Seachange

Look up “seachange” and you will find something like this: a significant and/or systemic transformation. This is appealing to me on so many levels: environmental, political, educational, and personal. I feel like we need a change in the way we communicate with each other in online spaces, and so I set out each day, with each client, to do just that.

4 Cardinal Points Guide Me

1. People Are Decision-Makers. Let them choose!

First up, a topic close to my nerdy little heart- decision-making. We are doing it all the time, whether we are conscious of it or not. On the web, and on websites in particular, people are making decisions about YOU. If you are an online service-provider like me, your website can serve as the place where potential clients come to snoop around and see if you are worth paying for what you say you can do. Your social media presence also plays into this, of course- but if someone actually makes it to your website, on purpose, they are there to make a decision about you. Your website’s job is to help them do it. 

2. There’s no such thing as one size fits all

I’m a believer in “good fit” marketing (thank you Tad Hargrave) where the purpose of your copy is to help people make a decision about working with you (or not).  This means giving them all the information they need so that they can make the best decision for themselves. You may think that choosing NOT to work with you is a loss, but on the contrary, if someone is not a good fit, for whatever reason, it’s best for all concerned if they find someone else to work with.

3. Marketing can be authentic

A lot of the language in common use in the marketing/copy world denotes aggression, and dehumanizes the individuals we want to be working with. Here are just a few examples- email capture; target audience; campaign; dominate the market; persuade.

George Kao’s metaphor is much more in alignment with my values, and with who I want to be as an entrepreneur. His suggestion is that we look at marketing as friendship, and treat our audiences accordingly. 

Here’s what I think of when I view marketing as friendship:

• I am in a relationship with my clients
• I treat them with respect
• I am a good listener, and offer my advice from a place of helpfulness
• I can be myself
• We have things in common- values, passions, ideas
• I’m not going to ask you to do something you don’t want to do

4. Ethical Copywriting is possible

I find much of what goes on in the marketing and copywriting spheres really manipulative. I don’t want any part of it. There is a better way.

I certainly don’t have all the answers, but I’m a good researcher, and follow the lead of an organization doing really good work in this area.  Check them out here: The Ethical Move.

The Pledge

>   Put the person before the sale. Help them make the best choice for their needs, not yours.

>   Practice honest marketing. Tell the truth, don’t lie. 

>   Commit to transparency. Communicate clearly, don’t withhold information.

>   Take responsibility. Contribute to the betterment of your industry. 

>   Sell with integrity. Honour implicit, and explicit promises. 

>   Level the playing field. Recognize vulnerable segments. Don’t discriminate.