I've always been fond of yoga. It's mysterious and full of contradictions. It relaxes and strengthens. You push and yield at the same time. In many ways, marketing is like yoga.
Like yoga, effective marketing requires finding the perfect balance between pushing and yielding.
With yoga, you have to push beyond your limits. However, you need to do so gently.
If you push too hard, you'll tear your muscles, injure yourself and never want to do yoga ever again.
But if you don't push at all, then you won't improve. Your muscles won't get stronger and more pliable. You won't be any closer to the full pose.
In marketing, you need to “push,” too. You need to get out there and sell your wares.
But if you push too hard, you'll turn off your prospects. Their defenses will come up. They'll distrust you, and your relationship is ruined forever.
On the other hand, if you don't push at all, then you won't make sales, either.
In yoga, the best way to get into a pose is to breathe into it and yield. You don't force your limbs into the pose. You soften and melt into it.
Similarly, in marketing, you can't force yourself on your prospects. You can only present your offer and then wait (and don't forget to breathe). You need to trust your prospects enough that they will make the right decision whether or not your product is right for them.
Remember this next time you're making an effort to promote your product or service. Push just a little to the point of slight discomfort. And then relax, breathe into it and yield.
Lexi Rodrigo is a communication and marketing professional for multimillion-dollar businesses, co-author of Blog Post Ideas: 21 Proven Ways to Create Compelling Content and Kiss Writer's Block Goodbye, and host of "Marketing Insights LIVE!." Connect with Lexi on Twitter, Facebook, or LinkedIn.
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