MARKETING WITHOUT THE ICK

HOW TO SHOW UP, SPEAK UP AND ACTUALLY LIKE IT

Author

Colleen Kochannek
September 15, 2024

A Note From Colleen

Hi, friend.

Don’t exit out of here. I know you don’t want to hear about marketing because I know you don’t want to do marketing, but…

If you want a business, marketing will be the thing you do most AND you can learn to do it in a way you actually enjoy (pinky swear)..

Thanks for being here.

Cheers,

Colleen Kochannek, Publisher

*This publication may include affiliate links and links to products I sell. If you click and buy, I may earn revenue and/or commission. 

MARKETING WITHOUT THE ICK: HOW TO SHOW UP, SPEAK UP AND ACTUALLY LIKE IT

Marketing Is The Backbone Of Your Business

  • Think of marketing as the thing that keeps the wheels turning in your business. It’s not just about selling - it's about sharing your expertise and finding the people who need what you offer. But let's be real, showing up and speaking up can feel like you're constantly in the hot seat, especially when you're over 50 and new to the digital space.

  • But here’s some tough love: You’ve spent years becoming an expert in your niche, own that. Throw away the idea that marketing has to feel sleazy or salesy. It’s about connection, authenticity, and helping people.

Why Showing Up is the Hardest Part

  • Fear of Judgment and Visibility: You’re not alone if you’ve ever thought, “What am I doing on social media with these 20-somethings? I don’t care what they had for breakfast.” Social media is simply a tool. It doesn’t belong to any one group or generation. You have every right to use it to share your experience. 

  • Personal Experience (Shower Curtain Days): Listen, I didn’t start with a fancy setup. My first videos were recorded in front of a shower curtain. Yes, I cringe when I think about them now, but guess what? The world kept turning, and here I am, running a business 7 years later. The key was practice. I showed up even when I felt ridiculous, and I kept showing up until I didn’t feel that way anymore.

  • Reframing Marketing: Stop thinking of marketing as something “icky.” Marketing is about sharing your journey, your know-how, and the solutions you offer. People need what you have, why not tell them about it?

Actionable Tips & Exercises:

  1. Warm-Up Activity: Start with a low-pressure post. Share a behind-the-scenes moment or a story about how you got into your niche. It doesn’t have to be polished - just be authentic.

  2. POV Practice: Write down 3 strong opinions you have about your niche. These are the ideas you’re itching to say out loud but haven’t. This is the foundation of your unique voice.

  3. Video Challenge: Record a 60-second video introducing yourself and your business. It doesn’t have to be perfect (remember my shower curtain days). Post it, and move on.

Why Social Media Is Your Secret Weapon

  • You Absolutely Belong Here: Social media is not just for influencers and young people. It’s for anyone who has a message, a product, or a service to share. The truth is, your audience is on social media, too. They need you to show up. Your experience is your superpower, not a limitation.

  • Find Your Platform: Not every platform will feel like home.  Try a few out, whether it’s Facebook, TikTok, or Instagram. See which one clicks. 

  • Speak From Your POV: Your experience gives you a unique point of view (POV), and that’s what will attract your audience. They’re not looking for another influencer. They’re looking for someone with lived experience, someone who understands them.

Actionable Tips & Exercises:

  1. Define Your Audience: Write down the top 3 challenges your ideal customer faces. This will help you create content that speaks directly to them.

  2. Find Your Platform: Experiment with posting on different platforms and see where you get the most engagement or feel most comfortable.

  3. Consistency Over Perfection: Challenge yourself to post something (a story, a video, a photo) every day for a week. It doesn’t have to be perfect—it just has to be you.

Handling Trolls and Judgmental People

  • Keyboard Warriors: Let’s address the trolls head-on. Trolls are just that - keyboard warriors who criticize rather than do. And here’s a little secret: Nobody who’s successfully doing what you want to do is out there trolling people. Successful people don’t have time for that nonsense.

  • Ignore the Noise: When you start showing up, yes, you might get some negative comments. So what? That’s a sign you’re being seen, which is exactly what you want.

  • Humor as Armor: Trolls are kind of like the people in the cheap seats—you can hear them yelling, but they’re not in the game. Brush it off, have a laugh, and move on. You’ve got bigger things to focus on.

Actionable Tips & Exercises:

  1. Troll Response Plan: Decide how you want to handle trolls before they even show up. My preference? Block and delete, no questions asked. Have a plan so you’re not caught off guard.

  2. Flip The Script: Instead of focusing on the negative, take a moment to highlight and respond to someone who leaves a positive comment. Build your community by nurturing the good vibes.

  3. Troll-Proof Mindset: Remember: The louder the trolls, the closer you are to breaking through. Use their negativity to motivate you. Get made (but block and delete). 

Marketing That Feels Good (Yes, It’s Possible!)

