is. Yeah. So it's, it's, yeah, you're right. That whole thing about the pain point, you do need to talk about the pain, but not like what is traditionally done is, you know, agitate the pain, like put salt in the wound, all these terribly belligerent terms.

So it's not about that. It's, it's. If somebody has pain, yes, they need, you need to have them recognize it, but you need to help them understand where that pain is coming from, what is causing it, the fact that it is fixable. So those are all positive things that come out of talking about pain, right? So [00:15:00 ] the way to, to, to help with that is really to get to understand your customers really, really, really well.

And. Of course, when we work with our clients, we get to understand a lot about who they are. But in a sense, that's their, their self when they're ready to buy that we know. Right. So even if we talk, so start with getting to know your customers really, really well. However, that's not enough. You need to go to before they were ready.

And some of the ways to do that is to talk, you know, with in, in networking events, do networking, talk to people, talk to people who are not buying from you, talk to people who you know could benefit from working with you. But don't seem to be interested in signing up with you and have conversations, not like, why aren't you buying, but, you know, [00:16:00 ] just chatting generally and having them understand, for example, when I do networking, I often meet people who will say, Oh, I really hate LinkedIn.

I do everything on Instagram, for example, so that this is my chance to ask them, what is it you like about Instagram? What is it you don't like about LinkedIn? And. By doing that, I get to understand the misconceptions they have about LinkedIn, the things they don't like, the things that I know I could simply tell them by a sentence.

Well, actually, you don't need to do that or whatever, you know, I can fix it. But the point is really doing the market research and asking questions and getting to know them. And then the next thing you can do is write a post about it. And then you're talking to all those other people who hate LinkedIn for that particular reason, right?

And et cetera. Yeah. Yeah. It's, it's funny because I was just preparing, we have our, our next Humane Marketing Circle community call and [00:17:00 ] that you're also a member of, and, and I was preparing the call and I was thinking that we could talk about limiting beliefs that our clients have. And so it's kind of that same idea.

It's like, What are they telling themselves, like, you know, nobody gets clients on LinkedIn or LinkedIn is just a bunch of spamming. Right? So that's kind of these limiting beliefs or, or past experiences. And that's exactly what we need to find out about our clients. Yeah, so that we can then take them on this journey, right?

Yeah, that's actually the second step. So in the workshop, I'm going to explain, you know, the, the customer journey. A lot of us have heard of it, but I've actually adapted it and simplified it and made it sort of actionable for people like us to do in our marketing. So what we've talked about before was the, is the first step.

And what you're talking about now is the second step. I'll explain that more in the workshop. But those are, you know, the different stages. First, you got [00:18:00 ] to know you have a problem. And then what is it you believe about that problem? And our job is at every stage to change the belief for them to get to the