There’s this natural urge to plan everything out, to map the perfect path to success. But that approach doesn’t always work, especially when your creative expression is more open-ended and tied to your identity.

The key is to pause and ask yourself, “WHO are you creating this FOR?”

This is a fundamental question because we are bombarded with marketing advice to focus on what our potential ideal client needs to hear.

There is a huge problem with it, though. For some product or service-based industries, this, of course, is a valid approach, but if you are someone who facilitates any kind of transformation: physical, mental, spiritual, or indeed entrepreneurial — in real life, it never starts with knowing who your ideal client is. Let alone what they need to hear.

WHAT DOESN’T WORK

All of this is pure guesswork. And yes, you will spend to try and figure it out because there will always be a business and marketing coach who suggests you do. Still, all that investment at the start is not factual data and does not guarantee success. Because, and I repeat — it is pure guesswork at that stage.

I also see the reflection of this in some Human Design chart elements. For example, the Incarnation Crosses pretty much show what one is here to learn to fulfil one’s purpose in life. It is not necessarily about the contribution to others, I mean the “other” is not the focal point! You are: YOUR lessons, YOUR role, YOUR contribution. The “other” becomes a secondary element.

Another bird’s-eye view area is circuitry — did you know that there are so many energies that are so self-centric that asking that person to “focus on the other” is like asking an alien for directions?

Even most profile lines are not created to look at the “other” or their needs. (Oh, I know this one waay too well, both of my profile lines are “turned inwards” — often it feels like I am living in some form of life-processing bubble.)

And, of course, the existential question for 80% of the world’s population is “Who am I?” (all Generator types) or “What impact am I here to make?” (Manifestors). This means their natural, and aligned, attention is not on the others but on their own experiences.

How can all these factors be ignored when we are asked to guess what goes through other people’s heads and emotions to try and figure out what to say to get them to want to work with us?

I am not even going to open Pandora’s box on what thought processes, emotional resonance, and decision-making factors go into the “work with us” phrase on top of it all.

Another perspective

So, I have a very different approach when it comes to content strategizing and creation.

Instead of trying to figure out what you need to hear, my darling reader, I am here to tell you what I see and what I have to say about it. A lot of it is what I see and experienced that does not work if blindly followed. (This also is me being true to my design.)

Because only when I talk about things that I actually have something to say about — whether because they inspire, motivate, puzzle, or trigger me — do I get activated enough to truly channel my truth. That is one thing that makes my content so magnetic to the right people.

Seriously, I do not need to figure out what my ideal clients need to hear. Of course, I need to know who I can guide the best so that I can say relevant things and focus on topics that concern their lives and businesses. This is what my expertise is about. But still, when I ask where they found me and what made them buy access to my programs, the answers occasionally completely surprise me, so I could never guess what they would need to hear.

A shocking secret about my Ideal Clients’ Decision To Invest

Often, they do not even know it themselves. Someone paid me several thousand euros for mentorship, and when I asked what inspired them to invest, they said I was wearing these interesting earrings, and they just knew there, and then, I was their person.

Of course, they did not invest because I had those earrings on. They saw the earrings while watching some piece of content I had created. What I was saying is what spoke to them, but it was the earrings that got stuck in their minds.

This is also an argument against relying fully on the feedback of clients for trying to say “ the right things” in your content.

People are complex, unpredictable creatures; we cannot predict what will be the final decision-making trigger, so we can only do what we CAN do. Be ourselves.

BE OURSELVES

Remember that the most important thing is creating every asset in you marketing for yourself, your satisfaction and self-recognition, first and foremost. It’s not about chasing external metrics or trying to engineer the “perfect” way to share your work with the world.

The real magic happens when you focus on the joy and fulfilment of the creative process itself. When you give yourself the freedom to create without pressure or expectations, authentic, meaningful things can emerge.

Stop hoarding your content

There is, of course, another issue with content when you create but never share it. And so nobody actually gets a chance to find you, to get to know how you see the world from your eyes (professional and personal). And forget about leaving a legacy, although we are evolving this topic a little from the initial “who are you creating for?” question.

But I have a point to make, so stay with me…

One of the biggest lessons in my life was realizing after my second husband Les passed away that although he was one of Ireland’s most talented music producers and educators, with so many of his students and Mentees doing so well in the world, there wasn’t really much left behind that I could gather as his legacy.

Because he wasn’t focused on his personal visibility.

Yet Les was constantly creating. He would spend hours and hours perfecting one complex sound. He would be “in the zone” for weeks producing a tune or between projects, keeping himself busy replicating some old classic or a brand-new chart hit so he could understand how to use anything good about it and, more importantly, how to implement this to create a really beautiful, big-sounding track…

Yes, rare projects that he created in his later years can be found online, like Amasis, the experimental student project that he mentored, which won the best newcomer award in the Meteor Ireland Music Awards 2010. You can even spot me in the crowd in the video where they are receiving this award on YouTube.

Unfortunately, even the award statue wasn’t kept by Les. All I have after he passed away is a low-resolution photograph of Les and me at the awards, holding it.

On his hard drive and through my searches online, I could find only about 12 tracks simply because I was not always paying attention to who he was working with. I thought I was married to a person who created a huge legacy, but when he died, I realized that all that legacy was in the memories of other people rather than a tangible creation that I could share with the world.

That taught me that with everything we create, we indeed should be creating for ourselves first, so we have the satisfaction and the delight of creating.

But then the act of sharing our creation is crucial, not just for client attraction, which is the bloodline of any business, but to ensure we leave that tangible legacy behind when we are gone, sometimes quite suddenly. So, it’s not just the memories of people who knew us that are enriched, but those who probably never got a chance to cross our paths while we were alive can also benefit from something that wanted to come out through our creations.

Let’s now go back to the heaviness of content strategizing, this time focusing on the part where you need to share what you are creating.

The fear of being visible

There’s so much pressure from society “not to stick out “ (unlike we are led to believe with tales of following our dreams).

A lot of us struggle with a diminished sense of worth, whether we deserve to be heard or that we CAN share our personal thoughts, reflections, and opinions, without the need for validating them by someone else. To share those reflections for the sake of sharing them for those who perhaps are looking exactly to hear what we have to say.

And that contributes to holding back, or how difficult it feels when we start getting all strategic about what to do is the stuff we create, who will need this, and will they even care?

In my humble opinion, none of this matters. From the Human Design perspective, each one of us is meant to bring something valuable into the world, and the vast majority of us, those who are born under the Right Angle Incarnation Cross, are here to experience and learn lessons that only have to do with us. Not others in our lives as I covered earlier.

So, by sharing our insights and reflections, we can inspire those who are here to also learn something about themselves, as well as those who are born to externalize, universalize and embody our discoveries (born under the Left Angle incarnation crosses).

Yes, philosophizing here are a little easier than doing it than allowing yourself to create for the sake of creation and allowing yourself to develop systems that feel good to share. But I think that is the secret. It’s about trying, testing, and finding what works for YOU. It’s about finding that balance between your inner creative urge and the wisdom to let it unfold organically without forcing it into some pre-determined mould.

That’s the path to doing work that’s truly fulfilling and sustainable.

There are, of course, the small but powerful details that are required: permission to do it your way. This is what I found through applying my Human Design — and it can help guide you, too.

Start below with your Marketing Blueprint By Design™ today.