Use small and slow solutions

When you think about marketing for your business, does your mind automatically go to all of the things you ‘should’ be doing?

When you think of creating a marketing plan, does your body immediately tighten at the thought of spending hours working on a highly detailed plan that, let’s face it, you’re never going to stick to?

Do you have a Facebook page, an Instagram profile, a Linked In company page, a blog, a Youtube account? Are you simply everywhere? And when someone follows you, you get all bashful because your last post was in January 2017? Have you dabbled in webinars, podcasts, Facebook live or Instagram stories, perhaps for a month or two before getting too busy and letting them fall away?

You know, there is another way.

You could simply pick one thing. Choose just one activity, preferably something you love to do then commit to doing it regularly for three months. After three months, you will probably be starting to feel pretty good at your one thing. It probably won’t feel so scary to add another thing. The trick is, not to drop the first thing. To integrate. One activity supporting the other.

One of the 12 principles of permaculture is to:

“…use small and slow solutions: small and slow systems are easier to maintain than big ones, making better use of local resources and producing more sustainable outcomes.”

And this principle just sums up for me what marketing needs to look like for small business.

Be the fractal you wish to see in the world

Fractal: any of various extremely irregular curves or shapes for which any suitably chosen part is similar in shape to a given or larger or smaller part when magnified or reduced to the same size. - Merriam Webster.

When you look at your organization, does your process or product or output reflect your own internal systems or processes?

A fractal is a self repeating pattern, a pattern that recurs whether you are viewing the object at the macro or microscopic level.

I had a realization some months ago that if I wanted my clients to believe in the systems and processes we created for them, those systems and processes needed to be reflected in my own business. Then I read adrienne maree brown’s book Emergent Strategy where talks about organizations as fractals.

And this is how the work truly began. I needed to practice what I preached and as a marketer, there was no where to hide.

To espouse the value of content, I needed to be creating my own content. To keep my clients accountable to their goals, I needed to set, revisit and take consistent action to achieve my own goals.

I’m not going to lie and say it’s been easy or that I saw overnight results. That’s simply not the kind of business I am building and it’s not the kind of business I help my clients to build.

See the connection? Fractals.

I’ve come to realize the value of slow, incremental, gentle change. I write a blog post every day. Not only because of SEO or to build a following or to generate leads, but because the creative process itself is so generative.

Because writing helps me organize my thoughts. Because daily practices help to ground me, to bring me clarity. I can then bring this clarity to the work I do with my clients.