This week, we closed the final chapter of our 3-part Makers & Movers series with a thoughtful, energizing session at Sama-sama Cafe. The topic? Marketing strategies that actually work—and feel good to do.
We began with a simple but powerful question: What does marketing mean to you?
Around the table were entrepreneurs from various industries:
- A baker who creates irresistible pandan chiffon and old school butter cakes
- A music school owner and her business partner
- A children’s coach
- A unit trust consultant
- A health and wellness consultant
Though their businesses were different, one shared sentiment echoed in the room:
They didn’t like the marketing they thought they were “supposed” to do.
Showing up on video made them uncomfortable. They didn’t enjoy being pushy or aggressive. They disliked the idea of forcing themselves to fit into a digital mould that didn’t reflect who they were.
But here’s the thing: they also knew that visibility mattered. That online presence plays a crucial role in growing a business today.
So we explored new ways to look at marketing—ways that felt more human, more values-based, and more sustainable.
Powerful Insights From Collective Thoughts
Throughout the guided discussion, we uncovered a few powerful insights:
Curiosity leads to connection.
I shared how asking indirect questions often sparks curiosity about my products—making people want to know more, without feeling sold to. Indirect questions lift the psychological burden from the person being asked and help the person feel that she could be a resource too. Asking an indirect question could be as simple as: “Please share this with a friend who [describe the criteria]”. In my case, when I ask friends to help me share my entrepreneur game workshops, I always mention “Please share this with a friend who is a trainer, coach or consultant”.
There must be a need before there’s a sale.
We reminded each other that no matter how good your pitch is, nothing happens unless the prospect has a real, felt need. This is where I encourage clients to just have a no-agenda conversation with their prospects. When you go into a meeting or a call without any expectations, your prospect feels it. And the conversation becomes easier and you are less pressured to ‘close the sale’. Your role isn’t to close the sale at this point. It’s to uncover if your prospect’s needs can be met by your product.
The sale doesn’t end at the transaction.
Following up after the sale builds loyalty. This simple act can turn a one-time buyer into a long-term customer. This is important as the buyer is now your source of referrals. Too many business owners focus on the next customer or the next sale and forget about the people who have bought from them.
Going Beyond Digital
Everyone had frustrations marketing themselves on social media so we challenged the group to think beyond social media.
Not all marketing needs to be digital.
In fact, what we were doing—sitting together, learning, sharing, connecting—was marketing.
Offline, small group events like Makers & Movers build trust and credibility, often in a deeper way than a Facebook post ever could. In the past when Nic and I created Marketing Mojo Meetups at China House Cafe, we were bringing people together in a paid event but it was marketing too. We were marketing ourselves as credible business owners who taught marketing and brought quality entrepreneurs together.
And the best part? When you create offline events, you have more content to post on your social media!
When it comes to marketing, it’s not one or the other. We need to embrace both worlds:
🔹 Digital for reach
🔹 Offline for relationship-building (this is where the true gold is)
The Essentials of Sustainable Marketing
Here are some of the key lessons that surfaced during our session:
- Marketing must align with your values. If it doesn’t feel like “you,” you won’t keep doing it. So find something that you can work with. If it is face-less videos, so be it. If it is writing on LinkedIn, do more of it. If it is visual posts on Instagram, do more of it. Don’t do something that you feel pressured or awkward about.
- You need to take bold steps. Yet when it is needed and aligns with your personality and values, start experimenting with new ideas, even if they feel a little uncomfortable at first.
- Be intentional with your platforms. Choose where to show up based on where your audience spends time. Which platforms could you manage right now?
- Use Facebook ads for awareness, not conversions. A great tip shared was to target “friends of friends”—this builds warmth and familiarity with your brand.
- Every business owner needs a database. And it doesn’t have to be fancy. A simple Google Form to capture emails and contacts is a great start. Of course, a mailing list is best. You need a database of fans and prospects.
One point I emphasized:
“You can’t be doing marketing without having a database of interested prospects.”
Whether you’re a coach, a baker, a consultant, or a creative—start building your list.
It’s About Shared Opportunities
We also heard a beautiful mantra from Li Li, who runs the SITI Network. Her philosophy?
Shared opportunities.
She shares her revenue with retirees who teach skills under her network. That, too, is marketing—values-driven and impactful.
And I shared mine: Marketing is about relationships.
Ask yourself: How can I create more opportunities to connect the people I want to know with the people I already know?
In business, everything begins with trust. And trust begins when we make friends—with no expectations.
This mindset shift helped many in the room breathe a little easier. Marketing doesn’t have to feel fake, forceful, or performative. It can be warm, generous, and genuine.
What’s Next?
Our Makers & Movers 3-part series may have come to an end, but the energy, conversations, and relationships it sparked are just beginning.
We’re planning a special celebration and wrap-up event soon to bring everyone back together—this time to reflect, connect, and toast to what we’ve built as a community.
Thank you to everyone who joined us, shared openly, and supported each other over the past few months. You’ve made Makers & Movers more than a program—you’ve made it a movement. Stay tuned for the next chapter.
Check out the previous sessions of this Makers and Movers series which is a 3-part series. It is a community education project between Redbox Studio and SITI Network.