Create Paths, Not Pitches If inbound marketing is about attracting rather than chasing, being useful before being persuasive, and allowing trust to develop over time, an obvious question eventually appears: "When do we sell something?" It is an important question. Because there is a peculiar mistake people sometimes make when they embrace value-first marketing. They become so determined not to be pushy that they become almost impossible to buy from. They write useful articles. They answer questions. They publish videos. They participate in communities. They give away resources. They become known as generous and knowledgeable people. But they never clearly tell anyone: "I can help you with this." Inbound marketing does not mean hiding your business. The objective is not to eliminate selling. It is to change the nature of the invitation. There Should Be a "Next Step". Imagine walking into a museum. You enjoy the exhibits and eventually decide you would like to learn more about one particular subject. So you look for another room. There is no sign. No map. No doorway. No information desk. You wander around for a while and eventually leave. That would be a strange way to operate a museum. Yet businesses do something similar all the time. Someone reads a useful article and reaches the end. Nothing. They watch a video. Nothing. They discover a helpful social media post. Nothing. They think: "I like the way this person explains things." But there is no obvious way to discover what else that person offers. The marketer was so concerned about appearing promotional that they forgot to provide a path. A Path Is Different From a Push Suppose you have just written an article about a problem your audience frequently encounters. At the end, you could say: "BOOK A CALL NOW! ONLY THREE SPOTS REMAIN!" That is certainly a call to action. Or you might say: "If this is something you are working through yourself, I have several other resources on the subject. You are welcome to explore them here." That is also a call to action.

Trust Is the Funnel Marketing loves funnels. They are wonderfully tidy. Lots of people enter at the top. Some become interested. A smaller number become leads. Those leads are nurtured. Eventually, a percentage emerge from the bottom as customers. Awareness. Interest. Consideration. Decision. Purchase. There is nothing particularly wrong with the model. It helps us visualize how people move from not knowing we exist to eventually doing business with us. There is only one small problem. People do not behave like funnels. The Customer Who Refuses to Follow the Diagram Imagine someone discovers one of your articles through a Google search. They read it. They leave. Three weeks later, someone shares one of your posts on Facebook. They recognize your name and read that too. Then they forget about you. Two months pass. They encounter you answering a question in an online community. Another month goes by. A friend mentions your name during a conversation. They visit your website. They read three articles but purchase nothing. Six weeks later, a problem becomes urgent. Now they contact you. Which part of the funnel were they in? Marketing software may attempt to answer that question. The customer probably could not. From their perspective, something much simpler happened. They gradually came to trust you. People Wander Real buying journeys are messy. People arrive. They leave. They return. They compare. They get distracted. They change their minds. They decide something is too expensive and reconsider three months later. They intend to buy something on Tuesday and completely forget about it by Wednesday. They download a guide and never open it. They watch a forty-minute video from beginning to end and never click the carefully designed call to action underneath it. Then, six months later, they send an email saying: "I have been following you for a while..." Anyone who has been in business for any length of time has probably received some version of that message. "For a while" is difficult to measure. But it matters. Something has been happening during that time.

Be Useful Before You Try to Be Persuasive There is an old marketing instinct that says you should give people just enough information to make them curious, but not enough to solve their problem. After all, if you tell them everything, why would they buy? It sounds reasonable. It is also based on a questionable assumption: that the value of your business depends upon keeping useful information away from people until they pay for it. Inbound marketing takes a very different approach. It asks: What can I give someone today that makes their life a little easier, their problem a little clearer, or their next decision a little better? Not because generosity magically guarantees a sale. It does not. But because usefulness is one of the strongest demonstrations of expertise available. You can tell people you know what you are doing. Or you can show them. Persuasion Usually Arrives Too Early Imagine meeting someone at a social gathering. You introduce yourself. They tell you what they do. Then, within ninety seconds, they begin explaining why you should hire them. They have not asked what you need. They do not know whether you have the problem they solve. They do not know whether you are looking for help. They may not even know whether you can afford what they sell. Yet the pitch has begun. Most of us instinctively pull away. Online marketing often does exactly the same thing. Someone reads a social media post and immediately encounters: "Book a call." They visit a website and instantly get: "BUY NOW!" They begin reading an article, and a pop-up covers the screen asking for an email address before they have had enough time to determine whether the website contains anything worth reading. The marketer is asking for something before establishing a reason for the visitor to give it. Inbound marketing changes the sequence. Value first. Invitation second. That is more than a tactic. It is a philosophy about relationships. Give Them the Good Stuff This is where business owners sometimes become nervous. "How much should I give away?" My answer is usually: Enough to actually help. If your free content never quite answers the question, people notice. If every article leads toward "I cannot tell you the rest unless you buy my program," people notice that too. If a ten-minute video contains eight minutes of promotion and two minutes of useful information, nobody is fooled.

