Feeling Unheard in Your Marketing?

February 25, 2021 Hilary Johnson

Are you feeling a little frustrated that you're spending lots of time creating content… cranking it out and putting it out into the world…only for it to fall on deaf ears?

“Uh, did anybody see this? Did anybody hear this?”

If you're feeling that right now... I hear you! And this happens!

I know because I have been in your shoes. There are still times that we put out a piece of content and it doesn't get rave reviews.

So what do you do when your marketing is falling flat?

I’ve got 3 pointers for you & then I’m going to share a super helpful resource (so keep reading!)

First things first.

It's critically important that you break through the clutter. I don’t know if you’ve noticed (haha), but there's a shitload of clutter all over social media, which is a primary platform for the vast majority of us as business owners.

This is where you've got to differentiate like a boss!

You have to have a very clear perspective of who you serve, and it needs to be narrow. I've heard so many entrepreneurs say “I'm afraid of to niche down! What if I pigeonhole myself?”

Dude, you got to get that out of your head because the “riches are in the niches” and seriously, you’ve got to narrow the focus because that's how great marketing works!

When you really start speaking to a specific person with a specific problem, a bunch of people that identify with both of those things are like… ding, ding, ding! The light bulbs turn on. They're like, “Oh, $hit, they get me!!!”

Next, you have to stand for something.

And this has honestly been a struggle for me. I'm a person who, although I function best in black and white, I really see shades of gray. In my mind there’s no “right or wrong” and I believe that in my core, which made it hard for me to develop a marketing message early on that was really succinct and pointed because I wanted to play to all ends and let people know that it was okay whatever experience they were having.

But playing in the gray doesn't help you when you're developing a marketing message at all!

Now the last piece I want you remember is that everything in marketing is trial and error! And that’s okay. In fact, it's part of the process, and its part that I have learned to deeply love!

The truth is even the message I’m putting out right now… I don't know how it's going to sit with you guys. I have a sense for it, but I don't know with 100% certainty.

I put it out anyway! I'm testing it and I'll see what lands and I'll see what works.

I am always listening and specifically listening to what my audience is saying? What's going on in their world? What do I hear them constantly complain about? Or say they need help with?

They start to give clues! It's really important that we listen and remember to trial and error everything.

The biggest companies in the world still trial & error their marketing messaging all the time! And I can tell you that, because that's what I used to do professionally for 10 years before I started my first business 10 years ago.

You figure out things. If the campaign doesn't work, you're like, “Well, $hit, we'll pull that one... and we'll move on to the next one!”

This is part of the deal.

Now I want to turn you onto a super helpful resource on this topic! My mentor, who's taught me a tremendous amount about messaging and content marketing is Brandon Lucero. His Content

Revolution video series is launching on March 1, 2021!

I want you guys to check this out. It's a five day free video series and he's going to deep dive into several of the concepts I’ve talked about here! He’ll help you start rethinking your content marketing and how you start to really bring your messaging together with what you're selling so that you're not just cranking out a shitload of content that’s not helping you grow your business.