In this column, coach Jody Eagen, relates how his entrepreneur clients have made themselves more effective. In this issue, the coach’s message is that our own belief system can prevent us from marketing our product and services.

The last time we met, Atheena, our aspiring entrepreneur had set client expectations that allowed her to focus on attracting clients she wants. We now turn to attracting these clients through marketing.

Our first thoughts are usually traditional marketing: brochures, advertising, cold calls. Yet these can take money that an entrepreneur may not have or time talking to people who are not interested in our services.

So I asked Atheena to look at her long-term vision. She saw her company as a key player in her industry and one that people came to for the latest and greatest. She imagined herself speaking on industry’s trends at events and on television. There was a high level of client referrals.

So why would this not be a part of her marketing now? Here were the reasons and excuses she used: No speaking experience. Why would people invite me on a TV program? Without a track record, my friends and family would not refer me and I do not want them to feel obligated or like they were doing sales for me.

Our attitudes and beliefs make up the filter we see life through which is called our Context Window or our context. We all like to be right about our context, even at the expense of results we want. When we let go of a piece of context and take on a new piece of context, this is called a Context Shift.

So Atheena determined other attitudes and beliefs that would work for her: I have a fresh look on the industry. I can draw on my experience from related industries. I have a lot of industry contacts who support me. Family can refer me to friends looking for services I provide and this not sales. My family and friends want me to succeed. All of these approaches are low cost and people receiving the information are interested.

In seeing these new pieces of context, Atheena was able to have a Context Shift and embraced new marketing opportunities. She found herself on TV programs, regularly gives speeches to groups in her industry and willing to let friends and family know what she was up to. All of this

at little financial cost to the business.

Her marketing efforts had a long term focus while keeping her message in front of her target market people. As business grew, Atheena used profits for traditional marketing. She also used the oldest form of payment we know of: barter. But first she had to have a context shift about giving away free services when revenues were low.

Where is your context holding you back from great marketing opportunies?