To empower coaches, healers, and creators [who fall more on the introverted, energetically sensitive, and creative side of the spectrum] with the ability to build sustainable marketing ecosystems.
To teach marketing minimalism and eradicate bro marketing. To make marketing ethical, human and relationship-focused.
To encourage people to create more art, less content, more stories, fewer strategies. To help build brands that have a positive impact on people and the planet.
how building ethical marketing Ecosystems saved my business.
To me, ethical marketing means..
- Giving people all the important information needed to make a safe, realistic, logical decision that is best for them.
- When writing copy – empowering them and always giving them an exit strategy (ie: avoiding “this is your ticket out” language)
- Personally guiding them through the 4 key shifts so they know if it’s right for them and feel comfortable either moving forward or saying no (Self-belief, Trust, Authority, Relevancy).
- Being honest and transparent.
- Not using any manipulation.
- Understanding them and their needs.
- Listening and staying curious. Showing compassion and empathy.
- Setting clear boundaries so I don’t take on no-fit clients.
- Being confident in my ability to stand by my promise. Making a clear promise.
- Pricing fairly and never making up numbers.
- Creating with my values and vision in mind.
- Treating people as people, not numbers or dollars.
- Building real human relationships first.
I think Seth Godin encapsulates a lot in one of his articles.
* Enter Seth…
Some folks think of marketing as something that is done to people. A hustle, a hype, a stealing of attention.
We need a name for that, but I don’t think that’s marketing.
On the other hand, calling dinner, “cold dead fish on rice,” while accurate, doesn’t really help people enjoy their sushi.
Human beings aren’t information processing machines. We’re not hyper-rational or predictable. Instead, we find joy and possibility in stories, in connection and yes, in tension and status roles as well.
When you care enough to see your audience with empathy, you’ll realize that they’re not happier if you simply recite a list of facts. Almost everything we engage with is a placebo at some level, and bringing a human-friendly story to the interaction is a way to serve people.
We need to not only have the ability to imagine what others see, we have to have the guts to go where they are and talk with them on their terms.
This means that we’re willing to be wrong on our way to being useful. We need to make assertions and show up with consistency, making promises and keeping them. Promises not just about the atomic weight of nitrogen, but about experiences and expectations that are sometimes hard to pin down.
Don’t make something that you would buy.
Make something that they would buy.
* Thanks Seth.