Marketing Is Dirty

TL;DR:

Marketing can feel like a dirty word, but it doesn’t have to be if you keep it real.
Craft the story you are sharing with others.
Set your marketing timeline goals and evaluate them at the end of each bi-weekly period.

The term marketing always felt like such a dirty word. I don’t care about tricking people. I don’t care about manipulating people. And I don’t care about business acronyms of influence. Marketing feels grimy.

I just want to support people.

I want to help educators. I want to positively influence their impact on students. I want to ensure we all develop into our best selves to best support this incredible profession crafting the future leaders of our communities.

How do we make sharing a message move from “slimy and salesy” to “genuine and impactful?”

Step 1: It’s Not an Act. It’s YOU!

It sounds simple, but you will not come across as disingenuous if you are truly being genuine. You are already passionate about whatever you are sharing with others. And whether it’s a free PDF download or a book in Barnes & Noble, if your intention is to support others above all, then that is where the root of your messaging should come from.

It is when we begin to put money or status above our impact goals that the message begins to change and your audience begins to feel “sold to.” Speak from the core of your “why,” not what you feel you’re “supposed” to say to your audience to sell a product. That misconception must be the first to go.

Teachers Deserve It Example: I genuinely want to empower teachers to be a part of the solution toward getting everything they feel they deserve.

Step 2: Craft Your Story.

What story are you trying to share with others? Remember, anything worth downloading, purchasing, or subscribing to has a purpose. So, what is yours? The purpose of your goals in your product should lead your story. Utilizing key story elements we all learned in Middle School ELA, consider the impact of what you are trying to achieve with your work. Then, re-write your message in a few different ways. You may say the same thing 3 times before the right person fully understands enough to agree with you. How can you creatively shape your story?

Teachers Deserve It Example: It’s time to take a stand for what teachers deserve.

Every day, educators across the country give students their very best. Yet all too often, the passion teachers put into their work—and the “why” that led them to it in the first place—goes unrecognized. Too many teachers feel overwhelmed, stressed out, underpaid, and unheard.

That needs to change.

Teachers deserve respect. Teachers deserve time. Teachers deserve better.

Whether you’re an educator, an ally, or an advocate, if you’re ready to ignite change in your community, consider this your invitation to be a spark.

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Step 3: Set Your Timeline.

Marketing can seem tough when you are starting right off the bat with strategy at the forefront of your goals. Give yourself permission to start small and slow! The trick to any great marketing game is CONSISTENCY. Whatever that means to you. So, whether it’s once a week or once a day, set your marketing timeline goals and evaluate them at the end of each bi-weekly period. You can always “add” to your plan as you build up your confidence and work out the kinks.

Your Ultimate “Why”

In the end, remember your ultimate why. What support do you want to offer people and how are you going to make your impact? We’re supporting the future leaders of our communities, so let’s help others in the profession so they can positively and effectively influence their impact on students.

About Rae Hughart

Rae Hughart is the Chief Experience Officer and co-owner of the Teach Better Team, Educator, and author of Teachers Deserve It (20) and Teach Better (19) books available on Amazon or Barnes & Noble. In 2017, Rae was honored with the Illinois State University Outstanding Young Alumni Award – inducting her into the University Hall of Fame. In 2018, Rae was honored again by winning 1st place in the Henry Ford Innovator Award for her work within educators communities to build unity between local businesses and schools. And in 2021, Rae was selected to give her first TEDx Talk called “Better Than Youtube,” emphasizing the true value of educators. You can learn more about Rae or book her for Professional Development opportunities within the Teach Better Speakers Network.