Are You Promoting Too Much?

Communication and connectionEveryone of us has a comfort level when it comes to promoting ourselves and our business…

That is, until we recognize that the work that we’re doing is actually meant to help other people, and that if we’re not promoting or marketing properly, then what we’re actually doing is denying people who need our help.

The problem becomes, finding the fine line between promoting enough to ensure people know about your solution, and not promoting too much that you feel like a used car salesperson. Yuck.

The fine line between promoting too much and not enough

So how do you find that fine line between promoting enough but not too much?

It really comes down to the depth and frequency of your communication with your audience.

The way most icky marketers communicate is at the surface level… Then, anytime they promote something, it comes across as overly promotional.

That’s because they haven’t gained our trust.

On the other hand, if you are able to communicate with your audience on a much deeper level through content that gives them results before you ever ask for the sale, then you won’t be “too promotional” when you do ask for a exchange of value and money.

How often should you be promoting?

Now you might be wondering, okay Nathalie I get this in theory but how often should I be promoting?

I like to refer back to the 80/20 rule. If you’re sending super valuable amazing content 80% of the time you’re communicating with people, then 20% of the time you get to tell people about what offerings you have.

You can look at this within a single e-mail.

Maybe you have 80% filled with a fun story with a take away that somebody can implement right away.

And then at the end of the e-mail, either in the P.S. section or just as you’re about to wrap up you can tell people that you have coaching spots available, or a product they buy.

By doing it this way, you’re giving value in advance.

You’re also creating awareness with each e-mail that you do have something for them to take you up on, if they want to go further with you and your services or products.

What about social media?

Now let’s take a look at social media messages.

If you only post on social media when you have something to sell, people are going to get tired of seeing your promotional content.

Instead, focus on sharing great things and providing value in the form of curated content.

Then you can sprinkle promotional posts in between the regular messages that you’re sending out, and responding to.

Remember how we talked about the depth of communication as well as the frequency?

Just because you’re communicating with someone on a weekly basis or even a daily basis on social media, doesn’t mean that you’re connecting on a deep level that opens the door for non-slimy promotion.

Think about what you can provide

If you’re sending your newsletter because you “have to” but you’re not putting your heart and creativity into it, people will be able to feel it.

It’s almost like phoning it in, and not providing the space for connection that it’s meant to provide.

So before you sit down to write your next piece of communication, record your next video or podcast, think about what it is that you can provide…

I promise that when you start thinking about promotions from this viewpoint, you won’t feel sleazy or icky.

It’s really all an exchange of energy: the more great stuff you put out into the world, the more great stuff comes back to you.

So don’t be stingy, give away some of your best content, and watch what happens when you put together an offer that’s a perfect match for the people who are in your target audience.

What promotions leave you feeling great?

Now I’d love for you to leave a comment below and tell me what ways you LOVE receiving promotions and what ways you prefer not to receive promotions.

24 Comments

  1. Makenna Johnston on January 22, 2014 at 11:41 am

    I’ve really been excited about seeing promotions smattered about, like you suggest. One of my favorites is Jonathan Fields of the Good Life Project, I love his ethos and content, and his sales pitches are fun and not tooooo frequent.

    I think that is something I personally need to work on in MY business. I need to strike that balance, as I spend toooo much time promoting.



    • Nathalie Lussier on January 22, 2014 at 11:55 am

      I love how you’re taking a look at your own business, and also at what businesses you feel good about participating in, too. You’re a smartie Makenna! :)



      • Makenna on January 28, 2014 at 10:45 am

        Your comment made me laugh. Thank YOU for making me think!



  2. Caroline Frenette Intuitive Leadership Coach on January 22, 2014 at 11:46 am

    People can really feel the intention or energy behind any communication. I only open emails from people that really speak from the heart (like you:) AND have something original to say.

    I also really appreciate marketers that let their personality SHINE; it’s makes their communication so much more interesting!

