Honorable Marketing Practices
Don't just copy what other people are doing in marketing "because it looks like it might be working"... ask yourself what would
you want them to do? And then do that instead...
When you find a way to market your business that feels honorable
to you, you enjoy
marketing more, and become more effective
So what is honorable and ethical marketing?
Here is a simple, effective question to ask yourself:
"What would I want my competitors to do?"
More specifically, what do you want your competitors to do in their marketing? How would you want your competitors to treat their audience, especially if your own beloved clients were part of that audience?
Whatever your answer is, do that in your own marketing too.
And what wouldn't you want your competitors to do?
do that in your own marketing.
This is such an effective method of ethical behavior, and you probably recognize it as The Golden Rule. It's a principle that has proven for thousands of years, from many cultures, to bring virtue and happiness to those who practice it.
Let's apply it to marketing. Here are some examples:
want my competitors to use hype and manipulation to get their audience to buy.
And therefore, neither will I do that to my audience.
want my competitors to make honest offers: to clarify whom their service is actually helpful for, and whom their service is not
Therefore I will do the same: make clear the specific types of people, in what stages, are most likely to benefit from working with me.
I don't want my competitors to use deception and shady shortcuts to market their business. It pulls down our whole industry. I don't want them tricking people into doing things.
Therefore I will be careful not to use such practices in my marketing.
want my competitors to freely give useful content -- without requiring email addresses -- so that all can more easily benefit, including my clients and myself.
Therefore I will make my complete content freely available without email opt-ins, via social media.
I don't want my competitors to play the SEO game (search engine optimization). Besides doing the basic best practices everyone should do, I don't want them focusing much of their time on it. SEO is supposed to be a meritocracy: the best -- most helpful and entertaining -- content is supposed to float to the top, not the ones who are best at manipulating keywords, links, or other tactics not encouraged by Google, Facebook, etc.
Instead, I do
wish my competitors would focus their energies and time on creating truly helpful content, in service to the public, in such an honorable way that I (and others in their audience) would proudly
share it forward.
And therefore I will do that as well. I will focus my time not on SEO but on creating better content, so that over time I earn the respect (likes & shares) of my audience, and thereby naturally rise
in the search engines.
I wish my competitors would gain much of their business from word of mouth simply by getting more effective at the actual service they provide, not primarily at getting better at selling.
So that's what I will do: keep improving my service over time, so that my clients would naturally love talking about my services.
I wish my competitors would openly share what is working for them, in providing their services, and their marketing.
So that's what I will do: openly share what is working for my clients and for my own business too. (That's what many of my videos are about!)
Feel free to borrow any of the above for your own business principles too.
And if you have anything else you wish, and don't wish, your competitors to do in their marketing, comment below. (Just don't mention any names!)
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