Part of what is driving my extended research is the search for a way to do marketing that feels authentic to me.
I’ve been practicing with some common techniques that have made me feel uncomfortable.
Marketing is a new enough skill and space for me that I find myself questioning whether my discomfort is a result of fear and I should just get over it or if the discomfort is warning me of a values conflict.
After reading George Kao’s book, I’m oddly comforted to learn that it is the latter and, yes, there is a way to market one’s work. Even better, his approach aligns with what I’ve already been doing for the past 11 years.
Fundamentally, his advice is to produce content and have your paid content be the carefully edited and/or more complicated to execute. And produce a LOT of content. Use it as a practice. Share freely.
For me, the blog has always been my first attempt to communicate ideas to the outside world. By doing this, I quickly find any gaps in my understanding of the topic. I’m also learning what works and doesn’t work for the people attracted to my work.
What thrills me about this book is that someone has validated my original content marketing approach and provided ways for me to refine it. Kao has given me permission to keep writing, keep learning, and keep sharing. He’s reminded me of the benefits of the approach I’ve been using for almost 11 years.
Is it slow? A little. Will there be greater long-term benefits? Absolutely. Will I be more authentic? No question. That authenticity will allow me to attract the clients that will resonate with what I am doing – making our work together better for the both of us.