If you’re a Projector running a business of any kind, then this article will likely be super helpful for you.

I know some readers of these posts watch or listen to all my YouTube videos as soon as they are released. If you’re one of those studious humans (thank you!), then you’ve probably already seen the video titled Human Design Projector Marketing Tips.

This post is a thoughtful, written version of that. So if you’re someone who strongly prefers listening instead of reading, go watch that video now (or save it to your Watch Later list so you don’t miss it!)

For those who asked for a written version… here it is. 

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Over the last 16 years in business, I have probably heard every single marketing tip available today. Some of them are good, some of them are bad, and some of them are downright ugly.

If you’re a kind human who cares about living an aligned life, becoming more and more conscious, while also doing helpful things to serve other humans, then you’re probably pretty good at spotting the bad and ugly tactics and dismissing them on sight.

But the tricky thing about the “good” ones (good being the ones that could potentially help people, that seem reasonable and ethical, and that you’ve seen work for other people) is that so many of them are not suited to us as Projectors.

This is not a victim rant. (Though if I’d tried to write this lesson out even 5 years ago, it probably would have been). There is a way that we as Projectors are designed to market our products and services, and that is perfect for us. It’s simple, elegant and delightful. But it’s not always easy.

However, once you get it, you get it, and there’s no looking back. 

Like so many things in Human Design, I now know how to do things by feel. My challenge, 12+ years on, is to find ways to break down what I now do almost entirely unconsciously, make it conscious and turn it into language again for those who choose to follow along.

And while this topic (Marketing for Projectors) probably needs to be an entire course at some point, let’s get you started (or further along the path) if you’re struggling and/or confused about how to market your business as a Projector.

Firstly, to make sure we’re on the same page, I’m defining marketing as this:

Communicating to your audience what you offer and how it can help them, with the goal of getting them to buy your product or service.

Communicating. That's what we're talking about here. And there’s a right way and a wrong way to communicate as a Projector.
 

Yes, there is individual nuance to each individual person. The 3/5 Self Projected Projector communicates differently than the 5/1 Mental Projector, and they both communicate differently than the 2/4 Emotional Projector - even though all these clients I’m thinking of only have two Centres Defined, are all English speakers and were all raised in Western Countries!

What they all have in common, with each other, you and me, is that as Projectors we are designed to wait to be invited…

• To speak

• To guide

• To lead

• To act in relationship to others

• To engage with new tasks (that involve others)

So the very first “DO” of Marketing as a Projector is to make sure someone invited you.

Did they ask you? Do they want you? Do they value or “recognise” what you have to offer?

If the answer is “yes”, then you can go ahead and share your thing. 

If the answer is “no”, then please don’t waste your precious time, energy and/or money sharing your thing. It will probably lead to naught.

And even if you do get some traction, you’ll attract the wrong people who want you to prove that your thing is good enough and/or you’ll have to put in a lot of energy for not much of a result. This is not sustainable and leads to burnout… and bitterness, because it’s far harder than it needs to be.

So, DO wait for invites to share.

Where do you share?

In online and offline spaces where you’ve been invited to speak/write/teach and spaces where you like creating even if no one is watching.

General rule/more nuance: You do need an invite if someone else is in charge of the group, space, community or club. You don’t need an invite if anyone is allowed to create content in that space.

Example 1 - (A): A friend of mine runs a conscious parenting group where she helps mothers work through their unhelpful beliefs and stories that are getting in the way of them parenting their kiddos. She recognises and values my work with Human Design and my particular way of communicating this knowledge. She sees the synergy between Tapping and HD and has previously invited me to teach a series of beginner classes within her group. It led to many wonderful other things, and we continue to collaborate to this day.

Her invite opened the door to allow me access to this group, and because it was aligned, it was easy and led to other things that have been supportive of my business and my life.

Example 1 - (B): Many years ago (pre-HD) I wanted to gain more coaching clients and thought I could give a talk at my local gym. I’d been training for an ultra-marathon (a very difficult 100km trail race near Sydney), and I’d done much of the training at this gym. I  was well-known by all the staff and some of the other gym members. I had been listening to marketing advice that said “go make it happen” and thought that doing something as significant as an event like this would be interesting for people and bring some kudos to what I was teaching.

I had only three people show up, all staff, all politely listening as I attempted to do a talk in the middle of their tiny gym. And it came to nothing. No clients. No other speaking opportunities. No enduring relationships as a result.

What happened here?

Why did it flop?

It flopped because I had no invitation.

I had an idea, and I tried to make it happen without recognition or invitation.

(This was just one example of this, but I actually have a mental list of stories such as this where I tried similar things over and over again, trying desperately to do what “successful marketers” were teaching me to do, thinking that I must be doing something wrong because I wasn't getting the results they were talking about. I didn't realise until much later that there was something wrong with this marketing strategy, for me!)

Takeaway: Does someone else control or own the online or offline space? If yes, you need an invite to market your business.

So, let’s look at when you don’t need an invite.

I said earlier that you don’t need an invite if anyone is allowed to create content in that space. Here’s an example:

I started a YouTube Channel without being asked to do so. Anyone can create on there, so it’s a tick in that respect for me as a Projector.

I create content on there because I like the platform (keyword!) and sometimes I find that the best way to explain a concept I want to teach is in video format. I’m doing it mostly because there are things I wish to express, and speaking them out loud is how I want to express them.

Because I like teaching and expressing my ideas out loud, and now that I feel comfortable enough to be reasonably authentic in front of the camera (and have been sharing there more frequently), I enjoy it even more. And I have received most of my clients over the last 5+ years from this platform.

