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Guest Post: What are the 7 Graces of Marketing and Life?

By: Tad | Published: December 12, 2011 · 1 Comment

What are the 7 Graces of Marketing and Life?

My friend and colleague, Lynn Serafinn, has just published her new book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell.

(You can check it out here – but it on December 13th and get yourself some cool free things)

The ideas she presents in this 400+ page book are a call to action, not only to business owners and marketers, but to everyone one of us as a consumer.

Reading Lynn Serafinn’s list of the marketing graces (below) is a liberating experience.

It reminds us that marketing can be either a thing of beauty or a source of our collective discontent. It reminds us that the choice is not `Do I market or do I keep my integrity?’ but rather, `How can I make my marketing more gracious and graceful every day? How can my own marketing be a part of the healing of the world?’

Lynn paints it out so clearly–for each virtue, there is a toxic mimic (twice the calories and none of the nutrition)…Marketing shouldn’t feel like we’re holding our breath just waiting to be discovered as frauds. It should feel like easy breathing. Lynn’s astounding contrast of virtues and vices is such an excellent guide. I can’t wait to dive deeper into it.

* * *

Lynn’s sneak peek into the 7 Graces paradigm

Grace #1: Connection

This is the “antidote” to the “Deadly Sin of Disconnection”. Connection is at the foundation of everything in life—Connection to Self, Source, others, our businesses, and our audience—determine how effectively and authentically we communicate and conduct our lives.

When business owners are disconnected from Self, their businesses cannot be genuine representations of who they are. And the problem is, as businesses get bigger and bigger, that Connection becomes increasingly difficult to maintain. When business owners are not connected to Source and others, it opens to door to exploitation of both natural resources and people.

Connection is the first of the 7 Graces, because without it the other Graces cannot manifest.

Grace #2: Inspiration

This is the “antidote” to the “Deadly Sin of Persuasion”. The literal meaning of the word “Inspiration” means “to breathe life into”. As business owners, we have a choice to be “life giving” to our audience or “life robbing”.

Persuasion, wherein we will do anything and everything to make a sale/profit, is life robbing. As business owners, it is our responsibility to “feed” society, and thus ensure not only that our products and services are life-giving, but also that our communications (marketing) is life-giving.

For marketing to be filled with the “Grace of Inspiration”, it should never incite fear, anxiety or feelings of inadequacy.

Grace #3: Invitation

This is the “antidote” to the “Deadly Sin of Invasion”. Nearly every form of marketing we see today is invasive. Our attention span is continually interrupted, whether it is through television/radio adverts, pop up messages, uninvited email adverts, cold-calling or billboards. As business owners and marketers, we need to bring back the “Grace of Invitation” into our communications.

This means that when visitors come into our “space” (our website, our office/shop), we treat them like respected guests, offering them hospitality and generosity. Conversely, when we come into our customers’ space (as when we send out emails), we must do so with courtesy and care, ensuring we never become the dreaded “houseguest from hell”.

Grace #4: Directness

This is the “antidote” to the “Deadly Sin of Distraction”. So much modern advertising depends upon Distraction to seize and maintain our attention. Nearly every advert you see will utilise random brand identity triggers and humour to get us to pay attention.

What is wrong with this is that people end up buying products simply because they remember the advert, and not necessarily because they have been given direct, clear information about the product or service. Directness is simple: we marketers need to get back to “telling it like it is” instead of hyping up our businesses.

The public need to be informed and empowered. The Grace of Directness allows that to happen.

Grace #5: Transparency

This is the “antidote” to the “Deadly Sin of Deception”. Deception in marketing is rife, but is sometimes extremely subtle. In the book, I give many examples of how language and imagery are often used in a deceptive way in marketing, where technically (and legally) the message is “true”, but the unconscious message we perceive is untrue.

Transparency literally means “to shine light through”. When we are Transparent in marketing and in life, we are not merely being honest, but we are also allowing the true intention behind our thoughts, words and deeds to be seen and heard clearly. When we walk in Transparency, both in business and in life, we are walking in the Essence of who we really are.

Grace #6: Abundance

This is the “antidote” to the “Deadly Sin of Scarcity”.

The chapter on Scarcity in the book is one of the biggest, because it’s simply such a massive topic. Scarcity marketing is all around us, and it appears in so many forms, from limited-time offers to the various kinds of “obsolescence” used to incite us to buy beyond our needs or means.

Abundance, on the other hand, is the fundamental belief that there is enough for all—when we are living in rhythm with the planet. It is our natural state of being. If we operate our business from the fundamental belief in lack or Scarcity, we will always bring Scarcity strategies into our marketing.

The irony is that Scarcity begets Scarcity.

In other words, if we operate from a Scarcity mentality, we are likely to create the very Scarcity we most fear because the end result will be overconsumption. Overconsumption is destroying both our economy and the ecological balance of our natural world. But if we operate from a fundamental belief in Abundance, we will not bring such fear and anxiety into our marketing, and overconsumption will be a thing of the past.

Grace #7: Collaboration

This is the “antidote” to the “Deadly Sin of Competition”. Many people have the false notion that competition is necessary to create healthy economies and stronger societies.

But this is largely a myth and has no foundation in Nature whatsoever. While I believe in “free enterprise”, this is not the same thing as Competition. In the book, I cite many studies that have proved how Competition diminishes creativity and innovation. When we conduct our businesses or our lives with a competitive mindset, we not only reduce our own performance, but we also reduce the support we receive from others.

On the other hand, Collaboration always results in something greater than the sum of its parts. Every single marketing campaign I have produced is based upon Collaboration. The permaculture of the world is actually one giant, interdependent Collaboration.

We’ve been brought up in a competitive world, but the more connected we become via technologies like social media, the more we see that Collaboration is the way we perform best.

* * *

I hope you enjoyed this overview of The 7 Graces of Marketing from author Lynn Serafinn. If you want to dive more deeply into this paradigm … do check out Lynn’s book The 7 Graces of Marketing on December 13th.

When you do, there are dozens of wonderful gifts for you, including the audio download of all 7 sessions from the telesummit, and many other goodies. Check out the gifts, and request a launch reminder so you don’t forget to pick up your copy (in paperback or Kindle) at: http://the7gracesofmarketing.com/book

| Categories: Ethics in Advertising, Goodwashing & Greenwashing, marketing philosophy, Political Context for Marketing - Tags: authenticity, building trust, pressure free, real

resonance in marketing

By: Tad | Published: December 4, 2011 · 3 Comments

I want you to think of your favourite cafe or restaurant in town. You know the one. You take all your friends there. They know you by first name. There is so much affection in you for it. It’s a place that resonates for you. You feel like you fit. I bet the first time you ever walked in – you felt like you were at home. ‘These,’ you thought. ‘Are my people.’

