Happy Thursday Majik-Makers,
This’ll be the last email before I begin a wee summer holiday adventure with my family... and it’s a goodie!
This coaching sermon came from my Majik Mind community coaching session yesterday and I thought it was too important not to share with YOU before pushing the peace pause button.
And if you’re inspired and want support, there are a bunch of accessible ways to work together at the bottom.
Marketing vs. Nurturing: Every Healthy Business Needs Both
I was out for a walk the other day thinking about how so many entrepreneurs work so ridiculously hard on creating genuinely valuable content - but still struggle to grow their audience and revenue...
The distinction that kept coming back to me was the difference between marketing and nurturing.
I think a lot of folks - maybe you - lump those two things into the same bucket.
Maybe you assume that because you’re:
writing newsletters,
publishing YouTube videos,
recording podcasts,
posting on social media,
or writing blogs,
that you are “marketing”...
Those activities absolutely matter! I do them too.
The question is: What job are they actually doing?
Here’s the distinction that was helpful for everyone in the session the other yesterday...
Marketing is what helps new people get to know you.
Nurturing is what helps those people to trust you.
Marketing expands your reach.
Nurturing deepens your relationships.
Every healthy business needs both.
Marketing Is About Awareness
Whenever I’m thinking about a new marketing idea, I come back to one simple question:
Does this put me in front of new people who don’t already know about me or my brand?
If the answer is yes, it’s probably marketing.
There are a lot of ways to do that. You can:
Do a Signature Workshop Tour.
Go on a podcast tour as a guest.
Speak at conferences or teach in someone’s community.
Build strategic partnerships
Run paid advertising,
Get featured in the media,
License your intellectual property.
Do a proper affiliate launch for a program.
Build a JV partnership & create something together and share the audience, the effort, and the revenue.
That’s exactly what Tad Hargrave and I have done with the Signature Workshop Training. We both bring our strengths, we both serve the community, and together we’ve built something neither of us would have created alone.
If you’re a fan-based business, you could also create an ambassador program. We do this with Play Chi Ball.
It’s simply a way of encouraging long-term champions of your work to continue spreading the word because they genuinely believe in what you’re creating.
There are also cross-promotions, which we’ve used often with Majik Kids. Sometimes another company serves a similar audience, but it isn’t the right fit for a formal partnership. In those cases, we’ll simply feature each other in our newsletters.
One email each. Very little effort. Suddenly two communities discover one another. Everybody benefits.
Here are a dozen other ways to market your work. Guest articles. Speaking at summits. Networking events. Chamber of Commerce meetings. Trade shows. Search engine optimization. Cold outreach. Community partnerships. Social media. Short-form videos. Paid ads.
You definitely don’t need to do all of them.
In fact, I’d recommend the opposite.
Find one or two marketing strategies that genuinely fit your personality and become excellent at those.
One of the biggest challenges for entrepreneurs is that marketing often feels uncomfortable.
Most of us were raised to be humble.
We weren’t encouraged to promote ourselves or talk about how great our work is. Then we start a business and realize we’re also the marketing department.
We have to toot our own horn in order to survive!
Until enough people have experienced your work that they’re naturally telling others about it, you’re the one who has to introduce yourself to the world.
A lot of entrepreneurs secretly hope for the Field of Dreams approach.
“If I build it, they will come.”
Sometimes they do. It is rare, but some folks are magnetic in that way.
Most of the time though, people have to discover you before they can experience the majik you have to offer.
Marketing plays that role!
You NEED a marketing strategy -- choose 1 or 2 from the list above.
Hint: I recommend touring a signature workshop!
Nurturing Is About Trust
Once someone discovers you, your job changes.
Now your role is to deepen the relationship.
The question becomes:
Does this help the people who already know me trust me a little more?
If the answer is yes, you’re nurturing.
This is where your welcome email sequence matters.
Your newsletter.
Your podcast.
YouTube channel.
Substack.
Blog.
Free Coaching Fridays.
