Marketing at the "Speed of Trust"

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I couldn’t, for the life of me, understand the marketing practices some people use these days.

Then it dawned on me as I was talking to my husband the other day: many of the folks operating online businesses have likely never operated business offline. They act as if they're marketing to clicks and algorithms instead of actual people.

Customers are living breathing humans with work commitments, screaming kids, annoying coworkers, fixed paydays, depression and anxiety they're trying to keep at bay. They’re also smart and not fooled by disingenuous scarcity tactics, false urgency and shouting.

To be clear, I’m not saying these marketing tactics don’t work. Sales psychology is real and effective.

But, as I told my last group coaching cohort of aspiring women entrepreneurs, the real question is: Do these tactics attract the kind of people you want to work with?

I don’t want people to feel rushed or pressured into making a decision. My people are smart women who make thoughtful choices, and they lead with both head and heart. They want to reminded, but not bugged. They want to be informed, but not bludgeoned. They want to be trusted to make the right decision for themselves and not coerced, only to regret it later. I want to attract more of those people and not just grow for the sake of it.

Trust me, I don’t always get it right. I’ve tried on different marketing advice, and quickly took them off when they didn’t fit.

I’m fully aware that my business growth may be slower, but I keep my eyes on my own paper. As adrienne maree brown (@adriennemareebrown) says in her book Emergent Strategy: I choose to “move at the speed of trust." (quoting Mervyn Marcado’s remix of Stephen Covey’s concept)

I believe that in all things—yes, even in business—we can operate from a generative place. We can call people into the best versions of themselves instead of playing to their insecurities. We can write marketing copy that helps people feel seen and heard instead of poking at their wounds.

Honesty. Clarity. Space. Time. Respect. Honor. Joy. Doing good work that helps people. That’s my kind of business.

If my perspective aligns with how you see the world and you’re craving support on your entrepreneurial journey, I just announced two new ways that we can jam:

  1. Early enrollment for the second cohort of my revamped Own Your Expertise Accelerator just opened. It starts in July, and it’s for all women who want the freedom and flexibility to work on their own terms.
  2. I’m now accepting new one-on-one coaching clients partnering with women who want tailored support for their next stage of professional or business growth.

Read more about both offerings at the links above. Looking forward to connecting with you.  To your success and owning it.

Originally published on Instagram. If you'd like to connect with me there, I'm @titilayo.


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Hi, I'm Titilayo Tinubu Ali, Creator of Own Your Expertise, an entrepreneurship and leadership development company that gives women the tools to lean out of unhealthy workplaces and lean into business ownership when they're ready. Learn more about our work.

Home.

Hanging out with my family at my childhood home makes me so happy. And not just because of all the people here who will happily play with my kids while I take selfies.

It's home.

Back in 2008, I provided research support for Erik Sten on a paper he wrote describing how Portland made a big dent in homelessness.

Under Erik's leadership as city commissioner, Portland reduced its homeless population by 70% from 2005-2008.

How did they do it? They started by listening to the homeless population and understanding the various factors that contributed to their circumstances.

As a result, Portland's Home Again program supported 1,560 chronically homeless individuals moving into permanent housing, coordinating services to provide drug rehab and job training on-site at their homes. New partnerships between churches, nonprofits, hospitals and jails formed to work together in the fight to end homelessness in Portland.

I'll never forget one of the first conversations I had with Erik when we were coming up with the outline for the paper. He asked me to think about what "home" meant to me. And then he asked me to imagine what life would be like without it. Of course, I cried.

Homelessness is not just the absence of a roof over your head. It's the absence of home.

Today, I'm grateful for home.

Download a copy of A Human Connection: How Portland Made a Huge Dent in Chronic Homelessness. A decade later, the fight continues in Portland, but there are some great ideas that you might consider borrowing if you want to make ending homelessness a priority in your community.

What's one word that describes home for you?

Originally published on Instagram. If you'd like to connect with me there, I'm @titilayo.


