As a change agent you need to express your ideas in a way that inspires others to take heartfelt action, whether purchasing your services, funding your invention or signing a petition to change the way things are done.How do you touch the hearts and souls of those you are meant to serve, in the midst of the information overload they experience every day? How do you stand out in the crowd while still honoring the integrity of your values?The answer is to bring forth language and branding that speaks from your soul.When your marketing speaks soul to soul, it acts as a lighthouse cutting through the fog with a powerful beam, sending your message directly to those who are called to the higher purpose of what you offer.Without the anchor of your soul, you often find yourself running up and down the beach trying to flag down the passing boats in a race against others with a similar message. Imagine instead the fulfillment of simply beaming your radiance with a homing signal to those who are qualified to receive it.How do you approach marketing from the soul?The first step is to be clear on the radiant qualities of your inner essence, the being aspect of your purpose. What transformative qualities do you bring to a room? Does the room get more peaceful, more playful, warmly heartfelt, full of clarity?These qualities inform a purpose-based brand so that the look and feel of your promotional materials and the tone of your language give others the same experience as if you were right there in the room with them.One of my clients discovered from her inner wisdom that her essence was "the warm glow of light at dawn." Choosing rosy pinks and golds for her website, she was thrilled that the colors felt just like her. In contrast, consider what someone with the essence of "the clear diamond of truth" might choose.Though it takes courage to step away from marketing trends and display the essence of who you really are, doing so serves as a powerful screening function. Those who do not resonate with your style will know it right away and not take up your valuable time.Next, clarify the unique transformational impact your offer or proposal will bring if your audience follows your call to action.In the second example above, the client with the essence of "the clear diamond of truth" discovered that she has the impact of cutting to the heart of complexity with the light of clarity and truth. This gave new insight into her work with organizations to create clear values and actions that align with these values.Notice the difference between the following positioning statements:
"We help clients identify core issues and then devise value-added solutions in an efficient and cost-effective manner."
"We cut to the heart of your complex issues and shine light on the core values that align your organization with its greatness."
The first statement is focused on routine problem-solving, and could be said by just about any firm offering values-based consulting. This positions the service as a commodity, where the lowest price is likely to win the contract.In contrast, the second statement expresses the essence of what my client's values-based consultancy does, with evocative imagery that inspires the bigger why underneath any organization's search for help. And, it's not just any imagery, but a metaphor which describes the unique essence of the consultant.
Putting it all together:Once you've clarified the essential qualities and the transformational impact of your offering, the last piece is to understand the "before" state and "after" state of the transformation.The "before" state is the condition, whether a challenge, curiosity or longing, that your audience is experiencing before they've been transformed by what you bring. The "after" state is the condition they experience having been transformed by your offer.For example, with the consultant we've been following, before her clients work with her they are feeling frustrated, stuck, and out of alignment. It's likely that there are mixed messages circulating in their organization, even competing projects, causing inefficiencies and lack of engagement.After they've benefited from her work, her clients are operating with not only clarity of vision, alignment and efficiency, they are engaged and inspired by the future as well.With this information you can speak to the heartfelt condition any prospective client, potential member or investor is living with before finding you. You can then paint the picture for them of how they will enjoy the shifts provided by your result.Call out to them heart-to-heart and soul-to-soul. Invite them to move from the discomfort of the "before" state and join you in the "after" state of your gifts.Here are two examples:~~~~~Public speaking with ease and impact in front of any group:Imagine standing in front of any audience, feeling absolutely at ease and enjoying their rapt attention.Whether you have public speaking anxiety or simply want to express yourself with greater clarity, Relational Presence and Relational Stillness practice at a Speaking Circle® program will guide you in effortless authenticity.~~~~~Do you feel called to increase your impact and play an essential part in the global shift that's emerging? If you're like most of us, you also feel a bit daunted at how to tackle this profound task.Even with success at living your calling, something larger calls you. You won't be satisfied until you embody the truth of your deepest wisdom, boldly touching more lives than you can imagine, and making the full impact that you are here to make. How do you fulfill this vision in the face of all the challenges that stop you?It's time to heal the wound of separation between your inner truth and your outer expression.Join with like-minded others at the Gathering for Change Agents, where by sharing a similar mission, we can accomplish much more together than any one of us can alone.~~~~~Once you take the leap to marketing from your soul, the results will reward you in ways you couldn't have imagined, and there's no going back.