And I want to suggest that resonance comes from a few things – none of which are marketing tactics.

Simon Sinek hits this point home hard in his book Start With Why.

Typical manipulations include: dropping the price; running a promotion; using fear, peer pressure or aspirational messages; and promising innovation to influence behaviour – be it a purchase, a vote or support. When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. It’s because manipulations work.

If fear motivates us to move away from something horrible, aspirational messages tempt us toward something desirable. Marketers often talk about the importance of being aspirational, offering someone something they desire to achieve and the ability to get their more easily with a particular product or service.

Six steps to a happier life!

Work those abs to your dream dress size!

In six short weeks you can be rich!

All these messages manipulate.

They tempt us with the things we want to have or to be the person we wish we were.

I cannot dispute that manipulations work.

Every one of them can indeed help influence behaviour and every one of them can help a company become quite succesful. But there are trade offs.

Not a single one of them breeds loyalty.

Over the course of time, they cost more and more. The gains are only short term. And they increase the level of stress for both the buyer and the seller. If you have exceptionally deep pockets or are looking to achieve only a short term gain with no consideration for the long term, then these strategies and tactics are perfect.

Beyond the business world, manipulations are the norm in politics today as well. Just as manipulations can drive a sale but not create loyalty, so too can they help a candidate get elected, but they don’t create a foundation for leadership. Leadership requires people to stick with you through thick and thin. Leadership is the ability to rally people not for a single event, but for years. [Manipulative] tactics win elections, but they do not seed loyalties among the voters.

In business, leadership means that customers will continue to support your company even when you slip up. If manipulation is the only strategy, what happens the next time a purchase decision is required. What happens after the election is won?

There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you. Loyal customers don’t often bother to research to the competition or entertain other options. Loyalty is not easily won. Repeat business, however, is. All it takes is more manipulations.

Manipulations lead to transactions, not loyalty.

So, if manipulations don’t work, what does?

Resonance.

Marketing tactics are like the searchlight form of marketing – that people run away from.

Resonance is the lighthouse that draws the ships into safe harbour.

Resonance is when we express ourselves so beautifully and honestly that people can’t help but feel it. Resonance is when we focus more on the quality of the light our lighthouse is putting out and the brightness of it than who might be seeing it. Resonance is preparing your home so beautifully for guests. Resonance is when we follow up with someone, not because they’re an ‘excellent contact to add to our network’ but because they give our heart a pretty little hum when we’ve around them. Resonance is when we trust the universe is a friendly place.

Resonance comes when we can relax and be comfortable in our own skin.

“Stress is who you think you should be. Relaxation is who you are.”

- Chinese Proverb

And resonance comes from a number of things – here are the ones that come to mind most quickly . . .

a genuine, human vibe: people are, increasingly, running away from people who are posturing, pretending to be more together than they are, fake, phony, pretentious etc. They are drawn to people who are genuine, real, authentic and just plain honest. This doesn’t mean ‘granola’. It means that whatever you are – you embrace it fully. You open to the world as that. It’s like the line in Breakfast at Tiffany’s about Audrey Hepburn’s character, ‘she’s a phony. but she’s a real phony.’ It means we’re not doing what we’re doing to impress people, win approval or become something else. We’re just enjoying being us. We’re even embracing our own weaknesses. We’re okay with having needs – including the need to eat and live in this world – so we’re okay with needing to have some money. We’re okay with our clients supporting us – and we feel so grateful and amazed whenever it happens.

an unattached mindset: we give equal weight to ‘yes’ and ‘no’ from potential clients because we only want to work with people for whom it’s a fit and who want to work with us. If it’s not a fit, we bless and release. We don’t chase, we replace. We love people as they are – we’re not trying to change them. We’re not trying to get them to be anything they aren’t or to do anything they don’t want to do. We’re not pitching anything – we’re just sharing what we have with the world. We’re not trying to convince anyone of anything – we’re just sharing our truth and letting the world change if it wants to. We know that people will either love what we have or they won’t. We’re okay with either.

a crystal clear, unapologetic point of view: we have know where we stand, we have an opinion, a take, a worldview, a diagnosis, a perspective on the way things oughta be. It’s clear to us and it’s clear to the market place. It’s not an ideology – but it’s a clear set of guiding principles and ideas and beliefs that guide our work and that people can count on. We have a clear map that people can understand of how we’ll be guiding them on their journey.

an inspiring ‘why’: people know why we’re doing what we’re doing. They get the deeper cause behind it for us. They know that we’re not in it for the money. They know the kind of world we dream of and are working towards. They see how everything in our little business is all wrapped around and expressing this core, beating heart of our business. We don’t see the market place as full of competitors – we see it as full of potential collaborators who are all working together (or could work together) towards something bigger. We’ve got no interest in being a leader of a movement – but we’re so deeply passionate about movement happening in the world.

a solid structure and container: we prepare our home to receive the guests. We make sure we’re ready for when they show up. We are craftsmen of our arts. Attention to details. Small things matter. We lay strong foundations for our business. This gives us a sense of pride. We’re excited to send people to our website. We can’t wait to show off our cafe. We know that the details are handled so we don’t fuss about them. We can relax. The container, we find. not only holds the potential client – it holds us too.

a good strategy: we are ready to have clients and now, instead of chasing them down, we make it easy and safe for them to find us. We make it risk free and easy for people to say yes to working with us. We pick marketing tactics and strategies that feel authentic and real to us and then we make sure we implement them in the most genuine ways possible. When we create a strategy that we know will work – we can relax. We know that we’ll get enough clients because we have a plan. And our plan is not only something that gets us clients – our marketing is actually an expression of our deeper cause and our point of view. Our marketing feels really genuine and easy. Our clients feel that and relax too.

Resonance is different than relevance. Relevance says, ‘yes – that can help me on the journey I’m on. That can help solve my problem. That could get me what I’m craving.’ But there are likely many, many options out there that are relevant to them. Why should they pick you? They will, at the end of the day, pick the one who most deeply resonates with them.

Don’t you resonate with that idea?

See?

It works.

