How To Be Gentle and Effective in Marketing as a Soulful Solopreneur
Krista works with spiritually-minded coaches and healers who know that they don’t want to do traditional marketing and sales strategies. They don’t enjoy using scarcity, FOMO and other fear-based tactics to market their services to their potential clients because it feels pushy, inauthentic, and tiring. Yet they need to show up in some way so that they can continue to attract the right clients for their businesses to be sustainable.
This is what Krista offers in her online business. She helps her clients align with their values, so they can market their small business with integrity and respect for the people they want to serve.
Here are the key insights that Krista shared in our Zoom interview together. As we’re both mothers of young children, she spent her kid-free evening in Calgary, Canada with me, while I met her during my kid-free morning in Singapore.
Aggressive Mainstream Marketing Doesn’t Work As Well Anymore
It’s true that aggressive marketing techniques used to work very well in the past because that’s how most businesses market themselves. But now that we’re getting bombarded by fear-based sales and marketing messages through emails, social media, and ads, more people are getting tired of being marketed this way.
Collectively, we’re becoming more savvy and sensitive in sensing when we‘re being pushed or persuaded to purchase something, especially in the online world. Instead, we’re diverting our attention towards authentic businesses doing values-based marketing.
Krista believes that it’s much more effective to show up and put yourself out there in a way that’s aligned with you. When you have the courage to stretch yourself a little bit, put your ideas out there, and share your unique personality and perspective with the world, the right people will gravitate towards you naturally.
What Does Authentic Marketing Look Like?
In Authentic Marketing, the way you market your business is in alignment with who you are as a person. Krista is always re-aligning with her values in her business by asking herself these 3 questions:
- Am I showing up authentically?
- Am I expressing my ideas in a way that feels like a true expression of who I am?
- Am I aligned with my Higher Self?
We shouldn’t need to push our ideas on anyone. Being your authentic self is persuasive enough for the right people—the people who genuinely resonate with you. Krista believes in showing up exactly as you are—take it or leave it. She believes by being unapologetically you, you’ll just as quickly repel the wrong people as the right ones and that’s a good thing. She shared:
“What’s so beautiful about being authentic in your business, message, and everything else is you don’t need to push for sales. When you show up as an authentic expression of who you are, the right people are drawn to you naturally. They can feel your heart and sincerity. When your message speaks directly to the folks who are a genuine fit for your work, there’s no need to shout. Ever.” ~Krista Bauer
What Gets in the Way of Being Seen Authentically Online?
Krista shared that perfectionism tends to be one of the biggest challenges. Her clients often hesitate in sharing their content publicly for fear of being judged and criticized. They struggle to describe their services and solutions in a way that resonates with their ideal clients because they don't know what to say or how to say it. They second-guess themselves frequently.
If you‘re a soulful solopreneur experiencing these challenges, it helps to trust that most people who already follow your business are highly supportive and want you to succeed. There’s no need to be too concerned about the minority who criticize your content. These people are not your ideal clients anyway.
How Krista Shows Up in Her Business
Word-of-mouth is one of the best ways to market your business as it shows that you have clients and supportive fans who love what you offer. Krista gets booked by new clients mostly via referrals.
She walks her talk by joining social media groups where her ideal clients typically hang out. Instead of posting about her services, she offers valuable feedback and suggestions by commenting on their posts when they ask for help. This is one way she attracts new clients who purchase her courses and services. Some of these people recommend their solopreneur friends to her too. (I’m an active referrer!) Some new clients also find her through her Instagram profile.
Treat Yourself With Gentleness at Work
While Krista doesn’t believe in hustling to reach her goals, she can be a hard worker. She can work intensely for several hours at a time, and she still needs to conserve enough energy to take care of her young children.
She has been learning to manage her energy levels better by using the Pomodoro technique for work — working for 27 minutes, then taking a 3-minute break before working again. She also takes a few minutes to center herself by inhaling essential oils, such as lavender for calming or rosemary for concentration and doing an energy reboot just before she meets her clients online or switches tasks.
From a long-term perspective, it’s vital to keep reflecting on your business model and tweaking it according to your growth and strengths. When you’re aligned with your innate gifts and the work that lights you up, you attract clients with greater ease.
Krista’s business has gone through quite a few iterations as she constantly realigns to herself. Prior to this current iteration, she was working as a Virtual Assistant, and while she enjoyed some aspects of it, she felt misaligned with other aspects and resentment started to brew. This was a clear sign for her to remodel her business and now she’s feeling much more joy and fulfillment in doing her work again.
Thank you, Krista, for inspiring and helping other soulful coaches and healers market their businesses with authenticity, integrity, and kindness.
Here are some wonderful articles she has published on Medium that offer more valuable advice on Authentic Marketing:
How To Unpack Self-Doubt About Your Business
A simple process for spiritually-minded solopreneurs to try
Marketing Beyond The Lizard Brain
How to avoid using fear-based language in your copy.