  • Forget The Old Stereotypes: We’ve all encountered sleazy sales tactics, but marketing has evolved. Today, it’s about relationship-building and offering real value to people who need it. Your approach should feel like an extension of who you are, not some scripted sales pitch.

  • Find Joy In The Process: When you market from a place of service and authenticity, it can actually be fun. You’re not trying to “sell” something to someone. You’re helping them solve a problem with your expertise.

  • Marketing As Service: Think of marketing as an opportunity to serve. Every time you share your knowledge, you’re giving someone else the tools to succeed. How could that ever feel icky?

Actionable Tips & Exercises:

  1. ‘I Love’ Marketing List: Write down 3 things you enjoy about your product or service. Focus on sharing those with your audience.

  2. Repurpose Content: Take one piece of content and write it a few different ways. This makes marketing feel easier and less overwhelming.

  3. Weekly Focus: Each week, choose one key message to share. Keep it simple.

Conclusion: Keep Showing Up. Your Audience is Waiting

The hardest part is showing up, but once you do, you’ll realize the world didn’t stop, and your message is needed.

Let’s start your marketing plan right now: 

Write down the following things about your topic (you’ll be amazed at how this becomes the foundation of your marketing).

  1. Your story around the know-how you want to teach. Did grandma teach you that recipe? Did you self-teach woodworking after losing a job? What’s your journey?

  2. Why you learned it—who taught you, and how did you learn it?

  3. Why you enjoy it—how does it make you feel when you do it?

  4. Your strong opinions about your topic that you haven’t dared to say out loud (yet).

  5. If you could tell people just 3 things about your know-how or product, what would they be?

After writing these down, you’ll have the beginning of your marketing. Now, start sharing it. Your audience is waiting for you.

ARE YOU A PLANNER, OR A FLY-BY-THE-SEAT-OF-YOUR-PANTS KIND OF GAL?

Many of us have spent decades balancing between being planners and fly-by-the-seat-of-your-pants gals.  When it came to the big things, like work and family, we planned, set goals, and followed through. There’s comfort in knowing what steps to take to get to Point B. 

But when it came to other parts of life, like - like travel, for instance - some of us were fine with just booking the first night’s hotel and figuring out the rest on the go.  

There’s a certain freedom in leaving room for spontaneity, right?

Now, as we step into our 3rd Act, many of us feel unsettled if the big life goals aren’t quite defined yet. Maybe you have a lot of ideas, but nothing set in stone. It’s a bit unnerving. Are you moving in the right direction, or just wandering aimlessly?

The truth is, many of us are learning to embrace the unknown, and trust that we’ll figure things out as we go. It’s not always easy, but it’s a shift that opens us up to new possibilities.

Maybe it’s time to let yourself be more of a fly-by-the-seat-of-your-pants gal, too.

DO YOU STRETCH?

I’m no fitness guru, but I do know this - stretching is one of those simple things that can make a world of difference. After my back surgery to repair a herniated disk, stretching became a non-negotiable part of my daily routine. I stretch before I even get out of bed and again when I’m up, sometimes even while brushing my teeth. 

And let me tell you, it works wonders.

My trainer, who always includes stretching in our sessions, swears by it. He says it’s not just about preventing injury. Stretching can help build muscle faster, improve balance, and just make you feel better overall. Who knew something so basic could make such a difference?

TIME SENSITIVE OPPORTUNITIES - There’s still time!

🌟 Ready to Leave Your 9 to 5 and Build the Business of Your Dreams? 🌟

I’m thrilled to be part of the From Employee to Entrepreneur Summit, from September 16th to 29th, and I want YOU to join me. 🎉 This incredible event, hosted by Annette Smith, brings together 20+ experts (including yours truly 😉) to share our best tips, strategies, and secrets for making the leap from employee to successful entrepreneur.

If you’ve ever dreamed of turning your passion into a profitable business, now’s your chance to learn from those who’ve done it. We’re covering everything from overcoming fear and mastering tech skills to launching and scaling a thriving business.

Don’t miss out—this summit could be the game-changer you’ve been waiting for. And the best part? It’s totally free to attend but you must register to save your seat! 🙌

👉Click here to reserve your spot today! Let’s build the future you deserve together.

See you at the summit!

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Are you curious about starting a subscription-based business? You’ll want to check this out. 

My friend, Melissa Lanz, has an incredible story. Melissa makes her mark selling the subscription-based product called The Fresh 20... to the tune of millions. 

Now, Melissa wants to teach us how to do the same. She's already guided thousands of people in creating their own successful subscriptions, memberships, and online courses.

Melissa is hosting a special 3-day virtual workshop called The Subscription Lab - in September. It's a fast-track program designed to help you launch your very own recurring revenue stream - without getting bogged down in complicated tech. 

In just three days, you'll learn Melissa's Subscription Success Formula and leave with a concrete plan to put your expertise to work for you. The best part? You can participate from anywhere in the world, right from the comfort of your own home or office. 

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