If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.

| Categories: becoming a hub, Branding, Inner Work, marketing philosophy, platform, Start with Why, Tad's Rants, word of mouth - Tags: authenticity, pressure free, real, safety

guest blog: directness vs distraction – towards better relationships in marketing and in life

By: Tad | Published: October 6, 2011 · 1 Comment

Adapted from the book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell by Lynn Serafinn.

As a coach, I have learned how to listen carefully to what people are really saying.

Frequently this is not so much a matter of the content of what they are saying, but the context in which they are saying it. It is within that context that you can hear the whole truth of the story, including how clients are really feeling about both the situation and themselves.

As a lot of my coaching is done over the phone or Skype (and not always with the webcam turned on), there are no ‘body language’ cues to inform me, and I’ve learned to use my ears and my intuition to hear the subtlest inflections in both the tone of voice and in the way a client uses language. One of the most consistently accurate measurements of what clients are actually feeling can be found in their grammar, especially in their choices of when to use first, second or third person in their verbal rendering of a story or situation.

For instance, when someone gone through a very painful or even shameful trauma (which could be anything from childhood abuse to getting fired from a job), it is extremely common for that person to deflect their feelings of shame and pain by saying things like, ‘When that happens you feel like you’re not worth anything,’ rather than saying, ‘When that happened, I felt like I wasn’t worth anything.’ Usually, when someone relates a personal experience in the second person ‘you’ rather than the first person ‘I’, they are distancing themselves from the experience and the emotion.

I’ve found there can be many reasons for this.

One is that the emotion is still very painful and they’re distancing themselves from the pain by putting it ‘over there’ instead of inside them. Another is that they might be judging themselves for having the emotion (or for having done something for which they are ashamed), and by saying ‘you’ it gives them a feeling of social proof, i.e., that other people also feel the same as they do. And lastly, and especially if the client rarely if ever uses the first person, it can also reflect a chronic dissociation to their feelings, usually stemming from a deep lack of self-worth that goes far beyond a specific incident or memory.

For such clients, saying ‘I’ can be one of the most uncomfortable things they’ve ever done, because they have lived for so long not being able to acknowledge their own opinions, feelings and ideas that they have lost the skill of standing in their own presence. For them, the biggest shift they often experience is simply by my pointing out every time they aren’t ‘owning’ their emotions, until they develop their own awareness and begin to step into their experiences without shame or fear.

It’s amazing how a simple change from ‘you’ to ‘I’ can do so much to heal a wounded soul.

But what is even more interesting about this shift is that when we begin to ‘own’ our experiences through our language, we also become more ‘direct’ in how we express ourselves. This doesn’t mean that we suddenly become rude or show fits of anger with our family or in public. In fact, it usually means we are much less prone to do so. What it does mean, rather, is that we cease putting up protective barriers around our feelings, making us more able to walk fearlessly in life, even around conflict, without feeling the need either to fight or flee. Directness makes our relationships with people ‘clean’ and straight-forward, enabling us to have a deeper and more intimate connection with others.

Directness plays a big part in marketing as well, and it can make or break the relationship between a business and the consumer. In my upcoming book The 7 Graces of Marketing, I dedicate an entire chapter to ‘Distraction’, which I have named as one of the ’7 Deadly Sins of Marketing’. In that chapter I describe all the subtle ways in which many marketers use Distraction to take our attention away from the truth, in order to make a sale.

Later in the book, there is another chapter on ‘Directness’, one of the ’7 Graces of Marketing’, which is the ‘antidote’ for Deception. What is interesting about Directness in marketing (or lack thereof) is that it can stem from the very same reasons we might lack Directness in our personal relations—an underlying disconnection. We might be lack connection to self or to the values being expressed by the business or product being marketed.

Here’s a little story that gives an idea of how lack of Directness can impact our relationships, both in life and in marketing. Let’s imagine a marketing message as a suitor, and the consumer as a young girl being wooed. At first, the girl is charmed by the suitor’s sense of humour, his charismatic ways and his suave and sexy words. She feels when she’s around him and finds herself desiring to spend time with him.

Other boys look at the suitor and shake their heads.

‘How come all the ladies are attracted to him?‘ they mutter amongst themselves. They don’t understand why he seems to get all the girls. But after a while, the girl tires of how much he dances around the truth, and she realises she doesn’t really know him at all. His humour, charm or sensuality only makes her irritable, because she knows there is no real connection between them.

She gets frustrated because he’s all fluff and little substance.

Eventually, the proverbial honeymoon is over and she ends the relationship. He cannot understand how it could happen, as he’s been ever so sweet, charming and entertaining. She herself cannot quite put her finger on what went wrong either, but the whole experience has left her feeling disappointed, and perhaps cynical and mistrusting of future suitors.

When a large company uses Distraction in marketing just to get the attention of the consumer, it’s very much the same scenario. It might very well work at first, but in the long term, most people are going to tire of it unless they find some substance within their relationship with the company. What’s worse, once consumers have been seduced by contests, quirky or provocative ad campaigns and other gimmicks that have little or nothing to do with the product or service involved, they are far less apt to trust a company later on when they want to get serious.

But when marketers practice Directness from the onset, they are laying the foundation for long-term relationships with the consumer. Directness is one of the most life-giving attributes of any interpersonal relationship, including marketing.

To pull it altogether into a single sentence:

‘Directness is the practice of using elements in your marketing that that provide plain, unambiguous and relevant information about the product or service being marketed AND express the genuine thoughts, opinions and values of the company or business owner.’

In other words, Directness tells it like it is.

The above article is a short adaptation from the chapter entitled ‘Directness’ from my upcoming book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell, which is launching on Tuesday December 13th, 2011. Please be sure to subscribe to this blog for more excerpts and articles, as well as news about the big launch celebration, including a 7-part online telesummit (free to attend, of course!) with a line up of outstanding guest speakers.

AND… if you’d like to be a partner on this book launch, and benefit from the great exposure our collaborative efforts can bring, or if you’d like to invite me to appear on your radio broadcast during the month of November or December, please drop me a line at http://spiritauthors.com/contact by Monday October 10th, 2011.

About Lynn Serafinn

Lynn Serafinn is bestselling author, marketer, coach, speaker, radio host and promotional manager for a long list of #1 selling mind-body-spirit authors. In her work, she has witnessed both the conscious and unconscious mechanics of marketing that threaten our society and our very planet. In her book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell (Humanity 1 Press, Dec 2011), she reveals how modern marketing has played a hand in the the rise of consumer culture, negatively impacting our health, happiness, economy and natural world in an unparalleled way, and offers us hope via a new paradigm she calls “The 7 Graces of Marketing.” Subscribe to this blog to keep on top of how you can help change the world through 7 Graces thinking. Author, marketing and radio show enquiries, please send via http://spiritauthors.com/contact.

| Categories: marketing philosophy - Tags: authenticity, building trust, real

case study: panty by post

By: Tad | Published: September 8, 2011 · Leave a Comment

Natalie Grunberg (pictured below) had an idea for a business.