Stop Chasing, Start Attracting For many small business owners, marketing feels like chasing people. Find more prospects. Get in front of more people. Send more messages. Post more often. Make more offers. Follow up more aggressively. Get more clicks. Get more leads. There is nothing inherently wrong with any of those activities. Sometimes you absolutely should go looking for business. But there is another way to think about marketing. And it may be particularly important if you are a coach, author, creator, consultant, mentor, solopreneur, or other knowledge-based professional. Your business is built around more than a product or service. People are also choosing your ideas, experience, perspective, creativity, and, ultimately, whether they trust you enough to take the next step with you. That is why this series is not really about becoming better at "marketing" in the conventional sense. It is about becoming easier to discover, easier to understand, and easier to trust. Over these five articles, we will explore an approach that does not begin with selling harder or shouting louder. It begins with something much more natural: being useful. That approach is called inbound marketing. Instead of continually asking: "How can I get more people to pay attention to me?" Try asking: "How can I become more useful to the people who are already looking for what I know?" That small change in thinking is at the heart of inbound marketing. From Interruption to Attraction Much of traditional marketing is based on interruption. You are watching television, and an advertisement interrupts the program. You are driving down the highway, and a billboard tries to catch your eye. You are scrolling through Facebook, and a sponsored post appears between photographs of grandchildren and somebody's lunch. The advertiser goes where the audience already is and attempts to interrupt whatever they are doing long enough to deliver a message. Inbound marketing reverses that relationship. Rather than pursuing someone's attention, you create something worth paying attention to. An article that answers a question. A video that demonstrates how to solve a problem. A checklist that makes a complicated task easier. A podcast conversation that provides a useful perspective. A thoughtful answer to someone's question in an online community. A book that helps someone understand a subject.

In this post, I asked what everyone was working on this week. Now I'd love to know how you got on 😁 @Maria Montserrat you were working on growing your Better Than Fine community. How has the week gone? @Allison Bonilla you were updating your student workbook and getting ready to return to Facebook. What progress did you make? @Kemi Adekunbi you wanted to get more eyes on your offer. What did you do this week? @Veronika Hübner you were getting your act together 😆 Did it happen? @Debra Banks you had a busy week of B2B collaboration sessions. How did they go? @Klara Szell you were creating your rebellious new marketing concept 😎 How is it coming along? @Ginger Hamilton you had dishes, yarn and a YouTube video to deal with before building your empire 🤣 What did you manage to get done? @Sean Reddaway MSc you were finishing the marketing strategy and videos for your Alpha Protocol coaching programme. Is it nearly ready to go? @Eleanor Beatrice you were getting more eyes on your offer, speaking with potential clients and keeping the work behind the scenes moving. What happened? @Kate Galli you were onboarding new yearly members, setting up your systems and working on your social media approach. What was your biggest win? @Danielle Mitchell you were inviting people into your community. Did any new members join you? @Jodi Hasbrouck you were sorting through all the ideas in your head and deciding what needed your attention first. Did you choose your focus? @Marleen Greenleaf you were organising your calendar and creating the event sign-up for your first entrepreneurial programme cohort. Is it ready?