Marketing is essential and the truth is, some of the things you try will work and some won’t. When you have a string of actions that don’t work it can lead to “marketing burnout”. One of the definitions of burnout is fatigue or frustration from devotion to a cause that failed to produce the expected reward. Signs of “marketing burnout” are similar to other types of burnout.
You might feel exhausted and start experiencing some work avoidance behaviors. You might feel disconnected from your passion and even wonder if you are on the right path. It can affect your mood, appetite and even relationships. It’s really uncomfortable to find yourself in this state.
As entrepreneurs, we often put a lot of pressure on ourselves to be successful. This can create a sense of urgency. A constant stream of thoughts that come from a place of urgency, gotta get this done today, what if it doesn’t work, I don't have enough time or resources dumps stress hormones into your body. These hormones, cortisol in particular, wreck havoc on your mind and body. And science tells us we have on average 50,000-70,000 thoughts a day, just imagine if a large percentage of those thoughts are triggering stress – holy buckets!
Before you get too alarmed, know that burnout is a normal response to ongoing stress and frustration and there are steps you can take to get back on solid ground and even prevent burnout in the future.
Strategy #1 – Relax
Meditation, mindfulness practices and massages are incredibly helpful but the real key is to learn to relax WHILE you are performing activities.
The stress response comes from an internal alarm that there is a threat of some sort. The alarm sets off a series of reactions that prepare the body to either fight or flee. All of this worked great when we were dealing with lions and tigers and bears but not so much when its in response to deadlines and expectations and internal pressure. A key player in the communication of stress is the vagus nerve. It runs from the roof of your mouth to the back of your head and branches into the thoracic cavity and down the spine to your pelvic region. The cool thing about this nerve is that it has two way communication.
Two ways to relax in the moment:
1. Use a timer set to frequent intervals. When the timer goes off, take a couple of minutes to relax your pelvic area (hips, sitting bones). When you relax/release/soften the core muscles in this area it sends the message up the vagus nerve that there is no threat and the brain can turn off the cortisol.
2. If you are looking at something or someone – even giving a talk on stage, take a moment to widen your peripheral vision and soften your focus. This too can stimulate a relaxation shift.
Strategy # 2 – Aerobic Exercise
You know this one I’m sure. You have heard it over and over that it’s important to get exercise. Exercise helps manage stress, it increases serotonin and gives you a way to work off the stress of a failed marketing campaign. No matter how busy you are – take time for aerobic activity at least 3 times a week.
Strategy #3 Self Compassion & Perspective
Getting mindful of the internal stories, beliefs and expectations that feed the stress machine is critical. I think one of the big internal stories related to marketing burnout is: because my marketing failed – I am a failure. On the heels of that one is: nothing I do will will work, my work isn’t good enough, I should just give it all up. Can you feel the pain and stress and anxiety in these stories?
The first step is to notice the stories. The second is to bring some compassion to them and begin to tease out the fusion between you and your marketing strategies. I know that you are not your marketing and it might take you awhile for you to embrace it too. Get some help from your coach around this if needed.
When it comes to marketing – well actually anything in life – it’s important to get clear about what you can control and what you can’t. Look at your marketing from that perspective and get some input on your expectations. I remember the first time someone I admired really spelled out the numbers in concrete terms (percent of an audience that will sign up for comp session, how many of those will show up and how many will convert) it was a huge aha. I had very unrealistic expectations – it gave me perspective. Get some perspective for yourself.
Strategy #4 Rest and Renewal
To begin to reconnect to your passion, your vision and your value it’s important to take a break and tend to your heart and your spirit. Your body desperately needs a break from the constant cortisol dump. Get plenty of rest, give yourself office hours and stick to them, take a vacation, get out in nature, nurture other interests and do things that 'fill the well'.
Remember – it's temporary!
When you recognize that you are experiencing marketing burnout – be gentle with yourself and create a plan to get back to the heart and soul of who you are. Remember – you are not your marketing. It’s a temporary state. When you are re-grounded, simply try something new and notice what worked and what didn’t. Marketing is after all a grand experiment.
I’ve got a great new Tele-Seminar offering coming up next week on
Research Basics or How to Create An Irresistible Product
With myself and a very talented guest expert, Judith Sult
Don’t you love that word Irresistible
Irresistible ‘impossible to resist, having an overpowering appeal’
In other words, a product that sells like hot cakes, a product
retailers want to stock and a product media mavens like Oprah
want to feature.
So what would it be like to create with irresistible in mind?
I believe that one of the best ways to create something irresistible is to know your market, your audience. When you know important things like; what your market wants, how they want it packaged and what they will pay for it, you’ve got a much better shot at hitting the mark.One of the best ways to get that information is through – you guessed it, market research.
I know many of you creative types hear the words market research and want to run screaming in the opposite direction – yikes – it’s too hard, it’s boring, it will stop the creative flow, it will interrupt momentum.
Try thinking of it this way – it’s all about doing the two-step with market research as your partner in a creative dance. Already sounds more fun doesn’t it? The truth is, the right information is invaluable and can increase your potential for success.
But where do you start? where do you find the right information? I had some of the same questions. thats why I went in search of a market research expert and created this tele-seminar,
I found her. Judith Sult from Here’s How Marketing has agreed to spill the beans on all the right ‘how to’s when it comes to market research and she promises to make it fun!
It is our intention to shift some of those old perspectives, blast away any lingering fears you have about research and invite your full creative and curious selves to try on this research hat. We will shed light on the little known fact that market research can be easy and fun! It can be an integral and exciting partner in the creative process.
We have a jam packed hour planned, filled with information and tools you can use immediately as you develop your own product ideas and plan your marketing strategies.
Join us for this info-packed 1 hour Tele-seminar- only $37.
Market Research Basics or How To Create An Irresistible Product
With Marcy Nelson-Garrison and Guest Expert Judith Sult
Wednesday February 7
1pm ET, noon CT, 11am MT, 10am PT
Don’t worry if you can’t make the scheduled time,
registered participants will get access to an MP3 recording of the call.
Sign Up Here
I really think this will be one of the best and most informative sessions in the Passion to Product series – For more information, read on
I rarely go for the plain old postage stamps. I like the process of choosing something unique. What cause or message do I want to champion, what colors am drawn to. I’m often disappointed with my choices so when I learned from an artist friend of mine that you can create your own stamps at stamps.com, I had to go check it out.
It’s true! You can add a photo of your choice to a 39 cent stamp. I could put the image posted here on a stamp. What a cool way to market just about anything; an idea or message, your art, your logo, a new product. You could use stamps to spread joy or shift the dominant paradigm or….
Go to www.stamps.com, click on the green tab that says photo stamps and experiment!
I’d love to hear about ideas you come up with.