Let the Flowers Sell Themselves: The Best Marketing Advice I Ever Received
Forget high-pressure, big-ticket marketing gurus who promise overnight success and fail to deliver! Here's the best sales advice I ever received.
Read MoreTarot Grandmaster
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Forget high-pressure, big-ticket marketing gurus who promise overnight success and fail to deliver! Here's the best sales advice I ever received.
Read MoreThere are some talented professional tarot readers who use slogans to set themselves apart from the fortune-tellers of yesteryear, slogans like “not your grandmother’s tarot reader,” or “not your mother’s tarot reader.” These readers are gamely rising to the challenge of presenting tarot readings to a new generation; a generation raised on anime and video games where fantastic things happen on a screen and not so much in real life.
These readers are working to draw a line in the sand between fortune-telling and proactively manifesting a positive future, between readings that scare and readings that empower.
I’m a modern reader, too. I believe in proactivity as much as I believe in predictions. I believe in hard work much more than I believe in curses. But after more than twenty years in business, the fact is this.
I am your grandmother’s tarot reader. I also read for your mother. I predicted your birth before your mother had even met your father. And now I am reading for you at your Sweet Sixteen party.
Being a part of many families’ traditions and a guest in their homes was one of the things I loved about being a respected local psychic. It was something I worried I would lose as my business became more global.
What has really happened is I am truly available to every family member when they need me. I read for your kids when they are in crisis at college. I read for your parents back home. Where ever in the world you are, we can have a reading at your convenience.
Reading for many generations in a family is enlightening and valuable. I can see the traits, both helpful and hurtful, that are inherited. I can facilitate communication between the generations. I can normalize something about the younger generation that the older generation just doesn’t understand.
When there is a loss in your family I grieve with you, but I can also help you stay in touch with your loved ones in Spirit.
I know the names of your dogs. I remember when you graduated college. I predicted the date of your birth.
I am your family’s tarot reader. I guess that makes me a bit older than I was when I started out. I’ve seen many changes in societal trends over the years. I’ve also seen what happens to older tarot readers who don’t keep current. I think these are some of the people younger readers try to distinguish themselves from when they claim to not be your grandmother’s reader.
Older readers are often entrenched in a less fluid reading style than are younger readers. Older readers often see the card interpretations as cast in stone rather than changed by context or intuition. Older readers may be somewhat dogmatic in terms of belief systems and tarot traditions. Older readers may not take the time to see how the world has changed and may not feel relatable to younger clients.
That’s probably why “not your grandmother’s tarot reader” is a thinkable slogan for younger readers. There is an inherent quality of ageism in this marketing message that makes me cringe a little. I hope most people appreciate the wisdom that experience brings. That I read for your grandmother makes me more capable to read for you, not less.
Some older readers are disconnected from modern reality, and some younger readers are unseasoned. I remember how hard I had to work, prior to having some wrinkles and graying hair, to gain the confidence of my clientele.
There is value to a youthful perspective. There is value to the wisdom that comes from age. A person who knows your family has a wise perspective for you, just as a person who is a complete stranger might have a helpful fresh perspective.
Basically, neither youth nor age really matter in the world of professional tarot. Both have their advantages and drawbacks. What matters is skill, talent and perspective. None of these are age-related.
I wonder what the “not your grandmother’s readers” plan to do when they, themselves, are grandmothers. Rebranding and new slogans are sure to become priorities for them.
I am proud to be a multi-generational reader. I’m proud to read for your grandmother. I’m proud to read for your mother. And I’m proud to read for you. I’m here for the duration, so perhaps I’ll get a chance to read for your kids, too!
So often in my readings I find I am speaking with talented entrepreneurs and would-be entrepreneurs. Many times the reading focuses on what they need to do to create and build their business. Many times these talented people are artists or healers; often, people who are very much like me.
I find a similarity in what comes up in the cards for many of these people. They are talented, trained and motivated. They are great at what they do. But they are afraid to market their business.
Truly, if we had wanted to become professional marketers, we would have majored in marketing and would now be working in a marketing firm. But the truth is this. Every entrepreneur must be great at marketing; there is no choice.
What are the problems people tend to have with marketing?
Often, they don't want to sound like they are tooting their own horn, or coming from a place of ego. Sometimes they are afraid that they just aren't good enough.
The similarity in these people's stories, and the cards that tend to show up in their reading, is mind-blowing.
One of the cards that comes up often is Judgment, Major Arcana 20. In the traditional Judgment image, we see an angel blowing a horn. For the shy marketer, this is the wake up call to get the word out! Go ahead and blow your horn!
Other cards I often see are the World and the Wheel of Fortune. In the Waite images, these two cards share a set of four characters in their four corners. These four characters are representative of Matthew, Mark, Luke and John, the writes of the Gospel who are known as the "four evangelists."
Of course the World, Major Arcana 21, and the Wheel of Fortune, Major Arcana 10, have different interpretations and different applications when it comes to business.
I see the World as saying "tell the world and take over the world," or "the world is yours!" I see the Wheel of Fortune as saying "You'll never know unless you try. Give it a go and see what happens! Now is the time to create your own fortune!"
In either case I take note of those evangelists. In the Wheel of Fortune image they are busily writing in their respective corners. In them, I see two strong pieces of advice for business people.
The first is the need for quality written material. You need a strong website, a good brochure, a relevant blog. The second is to be an evangelist for your own business.
As annoying as they can sometimes be, evangelical Christians have a lesson to teach us. When they arrive at our doorstep to witness, they are not there because they believe in their own greatness. They are there because they believe in the greatness of their message. They may be shy. They may be afraid. They may have other things they would rather be doing. But they feel a mission to share their message because they believe in their message. It's not about them, as people. It's about the message.
When we own a one-person business, it is easy to confuse the business with the self. No one wants to go around bragging about themselves. But that's not what solopreneurs need to do. If it feels like bragging, or comes off as bragging, we are doing it wrong.
The lesson of the evangelists is this. Develop the message of your business, and recognize its greatness. When you communicate that lesson, you are doing a favor for the people who receive it. You are offering them the opportunity to avail themselves of your skills - the skills you graciously make available to them. You are not bragging on yourself, you are sharing an important message, and offering a helpful opportunity.
No matter how shy you are, or how much you hate marketing, you probably really do believe in your skills and the product or service you offer. Share that belief with others. Don't make it personal. Don't make it be about you. Make it be about the business, and what you can do for others. Be an evangelist about the good news of your business!