EP2: How to build financial resilience in a heart-led business (Regenerative Unsticking Point with Julia)
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I recently had a 'Regenerative Unsticking Point' coaching session with Julia, who runs an equine-assisted learning business in the UK. Her story beautifully illustrates the challenges and breakthroughs that come with aligning your marketing approach to your core values and purpose.
Julia's business is deeply rooted in nature, seasonality, and the wisdom of horses. Yet, she found herself stuck trying to apply traditional corporate sales tactics to promote her unique offerings. The result? A constant feeling of being blocked, confused, and disconnected from her work.
This disconnect is a common experience for those of us venturing into regenerative careers. We often carry over mindsets and strategies from our corporate past, even when they no longer serve us or align with our new path.
Embracing Your Authentic Story
One of the most powerful revelations from our conversation was the importance of putting your authentic story at the center of your marketing efforts. Julia realized she had been leaving herself out of the equation, focusing solely on her clients' needs without recognizing the value of her own journey.
Your story is your superpower. It's what sets you apart and creates a genuine connection with your audience. By sharing your personal experiences, challenges, and triumphs, you invite others to see themselves in your journey and feel drawn to your work.
Julia alongside one of her horses, Georgie.
Practical Steps to Authenticity in Marketing
Share behind-the-scenes glimpses: Let your audience into your world. For Julia, this might mean recording messages with her horses, sharing stories from the fields.
Articulate your 'why': Clearly communicate the purpose behind your work. Julia's desire to create a legacy for her children through her business is a powerful motivator that others can relate to.
Be vulnerable: Don't be afraid to show your struggles and growth. Your authenticity will resonate more deeply than a polished facade.
Aligning Your Marketing with Your Values
Julia's experience highlights the importance of aligning your marketing approach with the core values of your business. For her, this meant moving away from a numbers-driven, high-volume strategy towards a more intentional, heart-centered approach.
Consider how you can infuse the essence of your work into your marketing:
If your business is rooted in nature, how can you bring elements of that into your content?
If you value deep, meaningful connections, how can your marketing foster those?
If your work follows natural rhythms or seasons, how can your marketing strategy reflect that?
Overcoming Worthiness Blocks
A significant hurdle for many of us in promoting our regenerative businesses, or putting ourselves forward for regenerative work, is the question of worthiness. Julia expressed doubts about whether she was "worthy" to put her messages out into the world.
This is a common struggle, especially when our work is deeply personal. Remember, your experiences, skills, and unique perspective are valuable. By sharing them, you're not being boastful - you're offering others the opportunity to benefit from your journey.
Reframe your mindset: Instead of asking "Am I worthy to share this?", ask "How can my story and expertise serve others?"
Harnessing the Wisdom of Your Work
Julia's breakthrough came when she realized she needed to apply the principles of her work to her own business challenges. Just as she guides others to learn from horses, she recognized the need to listen to what her equine partners might be trying to communicate about her own journey.
This is a powerful lesson for all of us in regenerative careers. The very wisdom and practices we offer to others can often be the key to our own growth and success.
Take a moment to reflect:
What core principles guide your work with clients or customers?
How can you apply these principles to your own business challenges?
What wisdom from your field have you perhaps overlooked in your own practice?
By aligning your marketing approach with the heart of your work, you create a more authentic, effective, and fulfilling way to share your gifts with the world. It's not about fitting into a predetermined mold, but about creating a unique path that honors your values, your story, and the transformative power of your work.
Remember, your journey is not just about building a successful business - it's about creating a legacy, touching lives, and contributing to a more regenerative world. Embrace your story, trust in your worth, and let the wisdom of your work guide you forward.
If you’re feeling stuck in your regenerative career, book a free on-air coaching session with me.
