Today I have the great pleasure of being the host on Day 18 of the Virtual Blog Tour of author Lynn Serafinn whose book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell launched on Amazon Tuesday December 13, 2011.
Lynn Serafinn, MAED, CPCC is a certified, award-winning coach and teacher, marketer, social media expert, radio host, speaker and bestselling author. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. In her work as a promotional manager she has produced a long list of bestselling mind-body-spirit authors. Passionate about re-establishing our connection with the Earth, she supports the work of the Transition Town Network in her hometown of Bedford, England.
Yesterday, Lynn visited Glenn M Smith at http://sensitiveselfhelp.com/interview-with-lynn-serafinn-author-of-the-7-graces-of-marketing , where he shared his recent interview with Lynn about our relationships with source, 3 furies and vision in marketing.
Today, I’d like to share with you a recent interview I had with Lynn when I got to ask her some questions around the idea of how we can have a “relationship” with marketing? I hope you enjoy it.
Paula Tarrant: Lynn, in your book, you outline 7 Key Relationships that impact marketing and life. One of those is our relationship with marketing itself. What does that mean: to have a relationship with marketing? And how can we best be in relationship with marketing?
Lynn Serafinn: Ooh, I love this question, Paula. The truth is, we have a relationship with everything in life, including marketing. Our response to marketing, whether as a consumer or a business owner, will vary according to the nature of that relationship. And just like our interpersonal relationships, our relationship with marketing can be positive or negative: functional or dysfunctional.
Just like human relationships, there are a number of different kinds of “dysfunctional” relationships we can have with marketing: passive, aggressive or resistant. I discuss these in great detail in the book, describing not only their symptoms, but also the effects that arise from them.
For example, if a consumer has a “passive” relationship with marketing, they are allowing marketing to enter into their unconscious mind without thought or resistance, causing us to internalise many beliefs and values which may or may not be our own, and which may or may not be true. The result of this is that we become unconscious consumers, spending according to patterns that have been programmed into us.
As business owners, we also can have a passive, aggressive or resistant relationship with marketing. An example of a “resistant” relationship is when we avoid doing it, because for some reason it doesn’t feel right or natural to us. What we don’t realise is that the “it” that doesn’t feel right is the old-school models of marketing, but because we are in a resistant relationship with marketing, we don’t bother to take a deeper look to see the cause of our discomfort. The end result is often that we will compromise the success of our business.
The only “functional” relationship we can have with marketing (or with anything/anyone) is co-creative, wherein we consciously work with marketing to create something that is in alignment with our beliefs and values, and can also bring the desired effect of sending our message out to the right people. There’s a lot more I can say about this, but I’d end up writing the whole chapter of the book if I go on, so I invite your readers to follow up on this idea in the chapter called “Our Relationship with Marketing” in the book.
Paula Tarrant: There’s been a lot of attention in the last few years about marketing consciously and/or authentically. Many call this new model collaborative marketing. But in your book, collaboration is only one of the seven graces of marketing. What distinguishes “The 7 Graces Marketing” model from these other models of marketing?
Lynn Serafinn: Well, as you say “Collaboration” is only one of the 7 Graces, the others being: Connection, Inspiration, Invitation, Directness, Transparency and Abundance. That alone makes the model different, because for many marketers, collaboration just sort of means, “You scratch my back, I’ll scratch yours.” And while reciprocity is an aspect of collaboration, it cannot be the focus or purpose of it. When we have that attitude, it means we are all giving only to gain.
True Collaboration is founded upon 1) the deep belief that we are always greater than the sum of our parts and 2) that Collaboration is actually our natural state of being. If you examine Nature, you will see that all of life is the result of Collaboration: an eco-system, a permaculture. The success of all life is contingent upon a nurturing flow of energy between all parts of the system. Trees breathe out oxygen, and we breathe it in. We are collaborating to create the fabric of life.
Business is no different. Most of us have been raised on the belief that Competition (one of the “7 Deadly Sins” of marketing in the book) is necessary to ensure free trade and strong businesses, but on a long-term, holistic level, Competition is actually antithetical to any kind of sustainable economy. Our businesses are all threads in the fabric of our society, and ultimately in the fabric of life on Earth. Hence, for businesses to provide any kind of useful service to society, they must be based upon Collaboration. If we do not operate our businesses (and our marketing) with this understanding, all of our decisions and communications will foster Disconnection and Competition—resulting in Scarcity and so many of the other “Deadly Sins” I talk about in the book.
Paula Tarrant: Our readers are independent minded creative women who want to profit in creative ways. If you could give them just three things they could do right now to begin to put 7 Graces Marketing into practice, what would they be?
Lynn Serafinn: Well, first of all, I would say get the book, and read it! Then, as you begin to understand the paradigms in the book, you can start to put them into practice with these 3 steps:
1. Reflect: Reflect first and foremost upon your relationship with Self and Source. Start to see where you feel most connected or disconnected, and see how that connection/disconnection is being reflected in the other “7 Key Relationships” in your life (your relationships with others, your business, your audience, money and marketing). Start to envision how greater Connection with Self and Source can impact your business and marketing practice.
2. Observe: Start to observe the presence of the “7 Deadly Sins” in marketing and media. Observe how they impact you: your mood, your self-belief, your anxieties, your spending habits. Observe how your emotions and behaviour changes as a result of this simple awareness.
3. Make One Small Change: Get to know the “7 Graces” and choose one that really resonates with you. Then ask yourself “What one small thing can I do to bring more of this Grace into my business practice and marketing?” What I have noticed is that as soon as you become mindful of one of the Graces, and start bringing it into your practice, the other Graces seem to appear as if by magic. At first it might seem like a very subtle shift, but it has a profound effect not only upon your business, but also upon those who come in touch with you. “Grace” is very contagious. We can start to change the world with really so little effort. And it all begins with Grace #1: Connection.
Really, I could go on and on, Paula, but I will end on that note. I hope your readers gained something useful from this interview, and I also hope they’ll take it further by getting the book and using it as springboard for change. I would love to see reading groups/book clubs form around this book, comprised of both business owners and consumers, so the world of business can begin to come back into balance. Thanks for giving me the opportunity to speak about this today.
I hope you enjoyed this interview with Lynn Serafinn and that you’ll check out her book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell at http://the7gracesofmarketing.com/book-launch/pages/launch.html
When you purchase the book this week, you will also receive 7 free MP3s (over 10 hours of audio) from The 7 Graces of Marketing Telesummit, a dynamic online event with 24 bestselling authors and world-renowned speakers and media experts, including Dr. Joe Vitale (from The Secret) and Dr. Eric Pearl (author of The Reconnection) on society, business and marketing who came together to discuss how we can bring ethics and values back into our business and marketing practices, and restore balance to our health, our economy and our natural environment.
When you buy Lynn’s book this week, you can ALSO receive a complete library of beautiful personal development gifts from authors, speakers, coaches and other enlightened professionals from around the globe including one from me:
Transformation Made Easy™ Success Kit
To claim your FREE pass to the 7 Graces of Marketing Telesummit
and read about the free gifts, go to:
Thanks for reading! As usual, please feel free to share your comments and thoughts below. I love reading your feedback.
AND… be sure to follow Lynn tomorrow when the next stop on the Virtual Blog Tour is Gill Potter, who will be sharing her recent interview with Lynn, where Lynn answers the question, “Why do we need a new paradigm for marketing NOW?” To visit that “stop” on the tour, go to http://yoursacredpurposeblog.com/?p=2437