Mail women pretty panties. Once a month.

This business is a brilliant example of some many things: niche marketing (panties are for women), having a point of view (it’s about confidence), having a simple, well crafted offer (a pretty panty. mailed monthly), doing something provocative that gets people talking (panties!).

What is the name of your project?

PantyByPost.com!

What’s the story of how this came about? What was the need you saw in the community that it emerged from?

PantyByPost.com is an online business that sends a pretty panty every month in the mail to your loved one, or maybe to you (you deserve it)!

I thought of the idea on a trip to Paris some years ago and the plan was to spread the confidence of those enchanting and stylish French women. That’s exactly what we’ve done, one panty at a time (wink).

I saw a need, to spread French style all over the world. Even if your daily uniform is a Lululemon pant, you can wear a panty by post panty and feel better. Self confidence may just start with the panty you choose to wear. My company helps to make women’s panty drawers sexier, more colourful and playful.

Can you share a few examples of how your project works?

We always support local charities and we are collecting panties right now to donate to the Vancouver Downtown Eastside Women’s Center. Some of our customers have even donated a month of their subscription to the Center, which is very cool. We are currently supporting a local theater group in Victoria BC by outfitting their set with panties (it’s called NANA’S NAUGHTY KNICKERS).

To order a subscription you click on the shop button and select the line, Signature or Bridal and then proceed through to check out. It’s very easy! We ship worldwide now, so there…your whole Christmas list is done!

Who do you find it’s working best for?

Women made up our biggest supporters when we launched. Now the men are starting to hear the good news! Men like to gossip too, so our customers are a pretty even split of men and women.

What are the top three most effective ways you’ve found to market this?

Online marketing for an online business is the best approach. Magazine and newspaper advertising doesn’t work. PR is the most important fuel for customer acquisition but after you have enough customers and you prove you have an incredible service and product, they will talk. My customer to customer referrals and referral perks (one free panty for every customer you refer) are how I gain more traction.

What are the three biggest lessons you’ve learned along the way?

Don’t risk more then you have.
Trust your gut, listen to others and then make the choice that is right for you. Always do the honest and right thing. Never let money ruin relationships.
Nurture relationships authentically. Be real.

What does that mean for you? “Nurture relationships authentically”

Many business people share that relationships are what matter. I added the nurture and the authentically component mostly as a response to some of my early experiences. Be real and be yourself. I really don’t like it when people are just trying to get something from me. I’m not a big fan of business mixers or networking. I find it to be a huge effort, it’s unnatural to be so self serving.

It’s icky.

By all means, get out there and make connections but for me I like to keep it small and keep it humble.

What’s been most effective for you in the online marketing arena?

CPC, cost per click advertising has been effective. We use Adroll to help remind customers who have visited our site, which is a good marketing tool. Bloggers from all over the world help spread the word about PBP and they do it very authentically because they get a panty by post to try.

What’s the next level for your project? What are you most excited about that’s coming up?

We are going international BIG TIME! We have our first international office in Moscow and our next operation opens in Paris this November. How exciting! We will continue to create relationships in other languages and in other countries. This is the jet setting (and carbon offsetting) that I dream of doing!

At its heart – what is this project really about for you?

At the heart of PBP there are two old fashioned ideas: customer service is key and self confidence comes from within.

We have been told we go above and beyond the call of duty for customers, but we don’t see it that way. Doing a job well and promptly makes us feel good. As the owner of the company, I set the tone. I’m an absolute perfectionist because having a top notch consumer experience is rare these days. When PBP staff delivers incredible service, every day, we make customers happy and they return.

This seems so basic but I can’t tell you the last time I had a quality “old fashioned” consumer experience. It’s our edge in a competitive online shopping environment.

The other pillar of the company is about confidence. I was inspired by the women in France and they continue to remind me (lucky me I go to France each summer) that looking beautiful is about self respect. French women put effort into their appearance and so do the men for that matter.

It’s a different ethic and for me, I think it represents their commitment to finding beauty and style everywhere, spreading that style and also enjoying the pleasures of life. Everywhere you look in France people have put effort into beautifying their environment. The least I can do is run a company that makes getting a French style panty easier.

Now those of us non-Frenchies have no excuse.

What has the response been this this project?

Each year PBP builds and grows. I put very little money into advertising because our product and excellent service does the work of spreading the word of PBP. Men especially seem to appreciate the gift giving service. We basically are the answer to all their gift giving issues.

Why do you think your customers love you so much?

Our customers love us because of our high quality of service but really our product is very unique and totally fabulous The panties are very special, colourful and sexy. Once you start wearing our panties, it’s shocking that you once settled for plain Jockeys or Victoria Secret. Our panties are accessibly priced (about $16 per panty), durable but mostly they are adorable

You’ve got such a unique idea that I imagine a lot of PR came from that – but what are the three biggest tips you could give people to be ready for it, get it and take advantage of it?

Get a communication coach. We had Maria LeRose coach us at the very beginning and throughout our launch. Having a profession coach like Maria will help you get clear on your company goals and will make your media interviews really stand out. She videotaped us and we reviewed the way we looked and the way we delivered our story. This kind of practice is key.
Hire a professional PR person to work with you on your media pitches. We had a coach for 3 months to support us to improve our media writing and understand what the media is looking for.
Start local and aim national. There is no such thing as a small enough media outlet.

If people want to find out more about your project, support it or get involved – what should they do?

Email us,

Anything else you’d like to add?

If you think panties don’t matter, try a panty by post and I beg to differ. We have something special here! Oh yah, right now I’m wearing a Raven Beauty hipster in noir. It has buttons all down the derriere and when I wear them I feel like a Paris runway model (note: I’m 5’2″, so clearly the panties give me super powers).

| Categories: Case Studies of Inspiring Business, Niche Marketing, The Irresistible Offer, word of mouth - Tags: irresistible offers, real

not everyone will love you

By: Tad | Published: September 1, 2011 · 1 Comment

Just got an email from my colleague Bill Baren. He shares his learnings from his new Masters of Enrollment program (which only has five spaces left).

Thought it was worth sharing . . .