Live Q&A or Office Hour sessions.
Membership community or Facebook Group.
Monthly workshops.
Personalized client check-ins.
Case study stories.
Behind-the-scenes stories.
Educational content.
Hosting events
Personal stories.
Community discussions.
Follow-up emails (aka Nurture Sequence)
Books.
Courses.
All of these help people experience the way you think and the way you serve. They all build trust!
One of my favourite examples is Free Coaching Fridays.
Every once in a while, I’ll block off an entire day and invite people from my email list to book a laser-focused coaching session.
I’ve also found that some of the most powerful nurturing has nothing to do with fancy systems.
Sometimes someone replies to one of my newsletters and tells me they’re finally going to do the thing they’ve been putting off.
If they pop into my mind a month later, I’ll send them a quick email.
“Hey... you crossed my mind today. Did you end up doing that thing?”
Those little moments matter. People remember being remembered. People remember feeling seen.
Your Content Strategy Is Probably a Nurturing Strategy - NOT Marketing
This is where I think a lot of entrepreneurs get tripped up.
Your newsletter is primarily nurturing.
Your podcast is nurturing.
Your YouTube channel is nurturing.
Your articles are nurturing.
They all provide incredible valuable because they build trust, reinforce your point of view, and help people experience your work before they ever become clients.
For me, these coaching sermons eventually become articles, podcast episodes, and YouTube videos on my Substack.
I make comedy videos because I enjoy them. Every so often I’ll open up another Free Coaching Friday.
That’s my rhythm and flow...
Your rhythm will probably look different.
Maybe you’re a writer.
Maybe you’re an incredible speaker.
Maybe you love audio and have no interest in video.
Perfect.
This is your business. You make the rules!
Build your nurturing strategy around the ways you naturally enjoy teaching and serving. You’re far more likely to stay consistent when you actually enjoy crafting the experience.
A Healthy Business Has A Rhythm
One way I’ve come to think about business is as a simple cycle.
Marketing creates awareness.
Nurturing builds trust.
Sales invite commitment.
Delivery creates transformation.
Transformation leads to referrals.
Those referrals create even more awareness.
Then the cycle starts all over again.
Every piece supports the next.
Marketing vs. Nurturing: A Reflection & Planning Exercise
Take ten minutes and look back over the last 90 days.
On one side of the page, write down everything you’ve done to market your business.
How many new relationships did you intentionally create?
How many podcast interviews did you pitch?
How many workshops did you host?
How many organizations did you reach out to?
How many new audiences discovered your work?
Then make a second list.
What have you done to nurture the people who are already in your world?
How consistently did you send emails?
Publish content?
Follow up with people?
Teach?
Serve your community?
Send personal emails or text messages?
The goal isn’t to judge yourself. You shouldn’t... it’s not productive. We’re all learning here!
The intention is to see where your energy has actually been going.
Then look ahead to the next ninety days.
If your audience hasn’t been growing, maybe your marketing needs more attention.
If people are discovering you but very few are becoming clients, maybe your nurturing rhythm needs strengthening.
Most businesses don’t need a complete reinvention. They need a healthier balance between expanding relationships and deepening them.
When new people continue discovering your work and the people already in your world continue experiencing your generosity, your ideas, and your point of view, your business develops a rhythm that becomes much easier to sustain.
Marketing fills the room with excited new people.
Nurturing creates the experience that people remember.
When those two are working together, inviting someone to take the next step feels like the most natural continuation of the relationship.
Want help with your business strategy? Below are a few ways to receive my creative/strategic support. I’d love to help!
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BRADLEY T. MORRIS Founder | Creative Director | Strategic Partner
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Awareness versus trust is the right split, and the part people miss is that nurturing has no ceiling the way marketing does. You can always get marginally more reach, but trust compounds, so the same piece of content can be doing nurturing work on people who already know you while doing marketing work on people who just found you, and most creators write it for only one of those audiences without realizing the other one is reading too.