WHAT IS ETHICAL MARKETING?

The current marketing ethos is steeped in the idea that our customers are either stupid, problem-ridden, nitwits, or have extreme ADHD. The primary method of reaching and selling is to SHOUT, shame, manipulate or some combination of the three.

Even in the new era where platforms like Facebook and Instagram are trying to build positive user experiences, we see these themes still, albeit a little bit gussied up or re-framed with a bit of humor to soften the blow.

The idea that the loudest voice wins may have worked in the past, but at what cost for our clients? What about our reputation? Wellbeing? Stress levels? What’s at stake for us as the ones doing the marketing? It's our integrity. Energy. Vocal cords. Sanity.

Aside from the obvious problematic nature of this method, it’s no longer effective. Recent studies in marketing show that individuals are savvier than they have ever been before, capable of spotting and negatively reacting to phony advertising a mile away.

Understanding this, I applied my all-time favorite question to the problem: What if there was another way? What if there was a way that approaches the activity of marketing from a different perspective, one that is as just as, if not more so, effective?

My belief and experience was this: A marketing journey rooted in integrity and un-obnoxiousness helps us connect with our ideal clients from a place of trust and mutual respect rather than despair or manipulation.

After years of trial and error, seeking out people much smarter and wiser than myself, and integrating all that we learned while building out Wholesale Solar’s marketing, I developed a methodology that I believe fits the bill.

I call it Ethical Impact Marketing. It is based on the philosophy that our customers are whole, capable, well-resourced individuals with rich life experiences, conscientious decision-making processes, and high standards. It assumes that, as entrepreneurs valuing integrity, our product and services exist to bring positive change to our clients and humanity at large.

The thing about this method is that requires us to fully step into our own integrity and be willing to create and communicate from a place of total authenticity. (The funny thing is that this is ALSO the place we need to act from in order to build a business that is the true reflection of our greatest desires!) We are not here to shout about our wares into the machine in exchange for money- we are here to align with real PEOPLE via storytelling, forging trust, and relationship-building to create real change in the world.

Five Tenants of Ethical Impact Marketing:

• Create Positive Impact: We aim to connect and serve by creating positive impact rather than by eliciting business through manipulation
• No Ambiguity: If there is a possibility for misunderstanding how we will be re-connecting with them either via remarketing, email, text, etc - we state it explicitly. No tiny fonts or frustratingly complex language.
• Lead with Integrity: We are transparent and honest about our offerings, our expertise, and what is possible - we don’t over-sell.
• Trust is Grown: We become worthy of trust by delivering value and sharing our authentic experiences, transformation, and voice.
• No short cuts: Excellence now creates a powerful ripple effect for our reputation for years to come.

Ethical Impact Marketing is about Energy PLUS Action. Our intentions are guided by the 5 tenants of EIM and our Actions are guided by the 5 EIM Elements.

The actual implementation of an Ethical Impact Marketing system can be broken down into these five elements: The Map, The Avatar, The Ecosystem, The Encounters, and The Path. Each of these relates to various components of what will become the total experience through which customers come to know, like, and trust you and your message and be excited to work with you.

This pathway will be unique to you and your brand, interacting with your clients and potential clients in a way that lets them understand you, your story, your offering, and your essence.

This pathway is what will allow you to build such trust, authority, and goodwill with your audience that they truly would never want to work with anyone else.

Much of the work for creating your Ethical Impact Marketing system will be evergreen, living on for years and continuing to serve you and your potential clients as you continue to grow. As such, there is quite a bit of upfront investment in the form of time and energy to create the content and structure that will form your marketing system. I urge you to be diligent in this process now as it will have long-reaching effects on your business for years and years to come. Focus on excellence now, and you will reap the benefits for years to come.

Ready to learn about how the 5 Elements alongside the 5 Tenants actually fit together? I'll be posting weekly about each piece and linking below as I go.

Have any questions? I'd love to hear from you at bird@allie-bird.com :)