Groundswell Marketing Principles Chris Angell

The voter/consumer doesn’t trust you or your “policy”. And you waiting until election season to tell me your policy is obsolete.

I DON’T CARE ABOUT WHAT YOU KNOW... I CARE ABOUT WHAT YOU HAVE SEEN.

Knowledge is boring and generic. It doesn’t help me the way your life experience helps me.

It also doesn’t create connection with me like your life experience connects with me.

And here’s the problem with knowledge for you...

Because there’s so much to know, you never feel like you know enough.

And that stops you from marketing your important work.

Marketing is about connection not information.

Information is everywhere. But someone who gets me is rare.

When you share what life has taught you, I feel like you get me. I feel seen and not alone.

I don’t want to do business with those who know it all. That feels risky and confirms my insecurities that I’m not good enough and you’re better than me.

I’m more likely to do business with someone who gets me because that feels safe. I feel known.

This is where you need to come from in marketing.

Just share your story. Share what life has taught you. Share what you have seen. Share what you have learned.

Tell me why you’re so passionate about what you do.

Tell me the problem you ran into and how you got to the other side.

Your problems are my problems. Your fears are my fears. Your insecurities are my insecurities.

When you’re real and human, it gives me permission to be real and human.

And people that are real and human make the best clients.

So be what you want to attract. Share what life has taught you. Share what you have seen. And watch your tribe grow.

When passion and ideas and life lessons come, don’t hoard them. And don’t wait for them to be perfect to think that’s what makes you valid. Share what you see so we can benefit from your life’s lessons.

We often want answers BEFORE we take action. We don’t want to invest time and money if it’s not going to work. But that’s not how life and certainty work. You have to take action first AND THEN answers show up

I DON’T CARE HOW BIG YOU ARE, OLD YOU ARE, WHAT GENDER YOU ARE, OR WHAT COLOR YOU ARE...

...when you show up in your certainty it’s sexy.

It’s captivating. It’s clear.

But absent of your certainty we’re left with all the other stuff you’re afraid for us to see.

Some people are kind about that “stuff” and others are judgy about it.

And you know this. You’ve experienced this.

Which is why we feel shy, bashful, or scared to step out and show up in the areas we feel stuck.

This is the challenge of certainty.

In order to grow and step into the next expansion for yourself, you have to step into uncertain territory.

Let’s use marketing as an example.

You can feel your certainty in the important work you’re doing as you do it.

It feels clear. You feel strong doing it.

But when you put your marketing hat on, things get fuzzy.

You don’t know how marketing works. You get self-conscious about doing videos. When you sit down to write you have a hard time finding the words.

Which is so weird because when you’re simply talking to somebody about your work you feel inspired and aren’t short for words.

So how do we find certainty in uncertain territory?

If we find it, people will connect to the powerful people we are. Money comes and our impact grows.

So a lot is riding on you finding it.

You could take a lot of roads to finding your certainty.

But here’s a back door to certainty in uncertain territory I’ve found...

Without concern for marketing tools, algorithms, or “how things work” (you don’t need to understand how things work in the beginning of this expansion)...

You simply share your truth in new settings and with new people.

You share what life has already taught you and you do it from a real place.

This requires that you slay the dragons of shame attached to your story so that they no longer have any power over you...

And in fact that you see these previously shameful things as part of what makes you strong.

When your shame is redeemed for strength certainty shows up.

And with that certainty, you share your story in new ways with new people.

The story doesn’t change. That’s your wheelhouse of power.

But you expand where you share it and who you share it with.

THIS IS WHAT CREATES CERTAINTY IN UNCERTAIN TERRITORY.

Marketing, then, is just a platform to share the parts of your story that your certain about in new places with new people.

And as you do that, we will see your certainty no matter how big you are, old you are, what gender you are or what color you are.

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PS - If you want to learn how to bring more certainty into your marketing...

I’m launching a 6 week course in July. I’ll have more details up this week. But if you’re interested, PM me and I’ll send you a link later this week so you can if this program is a fit for you.

It is critical to get clear on who your audience is. But the typical exercises can put us in our head instead of our heart and we get confused about who our audience is. But you can feel into your audience to get access to how to describe it. (Listen now)