It’s been an incredible last few weeks, the launch of my new and improved Master of Enrollment program has been a huge success. This is by far our biggest launch ever.

And I want to celebrate this with you by sharing a few of the things I have learned from the process.

Hopefully this helps:

1. How I am being is just as important as what I am doing

I noticed that when I felt energized and I got enough sleep, lots of people were enrolling during my teleseminars.

My content was consistent, but when I showed up to these calls focused and in touch with the transformation I wanted to create with my content, business owners were signing up in droves.

The flip side though is also true. When I wasn’t taking care of myself and low on energy or food or sleep, my ability to connect with my audience was noticeably hampered, and so was my ability to deliver the valuable content and messages they came for.

The big a-ha for me – there’s a bigger cost to me not taking care of myself than I previously realized.

2. I can’t please everyone

In many of the teleseminars I held, there was always at least one person who didn’t like me or did not resonate with who I was and what I was saying. And they were vocal about it during call, either in an email or in the message box I can see during a teleseminar.

It allowed me to practice what I preach, that who I am and what I offer is not a good match for everyone.

Here’s an email I received after one of these teleseminars:

“Hello Bill,

I was excited to join your teleseminar. As experts in our
industry, we can always learn more.

I work globally as an image, etiquette, communication and
leadership coach and I was surprised to see you looking
quite poor in your photo and inappropriately dressed for
the level of your success.

I signed off your session within ten minutes because I did
not see or sense a level of excellence.”

Harsh words, but true. Look the part and use the language of success and your credibility factor will soar.

I now love getting these sort of email because they allow me to continue to recommit to simply being myself. When I am on a live teleseminar with an audience of hundreds, I’m not thinking about upgrading my image. I want my image to reflect who I am and to allow people who resonate with me to stay in my world and for people who don’t resonate with me to slowly drop away.

Is it always pleasant for me to receive negative feedback?

NO, but it is simply part of the territory of allowing myself to be seen and heard by many. It is part of my commitment to make a difference in a big way.

I refuse to protect and shield myself from criticism just to stay safe and secure.

And I’ve noticed that the size of the audience I’m able to reach increases in direct proportion to my ability to let go of fear of rejection and the need to be approved of by everyone. (And so does my sense of personal freedom as a human being.)

OK, these are just some of the things I’ve learned through my latest launch of Master of Enrollment. Will be sharing more soon…

Let me know what you thought of this by leaving a comment on my blog: http://www.billbaren.com/blog/?p=156

Warmly,
~Bill

P.S. This was the response I wrote to the email I mentioned above.

“Thank you, xxxx, for your feedback!

Part of what I teach is to be your natural full self. I do
not want to upgrade my image… I want to fully be me – my
own style, my own vibe.

I am aware that it puts some people off. I understand that
it put you off.

If you would have stayed on past 10 minutes… I actually
addressed that during the presentation.

I appreciate your response, especially the fact that you
wrote it. You being honest in communicating your truth is
something I respect a great deal.

Much respect,
~Bill”

| Categories: Branding, Inner Work - Tags: authenticity, real

how to write a lovable homepage

By: Tad | Published: August 12, 2011 · Leave a Comment

You might have alreadry met my friend Carrie Klassen (pictured here). She’s released her very first product I want to tell you about.

A while ago, I released my first product. It’s all about a simple thing you can do to your homepage which can have way more people opting in to be on your email list.

But quite frankly, it’s of little use if a certain part of your website itself isn’t working. So, I want to talk to you about your website.

More specifically, it’s about a particular part of your website.

It’s a part of your website that is absolutely, no questions, no debating it – the most vital part of your website. It’s the first thing people see and it makes or breaks you website. Full stop. Period. End of discussion.

Any marketing consultant would agree with me on this.

What is it? Well, as the blog post title suggests, it’s . . .

Your homepage.

And I want to be lovingly blunt here: I would give a failing grade to most homepages I see. And I’ve looked at a lot of them trying to find examples of homepages that kicked ass. I can count on two hands the number of kick ass homepages I’ve seen.

But I think most people think that their homepage is ‘good enough’.

This could be true, but the vast majority of homepages I’ve seen are either: boring as hell, all about the business and how great it is, full of jargon, confusing or arrogant.

And, of course, you don’t want any of those.

Because you’ve got about three seconds to win them over. Three seconds before they decide ‘this isn’t relevant to me’ or before they break out in a huge smile because they finally found something just perfect for them.

You want a homepage that is clear, loveable, honest, warm and compelling.

You want a homepage that you love and are so excited to share with the people you meet.

You want a homepage that your ideal clients land on and it’s as if they walked up to your home and you opened the door and said, ‘It’s you! Welcome!’ and gave them a hot cup of their favourite drink as they smell the wafts of their favourite meal coming from your beautifully crafted, oak wood front door.

You want a homepage that your ideal clients will love.

And, I mean this with so much love and understanding of how overwhelming business can be . . . your homepage probably isn’t there right now.

Tough love (but I love you!)

So, what can you do?

There’s a simple, 15 question diagnostic quiz you can take to find out for sure (and workbook you can use to make it just perfect). If your website is the happy exception then you’ll only need to spend five minutes at the most and have something to brag about all week.

I always speak about the importance of having a great homepage at my workshops, but I’ve never considered myself an expert. And, for years, I’ve been craving a resource that I could whole-heartedly recommend on this topic.

Finally, it’s here.

It’s called the ‘ How to Write a Lovable Homepage ‘ workbook.

I can’t rave about it enough.

And, once you get it, you’ll be raving too.

It is charming, easy, fun, affordable and will help you create a homepage that has zero grossness, hype, arrogance or dullness.

Carrie has an incredible gift of helping her clients creative marketing that is so clear, irresistible and lovely all at once. It’s candle lit marketing – not neon lights. It’s piping hot, organic tea – not coca cola. It’s warm sweaters on cold days. She’s got a gift for helping people find their own unique voice.

When I heard she was writing this ebook I couldn’t have been more excited.

I promise it will be worth every penny you spend.

To give you a bit of a teaser and some good direction – I did a little interview with Carrie I’d like to share here.

why are you writing an ebook about website homepages?

Every day I hear from amazing entrepreneurs doing such important, good work. And they’re struggling to attract enough clients, to pay their bills, to really enjoy their businesses. And they’re not helping as many people as they could. (Lots of “my people” are holistic practitioners so their reach is really important for more reasons than money.) When I’d look at their websites, it would be clear to me that a huge part of why they’re not reaching enough clients or the right clients was an ineffective homepage, or, worse, one that was harmful.