 
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Hi, I'm Titilayo Tinubu Ali, Creator of Own Your Expertise, an entrepreneurship and leadership development company that gives women the tools to lean out of unhealthy workplaces and lean into business ownership when they're ready. Learn more about our work.

 

Working for yourself isn't easy, but it doesn't have to be so complicated.

Last week, I was chatting with someone who was feeling a tad bit overwhelmed by her business to-do list. I asked permission to share a reframe that might help, and she welcomed it.

My advice was really a question for her to consider: Are you even sure the things on your to-do list are things you should be doing?

It turned out that she, like so many of us, had fallen into the sunken place of trying to do all the things the gurus and experts said she should do--courses and funnels and blogging and social media and fancy websites and, and, and.

We can be inspired by the way others have done business, but their successes don't mean that their way is the only way. And something may be the right tactic but just not the right time for where you are in the life cycle of your business.

If we aren't careful, we'll get to a place where we can't hear our own voices in the midst of all the noise.

I made something for her and for you. My new checklist distills the process of getting your first (or fiftieth) client down to six essential steps that you can shape around your particular preferences and goals.

Working for yourself isn't easy, but it doesn't have to be so complicated.

Enter your name and email below to join the Own Your Expertise newsletter and I'll send you a copy of the  checklist. I hope it helps you spring clean your to-do list.

Originally published on Instagram. If you'd like to connect with me there, I'm @titilayo.

 
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Hi, I'm Titilayo Tinubu Ali, Creator of Own Your Expertise, an entrepreneurship and leadership development company that gives women the tools to lean out of unhealthy workplaces and lean into business ownership when they're ready. Learn more about our work.

 

The Beyoncé of Things

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Last week something happened that proves a principle I'm constantly hammering home when I work with aspiring women entrepreneurs.

As you may know, in addition to teaching business skills, I have a consulting practice of my own advising companies on project rollouts and collaborating with thought leaders to write books, research studies, reports, case studies, etc.

So, I don’t just teach this, I live this.

I recently started the first of two projects for a client that will span the next 18 months.

This now means I’m booked out for the next year and a half.

And I don’t have a website for my consulting practice.

Or a business card.

Or a business name that I’m happy with.

And I don't market my consulting services on social media.

Every consulting client that I have gotten over the past 15 years has been through a referral from a former colleague or client.

Here’s how things have worked for me: I’ve shown up. I’ve done my work. People have presumably appreciated what I've brought to the table and have enjoyed working with me. Then the next time they or a friend are working on a project that could use my skills, they think of me.

That, my friends, is the big bold marketing strategy I have for my own consulting business.

Which brings me to a point I want to make about Beyoncé (I mean, isn't she always the point?).

#BeyChella wasn’t just a display of performance genius, it was the inevitable fruit of a woman and a team that have put in the work.

Let's talk about that part.

Aspiring entrepreneurs get more than enough advice on branding, websites, etc. that often leave them feeling like they're less than because they don't have a fancy storefront yet.

Are these things important? Yes, at a certain point (hint: not when you’re first starting). Are they essential? No. Because if you don’t have the substance to back all of that up, your on stage performance will fall short.

You're doing the work. You've developed mastery in your area of expertise. Keep pushing, showing up and serving, and then reinvest in your business with all of the fancy branding when you're ready. Or don't.

Here’s my mantra, and feel free to make it yours: Mastery first. Marketing second.

This isn’t about creating 15 minutes of business fame or just looking the part. It’s about building and launching a sustainable venture that can support you and speak for you for years to come.

Your work is your brand. Your reputation and relationships are your currency.

Your website? Your business cards? Your lead magnets? Those are all tools. And they’re meaningless without a solid foundation of you putting in the work.

So look at your work for a second today and think, how can I be the Beyoncé of things?

Then slay.


 
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Hi, I'm Titilayo Tinubu Ali, Creator of Own Your Expertise, an entrepreneurship and leadership development company that gives women the tools to lean out of unhealthy workplaces and lean into business ownership when they're ready. Learn more about our work.