Now, this is an important distinction: I don’t create videos “in order to” get clients. I create content because I have something I need to express, and receiving clients is a natural by-product of my authentic expression.

Now, let’s look at an example that probably wouldn’t work even if I tried. Pinterest is one platform that I’ve spent almost no time on, and I deleted my account years ago when I realised I don’t like that highly visual format. I shouldn’t try to create content on this platform because I don’t actually like using it, I don’t want an account, I don’t want to consume content on there, and I don’t want to figure out how it all works.

So even if an “I’m-on-my-way-to-making-a-billion-dollars-by-30 business expert” tells me that Pinterest (/insert latest social media platform here) is where I have to be if I’m serious about being a successful content-creator-coach-leader-entrepreneur, I’m going to say “thanks, but no thanks”. Because if I don’t like the space, there’s no point in spending my time there.

If you don’t like the space, there’s no point in spending your time there.

It’s your precious life for you to do with it what you will. And you will not create your best work or get even close to expressing God through you if you don’t feel really good in the places where you’re doing your thing or if you have to filter your unique genius through some medium that doesn’t naturally suit your design.

So, we’ve talked about invites and where to share. Now, let’s talk about some more DO’s for your marketing.

DO make sure you’re visible. 

Visible doesn’t mean you have to do Facebook Lives, Instagram Reels, YouTube videos, or dance on TikTok. But it does mean you need to be findable. 

Whether that’s through short-form content on X, long-form articles on Medium or beautifully manicured visual ideas on Pinterest, people have to be able to find you if they’re ever going to buy anything from you.

So, find your one or two favourite public spaces and pull people to your website and/or your email list, and then…

DO inform them about what you have to offer.

What’s your thing? How can it help them?

No need to badger them with daily emails (I’m sure I’m not the only one who has ended up on lists like this!)

No need to create content across all the social media platforms so that you “wipe out the competition”.

Simply explain, on a semi-regular basis, what you offer, who it will help and how people can buy it (including how much it will cost them).

Example from my business:

Currently, there are two main ways that people can learn from me: Self-Paced Online Courses that teach Human Design to beginners, and 1:1 Coaching Sessions via Zoom that focus either on HD, Tapping or both together.
 

The courses are good for those who are fairly new to Human Design and are motivated to learn about themselves and/or the system. They may want to use it as a way to sample my work before getting coaching or, if they have more time but not a lot of cash to invest, then this gives them a way to learn HD from the beginning in a structured way.

The coaching is good for those who have already worked out that they like me and my style of teaching (through taking one of these courses, reading these articles, watching my videos, and/or binging their way through my short-form content on Insta).

These people are also highly motivated to learn about themselves and usually want to become the most authentic and aligned they can be in this lifetime. They can afford the fee for a single session or several sessions, and are usually in North America, Australia or New Zealand due to the times I offer sessions.

The people who benefit the most are those who have more nuanced questions about how to live their design and apply what they've been learning to their own individual situations.

And these days more than 80% of the clients I serve are Projectors. This is deliberate; I can offer more nuanced guidance to Projectors than most HD teachers out there because I have experimented deeply with my own design over the last decade or more.

Prices for both the courses and coaching can be found easily by clicking through to the sales/booking pages for said offerings.

The courses are helpful because they can be consumed by anyone, anywhere in the world, with a small amount of cash and an internet connection.

The coaching is helpful because I’ve spent the last 14 years honing my skills as a space holder and at least 10 of those actively clearing out my own junk (i.e. healing my nervous system) so that I can be a kind and compassionate teacher and coach for those who come to me.

In both the on-demand and live ways people can interact with me, I always put a high priority on using simple language that is both clear and empowering.

That’s how my work helps people. And that is an example of how straightforward it can be to inform people of what you offer.
 

There does not need to be BELLS! or WHISTLES! or BONUSES!
 

Just tell them what you offer, how it will help (and ideally for whom) and how they can buy it (including an easy-to-find price). Communicate this in whatever way is authentic to you, but forget about convincing or trying to be something you’re not.

As a Projector, your work is deeply profound, and not everyone is supposed to work with you or engage with your material. The more YOU that you can be, the sooner the right people will find you and the people who aren’t right for you can leave and go find someone else (and not take up your time/space/energy).

The last thing that feels very important to mention here that I forgot to say in my dot-point video is that it's essential to release your attachment to the outcome. 

That is, as you market your business (i.e. communicate what you offer and who it will help, with the goal of selling your product or service), you need to be sharing without being attached to who will buy it, how many units of your 'thing' you'll sell or how fast you'll reach your desired revenue goals.

When we are attached to the outcome, we are literally still holding onto the very thing we need to let go of. All the details of who, when, where, how many products are sold, etc are not up to us. They are not in our control.

Yes, you're allowed to limit the amount of something that you provide (e.g. I can't coach 20 people in a week, so my calendar settings don't allow this to happen). But if it doesn't actually matter to you whether the people buying your products or services are from this country or that, are of this ethnic background or that, are of this gender or that, then let your humans pick you.

Share your work. Tell your story. Offer your thing. 

And then get back to creating whatever wants to be created through you next. Or go for a walk along the beach. Or tickle your little kids. Or call your aging parents. Or read a damn book.

But let go of the outcome, because that bit is not in your conscious control.

And if you don't know how to let go, well, we have a little thing called "Tapping" for that ;)

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Now, since this article seems to have run well over 2,000 words already, I think I best split this into two parts. So stay tuned for Part 2 in the coming weeks, where I'll share the all-important "DON'Ts" when it comes to marketing as a Projector.

And if you can't handle waiting that long, watch the video. I spoke to them briefly in there.

Caroline x

P.S. If you found this article helpful, please share it with a Projector you know!