    I’m working on improving this myself: finding the perfect balance between sharing my own expertise & wisdom (from the heart), bringing value to my peeps and also “selling” from an authentic place.

    It’s an art :)



    • Nathalie Lussier on January 22, 2014 at 11:56 am

      It’s totally an art Caroline! I think you’re awesome and I love that you’re honing your own promo/personality balance, too. :)

      Smart from the heart is my new motto. :)



  3. Maeri Howard on January 22, 2014 at 11:50 am

    I can say, hands down, each email I get from you, Natahlie I learn something! And you always seem to know about a question that has been rolling around in my brain because a post comes in my in-box from you and you are answering my question! Thanks so much for sharing what you do!



    • Nathalie Lussier on January 22, 2014 at 11:57 am

      Aww that makes me so happy Maeri! Glad to hear this one was useful and timely for you too. I love sharing and I’m glad you’re here to co-create with me! :)



  4. Rebecca on January 22, 2014 at 12:00 pm

    First off, Nathalie, your dress is absolutely beautiful in this video!!!

    Also, I just noticed you upped the paragraph font size on your website! Looks great.

    I totally believe that people can feel your authenticity and feelings through an email. Creating genuine good vibes behind what you want to share is contagious.

    You’ve inspired me to create a ritual before I write my emails to strike a balance. Thanks Nath and shine on!



    • Nathalie Lussier on January 22, 2014 at 1:38 pm

      Yes we did bump up the size – thanks for noticing and giving us the thumbs up. :)

      And absolutely on the good vibes, glad this is sparking a new ritual for you before your write emails – how fun is that?! :)



  5. Anastasia on January 22, 2014 at 1:55 pm

    athalie, you look amazing on this video! I’m launching my new product. Actually I do its test version now. My strategy is to share with people on how my test program is going. I also want to metion that I’m launching my program for sale in March. Should I put the exact date now or should I keep it secret and reveal later?



    • Nathalie Lussier on January 23, 2014 at 10:41 am

      Hey Anastasia! There’s a lot that goes into launching, and I talk about all of the details in my Launch It and Profit course. But I will say that telling people that something is coming through hints and free content is really smart, and the date can be useful but not always necessary.



  6. Ana Goncalves on January 22, 2014 at 5:30 pm

    Thank you, Nathalie.

    A very Happy New Year to you. Hope you are well x

    Your Newsletters and posts are always a joy to read as I feel your genuine help in them, and I know how much valuable content you provide and it always gets me excited to read. This has come at a very matching time for me as I have just arrived in my essence, meaning that I am very happy to be sending out newsletters from my heart to people and being open and vulnerable in a way I hadn’t before, sharing my journey at the same time. I hadn’t figured out how to offer my services and tie them in with my heart opening newsletters and now I know that I can include them at the bottom giving the opportunity for others to get help where needed.
    I have received some very positive feedback from my Newsletters, that it has helped others in their own journey which has made me feel happy to know that I am helping. I write my Newsletters usually from experience and tie in a challenge and how to overcome it so it helps the individual out, always coming from a gentle and loving angle because that’s who I am.
    I have noticed I have been writing to my list more than once and recording videos intuitively and acting upon them. I’m also engaging in new experiences to share my story which is exciting and has been scary all in one, however very grateful because individuals can get to know me from a personal view point and receive the support from what I provide if they are in tune with who I am. That’s very positive. I have been giving away my best content in that, which I feel truly on a roll with and I know that the more I do I get clearer on my offerings and provide exactly what my list are looking for.
    Thank you for a truly inspirational video as always!
    You rock, and I am tempted to join up for the 30 day list building challenge once again x



    • Nathalie Lussier on January 23, 2014 at 10:42 am

      I love that you’re listening to your intuition on that Ana! It sounds like you’re honing in on what your audience wants from you and listening to feedback too.

      Way to go and keep up the awesome work! :)



  7. Sandra on January 22, 2014 at 5:52 pm

    Thank you for sharing this great video. A good reminder that being authentic really does make good connections.