I ached to re-write these homepages for them. (Running your own business is hard enough, but if your website is working against you, well that just makes my stomach hurt.) But many entrepreneurs don’t feel confident or able to invest in their businesses when their income is unpredictable (which I totally get). For those in that situation, I didn’t want them to feel on their own, rudderless. If they’re in a position where do-it-yourself marketing makes most sense, then I wanted them to have really good support.

why do you feel credible to write an ebook on this topic?

I’m an award-winning copywriter whose been writing for the web for 11 years, so there’s that.

I’m also an award-winning marketing strategist, so while I love beautiful words, I want them to be smart too. I poured my own professional experience into this workbook, but I also researched best practices for website content and engagement from other perspectives. I learned from other writing instructors (like my own cherished writing coach, Chris Kay Fraser at Firefly Creative Writing). I ran live workshops with the same exercises as in the workbook so I could see which were easy to follow and which weren’t. I conducted focus groups for the workbook and then revised it based on the feedback.

I knew that I knew my stuff but a couple weeks ago, when I attended a talk by online strategist and researcher Brian Cugelman, PhD, a fellow who happened to write his dissertation on persuasive websites (among other things), I left feeling giddy. He quoted study after study, outlining the essential components of an effective landing page and while he used bigger words, he was essentially describing my little-workbook-that-could.

why do homepages matter? what are the stats and reality that you can give us?

Homepages are so so so so important.

I just read a Razorfish study that said 64% of consumers have made a first purchase with a business because of a website experience.

That’s crazy!

No other marketing medium has ever had that kind of effect. But it’s what we do now – we consume information online. Your homepage is the top entrance point for your site. It’s the place where critical decisions are being made by your visitors – Do they trust you? Do they like you? Do you have what they’re looking for? If your homepage content is properly structured, you’ll engage the right clients and they’ll continue through other parts of your site right on to whatever your call to action is (buy a product, book an appointment, call for a consultation, etc).

If you mess up with that first page, they’re gone.

Word of mouth is the absolute most important contributor to business growth. We know from research that over 70% of buying decisions are made because someone we know made a recommendation. 70% of those recommendations happen online. These are important numbers when it comes to homepages for two reasons:

If your homepage is well-structured, I will understand it and be able to articulate what you do to my friends. (Women, in particular, are continually considering “who can this help?” while they take in information. So even if your service or product isn’t right for me, I am thinking about whether my sister could use it.)
If I like your business and your site is decent, I will share it with my friends and colleagues directly and on social media sites. The power of that is magnificent! By changing your homepage alone, you can supercharge word of mouth marketing – the most effective influence – in your favour.

what are the three biggest blunders you see people making on their homepages?

The top one has to be starting off with “At [Business Name], we offer…” It’s like marching over to a stranger at a quiet cocktail party and announcing “I’m going to tell you about myself right now”.

Websites need social graces too.

Start with what I call “The Inviting Proclamation” – that’s a headline that tells your reader what becomes possible for them when they work with you. It’s about them, not you. It’s nice. Same with the first section, which I call “The Current Troubling Situation (and How it Feels)”. Empathize with your reader. Acknowledge the challenge they’re having that led them to you.

Another mistake is having too little content. If you have fewer than 250 words on your homepage, you have some writing to do. There are lots of different opinions on the subject but many search engine optimization (SEO) experts suggest 500 words is a good number. Having Google find you would be a bonus. I just want you to be genuinely compelling, and you need more than a few sentences to do that.

The third most common mistake I see would be a lack of any clear “call to action”. I read the page and then it’s fuzzy what I should do next. Should I call you? Or read your testimonials? If there’s no discernible flow, that, however subtly, stresses people out. Be kind and be helpful… add that one-line instruction at the bottom of your text.

What’s are the three/four/five? things that a homepage must do to be a successful homepage? what are the goals of a homepage in your mind?

A homepage must sincerely engage the right reader (you don’t want to appeal to everyone, just the folks who are most likely to love you and want what you’ve got). It must reflect the tone of your business. (Professional? Playful?) It must simply and memorably articulate what you do. It must inspire readers to connect with you (either through an immediate purchase or a newsletter sign-up… some form of relationship must begin).

What are the key elements behind a great homepage?

For content: an inviting headline, an assessment of your reader’s “problem” and “hopes”, a short introduction to the real people behind the business, a clear list of services (that hyperlink to other pages within the site) and a direct call to action.

For design: simple navigation, proper treatment of headings and subheadings (this is important for SEO too), real photography of you and your business (not stock photography).

Can you give three examples of homepages you love and maybe tell us why you love them so much?

Three entrepreneurs I’ve seen who have made great homepages for themselves are Danette Relic, Tami Smith and you, Mr. Hargrave.

Danette’s Radical Creative Sanctuary: http://www.danetterelic.com/

So, Danette had me right at her business name (so awesome!) but I also love her headline so much: Your life is meant to be beautiful and meaningful. Don’t you just feel that right in your stomach? She goes on to write a homepage that feels like we’re having a conversation in a cafe. I already feel safe with her. That is profound for a coach. I like how she’s structured all her content, and I also like the richness and earthiness of the colours she’s chosen. They’re kind of lusty, and that’s very “Danette”.

Tami’s Targeted Traffic Strategies: http://www.targetedtrafficstrategies.com/

Tami’s homepage feels like a fresh, spring day to me. All the windows are open and the curtains are billowing. It is so clean. That’s gracious design, because it allows the reader’s eye some peace and it gives the reader psychological space to insert herself. I also love what Tami’s written. Her voice is so welcoming. “I’m Tami Smith and I’m a searchologist. That means I make it my business to know how search works, what makes Google love you and how to show up when someone is looking for your solution. I guess you could say I’m a match-maker; I match you to your perfect people when they are searching.” SEO is complicated and Tami could impress you with lots of buzz words and jargon and the fact that she used to work at Google (Tami’s a pretty big deal), but instead, she keeps it friendly, setting a positive tone. You can do this.

Tad’s Marketing for Hippies: http://marketingforhippies.com/

Tad, I like your headline so much, I use it as an example in How to Write a Lovable Homepage: “Conscious Business Folk: Are you struggling to attract enough clients?” It isn’t doom and gloom. You don’t use fear as a motivator (that goes against everything I believe, despite what many “marketing experts will say”) but you do, gently, hit that nerve. And if I am a conscious entrepreneur struggling to attract enough clients, right from the very first line you’ve made me feel like I’m in the right place and you’re going to help me. That is so kind. You’ve offered me a post-marathon glass of water and foot rub.

