Welcome to The Rachel Kurzyp Show.
All the feedback that I received after running my Craft a High-Converting and Profitable Sales Page workshop in January was about how refreshing it was to learn about ethical sales and marketing tactics.
Many participants said that they had wanted to make changes in their business but didn’t know where to start. And I’ve loved receiving DMs since that have shared that marketing your business in a way that feels aligned with your values, mission and ways of being has actually helped you connect with your dream clients on a deeper level and allowed you to invite your community to work with you in a joyful, mutually beneficial way.
So that’s why today, I’m going to share with you 5 ethical ways you can market your business in 2022.
My hope is that this conversation sparks your curiosity and encourages you to reflect on how you want to show up, serve and sell to your dream clients. Marketing in the online space is changing and you have the unique opportunity to lead the way.
Let’s dive in.
#1 – Lead with your why
Yes, people want freedom but the Bali babe lifestyle of cocktails, cash and glamour is not resonating with our communities anymore. COVID has played a part in this change but it was always on the outs.
Instead, people are choosing to work with leaders, creators and business owners because they connect with their values, purpose and vision. So share your story and invite your community into your world.
You can go back and listen to episode 30 to learn more about how to do this.
#2 – Use trauma sensitive practices
Having a trauma-sensitive approach in your business means you acknowledge that everyone in your community has had physically or emotionally harmful experiences to varying degrees in their lifetimes. And you understand that this trauma can have lasting adverse effects.
So instead of telling a person the issue, problem or concern lies with them, which can be harmful and retraumatizing, you can encourage your dream clients to access their internal safety, and make decisions from a place of empowerment, choice, trust and collaboration.
This may look like providing your clients with payment plan options, allowing participants to have their cameras off during group calls and not using shame and fear to sell your offers.
You can listen to episode 2 to learn 4 popular marketing tactics that are very unethical.
You may have also heard of the term trauma informed. Many people are claiming to be trauma informed, however you are only accepted as a trauma-informed coach or practitioner after you have achieved formal accreditation. So for most of us, the first step is becoming trauma sensitive.
#3 – Share client transformations
There is nothing wrong with talking about money and sharing your income with your community. In fact, in certain circumstances it can be inspiring and supportive.
But only using income claim marketing to establish your expertise and the effectiveness of your offers is lazy and a bro-marketing tactic.
It’s not a true representation of how you support your clients and doesn’t have any bearing on how successful your business is. Go back and listen to episode 50 where I dive into this more.
So instead of only selling those $10, $20 and $100k months, focus instead on sharing the tangible and intangible transformations clients from all different stages of business have when working with you.
#4 – Acknowledge people’s humanity
Client personas and avatars are a really effective tool in business, however, when used incorrectly they can alienate your dream clients instead of calling them in.
I’m seeing lots of business owners focusing on demographics not psychographics and as a result they are speaking to a one-dimensional character that very few people can relate to.
You can listen to episode 10 to learn more about this. People want to know, like and trust you but they also want to feel seen and heard in your space.
If you truly want to serve business owners who identify as BIPOC, Neurodiverse, LGTBQ+, disabled, fat, poor and non-conforming then you do an audit of your business and ensure your branding, imagery, words and offers are inclusive and acknowledge people’s unique skills, knowledge, and lived experiences.
#5 – Have consent-led sales conversations
I believe the fear many of my clients and community have around selling comes from the negative experiences so many of us have had when being sold too.
I’d encourage you to reflect on these sleazy and pressured conversations so you can get clear on what it is you don’t want to do because sales should always be consent-led.
This may look like, giving your clients 72-hours post call to make a decision, asking permission to send a link to sign up for a workshop or simply asking if you can tell your client about your new offer.
When you sell in this way, you’ll feel confident, calm and act with integrity. Listen to episode 12 to learn how to sell in the DMs without sounding salesy.
There you have it, 5 ethical ways to market your online business. If you’d like me to explore any of the approaches and tactics I’ve shared here today in more detail, send me a DM on Instagram. My handle is rachel_kurzyp.
Just like you I’ve got a lot to learn and unlearn, so I’ll be continuing to speak on this topic both in my coaching program and across my online spaces so we can build values and purpose-led businesses together.
Thanks so much for tuning into today’s episode.
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