Right now, I seem to be talking to a lot of people who are stuck between not wanting to feel extractive and scammy, and wanting to sell without selling.
Unfortunately, as an Ethical Propagandist (aka a marketer), I have to tell you that this is impossible. There is no “sales without selling” … and marketing is sales… until and unless you build your business to a large enough size that you can afford a sales and marketing team so that you don’t have to do the marketing, yourself. (That’s what your team is for.)
But marketing doesn’t have to be scammy lies in order to be effective, unless you consider talking about yourself and how you help at all as being extractive which in that case… I’m not sure how you’ll help anyone.
The answer is to use the tools and structure of persuasion and propaganda to sell your good service in a way that will move people from their entrenched, stagnant situation to embracing what they already want: growth, connection, abundance, and meaning, in whatever way you help them get it.
Over the next few days, I’ll be sharing how you can make Ethical Propaganda work in your business. Not by ignoring what it is we’re doing with marketing, but embracing it as a tool for helping good people to stay away from the ignorant and scammy competitors in your space:
- Know Your Audience…
- … But Know Yourself Too
- Situate Yourself in the Zeitgeist
- Bring Them Into a Bigger Purpose
- Give Them What They Want
- Serve Them What they Actually Need
- Build a Movement
Until tomorrow,
Swayze