A great number of people who come to me for marketing help have a litany of complaints: "I have no time to market, I'm not the marketing type, I really hate marketing." Often they're expecting me to give them a "painless pill" that will make marketing both easy and effective.

That pill is actually available but it's not what they expect.

The first dose of medicine is this information: Your concept of marketing is completely backwards. Marketing isn't an ordeal to be endured. Marketing is about sharing the heart of your business. You need to change your point of view first.

What do I mean?

What I'm talking about is a "Mindset" that shapes the way you perceive your business and marketing. There are mindsets that serve you and mindsets that undermine you.

The kind of mindset that undermines you might be called the "Scarcity Mindset" and consists of beliefs, attitudes, self-talk and behaviors that go something like this:

"People don't value my services. People don't understand what I do and there's really no way to explain it. Marketing is about presenting a false image so it's not appropriate for my business. When it doesn't work anyway, how can I find the time to market? I'm not the hype-and-hustle type, so I'll just have to hope for word-of-mouth business. You have to struggle to make it in business - that's just the way it is."

Sound familiar?

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