    I recently started posting more content to Facebook and noticed I got more likes on posts that came straight from my heart rather than other people’s quotes.

    But you really got my attention when you mentioned that because someone is connecting every week on Social Media doesn’t mean they are connecting on a deeper level. Food for thought!



    • Nathalie Lussier on January 23, 2014 at 10:43 am

      Ooh Sandra! I’m so glad this sparked something for you, and that you’re already experimenting with sharing more from the heart on social media.

      I like to think that there are different layers or proximity to the different people I connect with. For me, my email list is the closest group. :)



  8. Monika Mundell on January 22, 2014 at 9:45 pm

    ***SMACK (this is the sound of your gentle palm landing on my cheek)!

    Thanks so much Nathalie, for the timely reminder to give my email list way more love + kudos than they’re currently receiving.



    • Nathalie Lussier on January 23, 2014 at 10:44 am

      Monika you crack me up! :) I’m so glad this is inspiring you to give your email subscribers even more love. :)



  9. Marsha from YesYesMarsha.com on January 23, 2014 at 8:10 am

    Waaa, i LOVE this question and your answers!!!!

    It’s something I struggle with SO much – especially having spent so many years where others pitched to me, I feel allergic to sounding pitchy or pushy. I’ve heard the 80/20 rule before, but somehow I never fully wrapped my head (and heart) around it. But the way you explained it – in detail – has meant I *finally* get it, thank you! I am going to think about this with every email I send. I also love what you said about how it’s our duty to let people know how they can work with us, if they want to.

    THANK YOU!

    As far as people who do it well… Honestly, Nathalie, I think you strike a GREAT balance. When you were telling us about the Daring Business Cultivator, and Off The Charts Live, I *never felt like you were being pushy or salesy. Marie Forleo also did a GREAT job with B School. I had no intention of signing up, but then got SO much from her free training, that I did. Best decision I ever made :) (second best was signing up through you!).



    • Nathalie Lussier on January 23, 2014 at 10:46 am

      Yay Marsha! I’m so glad to hear that this resonated and help you grasp the 80/20 idea at a much deeper level. I think it’s such a useful number to have, but if you can’t see in practical terms how it lands then it’s not that helpful.

      And thank you – so happy to hear I’m walking my talk on this one. :D



  10. Jess Webb on January 23, 2014 at 8:17 am

    I love how you’ve laid this out so clearly, Nathalie! And I especially love that 80/20 rule and the reminder to have depth in communication. ;)



    • Nathalie Lussier on January 23, 2014 at 10:46 am

      Thanks Jess! I feel like you have been going deeper in all of your communication, videos, etc and it’s awesome to see you here! :) Miss you lady!



  11. Nathalie on January 23, 2014 at 11:40 am

    Hi Nathalie! perfect timing for me again, I just finished shooting a new video for an optin to a free webinar I’m doing next week and I was getting that gut feeling “outch, now I have to promote and I don’t like it”, so thank you for the reminder, my webinar is free and its goal is to provide value and save people a lot of time looking for that information, I feel better already :)
    I have to say, I’m getting addicted to your blog, I love the new layout with an image then some text and the video, I know you’ve been doing it for a while but I get as excited receiving your emails as I get Tuesday’s marieTV :) and of course I love your dress and the hair!!!!



  12. Teri Wade on February 2, 2014 at 9:16 am

    Hi Nathalie,

    Loved this video :) I’ve heard of the 80/20 rule and seen people do the ps many times, but for some reason it hadn’t clicked that you can abide by the 80/20 rule inside one email, not just spread across all your communications–like 80% of your communication not mentioning your services at all.

    Very helpful!

    And of course, I love the suggestion to connect through storytelling :)

    Thanks!

    Teri



  13. […] Promoting your blog too much? Know when to stop with these simple tips: http://nathalielussier.com/blog/social-media/promoting-too-much […]