 

It's OK to Want More

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This morning, a post from Kate Northrup landed in my inbox, and she was writing about how desire and gratitude are not mutually exclusive.

It reminded me of a common roadblock that I often see women come up against when they are considering stepping out on their own. They often wrestle with thoughts like, “So many people don’t have jobs, shouldn’t I just be grateful for what I have? Am I greedy to want more...more time? more money? more freedom? more flexibility? Isn’t this good enough?”

Truthfully, you are the only one who can answer these questions for yourself.

But I'm here to tell you that if you’re asking these questions, then your inner knowing is very likely calling you to something greater.

In a recent Facebook post, I talked about how it’s OK to want more. It’s OK to want less. You have permission to evolve.

But many of us worry about what this evolution might mean—for our bosses, our romantic partners, our families, our bank accounts, our friendships, established power dynamics, and, and, and.

All of these things are very real fears.

Change is always threatening.

If nothing else, it threatens the status quo and leaves you and everyone else trying to figure out where you and they fit into the new paradigm.

Change occurs when there’s a shift in your worldview and it almost always disrupts the views others have of you.

If you dare to want more and actually go after it, others may think you're not staying in your place. You may challenge others’ sense of dominance. You may rattle someone’s sense of security.

I’m not here to tell you that morphing into the next level of you will be easy. I’m here to say that in spite of the risks and real fears, it’s your only choice if you ever want to quiet that nagging voice inside of you that wants more.

The reality of our work world is that even in the best dream job scenario, women especially are forced to choose between nourishing themselves and growing their careers. And most of us are the kinds of women who don’t just show up at work—we crush it and do so making a fraction of the salary that our less qualified counterparts earn, and our health, relationships and well-being suffer because of it.

This is why I’m so passionate about helping you own your expertise.

It’s not just about work.

Owning your expertise is personal. Conquering self-doubt and getting comfortable with communicating your skills to clients has a spillover effect on your relationships, health and finances. Knowing your worth and unapologetically showing up starts with your career, and then it becomes your method of operation in more and more areas of your life.

Owning your expertise is political. It gives you the option of leaning out of a system that was not designed for you to thrive, opting out of career paradigms that are riddled with inequalities, and leaning into a career of your own making.

Owning your expertise is financial. The majority of full-time freelancers are women, and in most countries freelancers earn more the full-time workers. Women are more likely to be the primary caregivers in a family, and they are increasingly becoming primary breadwinners. When we work and earn on our own terms, we have the potential to make more which makes us able to do more for ourselves, our families and our communities.

Owning your expertise is powerful. Women who work for themselves are often better positioned to champion diversity, whereas doing so within existing organizational structures often carries a hidden penalty. A Harvard Business Review study found that for women of color especially, the emotional labor of championing diversity in the workplace can actually take a professional toll and has even been shown to carry a professional stigma. When you work for yourself, you have the option of subcontracting or hiring consultants and employees in a way that matches your commitments to equity and doesn’t undercut your potential for career progression.

Owning your expertise is inspirational. Visibly leveling up your career can be an act of service that calls out the greatness in others. As Marianne Williamson says, "When we shine we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others."

Owning your expertise is radical. Many of us face systems that have historically owned our expertise, both figuratively and literally. To take a stand and own your expertise against this historical backdrop and the ongoing constructs that perpetuate inequality is a radical act and an act of self-care. As the inimitable Audre Lorde famously said, “Caring for myself is not self-indulgence, it is self-preservation, and that is an act of political warfare.”

Getting to a place where you're comfortable, confident and competent enough to step out on your own is a journey.

I've been there, and I'm here to help you through it.


 
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Hi, I'm Titilayo Tinubu Ali, Creator of Own Your Expertise, an entrepreneurship and leadership development company that gives women the tools to lean out of unhealthy workplaces and lean into business ownership when they're ready. Learn more about our work.