Beautiful!

Our homepages aren’t just marketing tools or faces for our business – they’re our arms and mouths in the world too. They can be used for good. We can write things that inspire, that reassure, that inform, that help, that heal. That doesn’t mean you don’t ask, too. But make buying your book or signing up for your newsletter – your ask – make it an invitation to continue a relationship. We’re all hungry for connection and what you do, Tad, is give that so generously.

Can you tell us a bit about your workbook?

It’s a labour of love and a gazillion hours worth of Carrie. I’m so excited about it. It really feels important. It isn’t just an e-book that you sit back and read and then have to figure out how to apply what you’ve learned to your own situation – it’s a workbook. You’ll roll up your sleeves and I’ll take you through a series of very short (a few minutes each) writing exercises. At the end, I tell you how to put them together and – voila! – you have a new homepage, in about two hours’ time. I don’t know of anything else like it.

And the thing I really love about it is that even if you only get one new client because of the workbook, you’ve made back your investment. Just like that. That makes me feel amazing.

To take the Lovable Homepage Quiz go here (you’ll have to sign up for Carrie’s newsletter – but it’s one of those you will thank me for. They come out rarely and each one is a gem – plus you can unsubscribe whenever you like. Also – you get a lovely little ebook that I adore).

To get Carrie’s ebook ‘How to Write a Lovable Homepage‘ go here .

If you'd like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you'll also get a free copy of my

fancy new ebook "Marketing for Hippies" when it's done.

| Categories: becoming a hub, Branding, Case Studies of Inspiring Business - Tags: becoming a hub, building trust, online marketing, real, safety

johnny cash teaches marketing

By: Tad | Published: August 10, 2011 · Leave a Comment

This short clip from the movie Walk The Line says the most important thing about marketing. Be real.

| Categories: Uncategorized - Tags: authenticity, real

part time entrepreneurs rejoice!

By: Tad | Published: April 30, 2011 · Leave a Comment

I just came across a very cool business network called IAMPTE that’s coming from a very different point of view in business – ‘it’s okay to be a part time entrepreneur!‘

As I learned about it from Calgary based founder Kim Page Gluckie (pictured right), it struck me the immense pressure most entrepreneurs feel to make it big, build their empire and go full time. As if to not do that would be to fail.

The main things I want you to focus on here is the text book example she’s giving you about niche marketing, becoming a hub.

We did a little interview and I think what she has to share has a lot of important things to say about quality of life for entrepreneurs.

What is IAMPTE?

IAMPTE is the world’s first (well, actually only) organization that champions, advocates and supports motivated part-time entrepreneurs. It is a hub that connects the right people and information suited specifically to those with limited time and limited funds because of their part-time status, but recognizing they are limited in their enthusiasm or opportunity.

How did it start? What was the need you saw in the world that spurned this?

It started as I recognized that work from home dads, soon-to-retire employees and students creating their own businesses had all the same challenges as mom entrepreneurs, but without a support system that really resonated.

It also came from many conversations with clients over how much time they wasted or money they wasted making really poor business decisions because they just didn’t know who to trust and they didn’t know who to ask – the need I saw was evident in the tears shed in these conversations and more times than I can count hearing the words “I didn’t know what to do until I met you, I was going to quit trying”.

They do trust me to give sensible, affordable advice. I attract other trustworthy experts and felt I needed to take a leap to bring the right information together with the right people into a hub of knowledge and information sharing that makes sense for people who are really motivated to succeed, even if they are growing their business “on the side” of the rest of their life.

The real clincher for me though was when I went to pay $700 to renew my annual membership in the recognized international association for my marketing communications discipline and just couldn’t do it. It was far too expensive for how little it resonated with my actual business life. At that moment I realized there is no structured, information based organization available to me at all. So I created one. At a price I could afford.

What’s your vision for your members? What is it you’re working to help them achieve?

My vision for members to help them create a realistic view of what success looks like for them individually based on a blend of what they want to achieve in their business and the reason they are choosing to be part-time – which is usually a values decision (other commitments they won’t give up). And then, my vision is to give them access to a very specific set of tools, information and practical steps to act on that make sense to the part-time entrepreneur who really has little time or money to make mistakes. I want them to stop wasting their money on programs and strategies suited to entrepreneurs who have committed full time to their pursuit, and to understand that profitability comes from not what they spend, but rather what they do that fits them and nobody else.

What makes this different from other business networks?

This is different from other networks because its core premise is teaching over networking – and I’ve spent time finding exactly the right experts with the exact right knowledge that PTEs need who are donating customized articles and information because they believe in this mission as much as I do. Networking and supporting each other is an organic side effect of IAMPTE that is already truly amazing… it is literally changing people’s business lives. But it stems from access to trusted advice that can be acted on immediately in any realm of online or traditional marketing.

How are you marketing this right now? What have you been finding works best?

While I am the founder and owner of IAMPTE, there are 16 other experts in the community donating their expertise with exclusive content and their time to promote the organization through their networks. Most of the sharing about our organization has been through social media, with equal response on Facebook (www.facebook.com/iampte) and Twitter (www.twitter.com/iampte).

We just launched in February so there are many marketing plans not yet rolled out, and evaluation that hasn’t happened yet. Part of our ongoing strategy will be traditional and grassroots. We will be launching chapters and holding live workshop-style meetings yet this Spring in three cities. I anticipate that our core membership will grow from the live communities, and those relationships will be nurtured in the online communities.

How do you make money at this? Or what’s the plan?

IAMPTE is a paid membership organization at an affordable $199, with an affiliate program of 5% for anyone who signs up and posts an attractive badge claiming to BE or SUPPORT PTEs on their website.

While this organization is part of my business, and it is intended to generate revenue for me personally, it is also an opportunity for me to align with charitable causes that have similar values such as Kiva.org, to which we’ve already topped up two loans, and Calgary’s Making Changes to which we are donating a special gift at YYCTwestival.

The plan is also to invite community leaders with business knowledge to become chapter leaders – those leaders have opportunity to earn 80% profits from events they run in their own cities. It’s a very sharing model. IAMPTE complements my core business at MPowered Marketing. As an expert, like the other experts, it is a platform to showcase my small business marketing talents to support my marketing training, speaking and consulting business.

What’s your take on why so many part-time entrepreneurs fail?

I’m not convinced more part-time entrepreneurs fail than full time.

In fact, when factoring the direct selling industries (I consider home party consultants who are earning a living to be entrepreneurial in their own success-driven ways), part-time entrepreneurs may be more successful as a category.

But I do have some ideas on where any entrepreneurial “failure” stems from.

First, they have a clever idea but didn’t realize they had to become sensible business people and smart marketers themselves in order to actually succeed.

Second, they compare themselves endlessly to the success of others or how successful they think they should be – without pausing to define what success actually looks like and the steps to get there.

Third, they waste so much money making poor decisions based on the wrong advice or by “winging it” that they end up heartbroken – and often scared to keep going because they used the grocery money as startup cash and can’t afford more mistakes. And finally, not unique to part-time entrepreneurs, they aren’t passionate enough about what they are doing to see it through.

It seems like a lot of people feel like they either need to be a FULL time entrepreneur or nothing. Like being part time = failure – what’s your take on that?

Nobody can define what failure is or success is but the person in their own shoes.

There are “business experts” who would say if you don’t go all in, you can’t win.

I started my first company the day after a female, childless media mogul who I’d previously admired told me in answer to a question “women running businesses while raising families cannot succeed”. It made me so angry I was shaking. I have been proving her wrong personally every day since then, and have found myself surrounded by men and women who are succeeding part-time like me. But again… define fail?

IAMPTE has a wholistic view of what success is. Making profit while also being a good employee, parent, volunteer or student is success. Part-time success simply takes longer for most… which actually has business advantages… if someone can envision their success on a 3 year or 5 year roadmap, it helps overlook the small ‘f’ failures or mistakes and build on them. Part-time in business = whole life success in my opinion. Also in my experience.

9) What are top three keys to success for part-time entrepreneurs?

First: Spending money with a trusted expert to create a professional presence. Even $500 on a great logo plus a Facebook page creates a professional presence over a DIY Blogger page. Ideally, spending $2500-$5000 on a brand development process + logo + web design is enough to look like the professional they intend to be. Often, that is all they need to spend for an entire year if they are savvy about building their business beyond that.

Second: Defining what success actually means in order to avoid becoming defeated by comparisons to full time entrepreneurs doing the same thing, and to be able to recognize success from a whole life point of view. Success for most part-time entrepreneurs has to have a monetary goal with it, but more so, it’s aligned with values – making a difference, role modeling, educating, having personal freedom, feeling joy in their work. Really taking time to review this frequently helps stay passionate and committed when business gets hard – and it does often when you are a PTE in the first 3 to 5 years.

Third: Becoming a business/marketing expert for their own business is essential. They must become confident in their ability to make good decisions for their business so they can be responsive to the right opportunities, create/seek out the right opportunities, and save money for when expert help is actually required. This is why I teach marketing, even while consulting. PTEs cannot and should not take every course available nor should they hire every recommended expert. Even if they have the cash flow to afford it, they don’t have the time. There is a time and a place for hiring expert help, and they need to be pragmatic about when and who that is (like professional visual brand)… but even when hiring help, they must approach it as if they are learning it to do the work themselves.

For more information on IAMPTE – check out their website at: http://iampte.com/

| Categories: becoming a hub, Case Studies of Inspiring Business, Niche Marketing, quality of life - Tags: becoming a hub, niche, real, relevance, trusted advisor

ever been to a ‘gross’ workshop – share your story!

By: Tad | Published: February 24, 2011

“How do we run workshops that sustain us financially – without selling out soul?“

That’s a question that’s been on my mind a lot lately.

So, I’ve been in the seminar industry since I was in high school.

It started out with working for a franchise of Anthony Robbins and Associates, then leading workshops across Alberta for high school students and eventually into the marketing work.

And I’ve noticed a trend in the workshop industry that feels kind of ‘gross’.

I’m curious if you’ve experienced the same thing . . . but I hear this a lot.

There’s the evening intro – which ends up just being a pitch for a higher level weekend or coaching program. And, it’s not that I take issue with them having more they offer – but there’s something about the way it’s pitched and offered at the end that feels off.

The three big critiques I keep hearing of the workshop industry:

1) They Are Over Hyped: These intros are sometimes sold as ‘the complete solution’ when they’re just a teaser. So people feel ‘tricked’ and mislead.

2) Contrived Facilitation Style: The facilitation style is very, in my experience, contrived. “Raise your hand if you want to make more money!” They’re not actually curious – they just want to get your responding and compliant.

3) Huge, High Pressure Pitch at the End: You know the one. The ‘only 27 seats left in our upcoming workshop where you’ll learn the REAL secrets! Run to the back of the room and sign up now and we’ll slash the price 3 times with different coloured markers.’

Here’s what i want to invite from you:

Can you share a story of a workshop you attended that felt gross? Let’s leave out names (we’re here to learn not bash).

| Categories: Ethics in Advertising, event promotion, Events, Tad's Rants - Tags: authenticity, pressure free, real, safety

is conscious marketing bullshit? discuss . . .

By: Tad | Published: December 3, 2010 · 105 Comments

I’ve been thinking about a question lately.

The question is this: “is conscious marketing bullshit?”

Seems to be a big trend lately: people talking about ‘conscious marketing’ and ‘heart selling’ and ‘selling with integrity’ and ‘spiritual marketing’ etc. But are we just trying to find a way to rationalize our need to market ourselves so we can pay the bills? Or is there really something different?

At one of my last workshops in Toronto someone asked me, ‘what exactly does ‘marketing for hippies’ mean? and how is it different from regular marketing?’

I was mortified to realize i didn’t have a clear answer. nuts.

Throughout the workshop, I would flag things here and there saying, ‘aha! this is a way it’s different!’ but i found myself wishing i had a ‘top ten principles’ sort of thing.

After all – people still need a brand, they need to articulate how they’re different, find ways to reduce the risk of taking the first step, get people’s attention, craft irresistible offers and get them to take action, identify their hubs, make it ‘talkable’ . . . yada yada – so what is it that makes ‘conscious marketing’ so different? what is the perspective or set of principles that set it apart from plain old ‘effective‘ marketing?

Do you feel me?

So I thought i’d ask all of you your opinions on the matter while I sort out my thoughts into something really clear and coherent.

What do YOU think is most important in conscious marketing? what are the principles that should govern it? what are the guidelines and understandings that underlie it.

Please leave your brilliant thoughts below! can’t wait to see what we come up with . . .

| Categories: Ethics in Advertising, marketing philosophy - Tags: authenticity, real