We’re so happy to feature a new book giveaway!
Please enjoy this excerpt from “The Gentle Marketing Revolution” by Sarah Santacroce.
There are 2 ways to enter to win a FREE signed hard copy:
- Leave a comment below with your email address (so we can contact you)
- Email us at KOMWriting@gmail.com with the Subject: The Gentle Marketing Revolution giveaway entry
Winner will be randomly selected on 2/15/21 and announced on our website and social media. *
Marketing has become a dirty word, a source of mistrust and a nightmare for many entrepreneurs.
But what if marketing didn’t have to be pushy, soul stealing and focused on hustle and hype? What if there was a way you could connect with clients authentically and in alignment with your values and still make money? What if purpose and profit could coexist in the business world? Enter The Gentle Marketing Revolution.
Structured around three phases of transformation that revolutionize the traditional P’s of marketing, along with thought-provoking questions to guide the way, Santacroce lays out the necessary steps to replace the old way of marketing with a way that is aligned with your values, your story and your own unique approach – with profound results.
You are in business to share your gifts with the world. “The Gentle Marketing Revolution” is the compass you need on your journey!
Excerpt: A personal story about getting lost in the online world
About five years ago, I turned forty and had my midlife awakening. I did some personal work with a therapist, and during one particular session, I told her, in tears,
“It’s so darn hard to be different!”
If I had to summarize my experience in business in one word, “different” would be it. Out of fear of being different or being rejected, I changed who I was and tried to be like everyone else in order to fit in.
I started to wear a mask.
With that mask on, I was so adaptable, and I blindly followed the advice of all the big marketing gurus out there. I tried a bit of everything.
- They told me to sell online webinars, so that’s what I did, applying their advice of using urgency and the fear of missing out (feeling like such a fraud while reading their script).
- They told me they made millions on their latest launch, so I bought their “launch system” (but never implemented it because I couldn’t bring myself to schedule four “cart-closing” emails).
- They told me they made millions (different gurus, same message) with Facebook ads, so I hired a coach to help me with Facebook ads and created a funnel (I’ll let you figure out how that one ended…).
- They told me to scale, to hustle, to go big or go home.
And the only thing that kept me going was the protection and safety of hiding behind my mask. Because without it, I was completely lost. Without it, I felt a deep existential anxiety. The feeling gave me hot flashes and knots in my stomach and kept me up at night.
But in that moment when I was crying in the ugly leather armchair in my therapist’s office, a seed was planted.
I was ready to come full circle and do marketing my way.
Together we can reinvent marketing
Like my parents created an alternative way of living together and raising children in a community (more about that in Chapter 2), we can reinvent marketing together. How? By helping each other find our way back to human-centric marketing that makes us and our clients feel good.
I don’t have all the answers. In fact, I’m still and always will be learning along the way—and catching myself when using phrases that include FOMO (fear of missing out) or false emergency. More than ten years of the old marketing training does that to you. It messes with your brain.
I have changed though. And so has my marketing. I’m showing up fully, quirks and all. I’m being Sarah, whether people like it or not.
And guess what? My people like how I show up!
And it’s not only in my business that I’m seeing the results of this transformation. I’m less stressed. I sleep better, and I make time for the things that truly matter to me, like yoga, nature walks, and time with my family.
But I’m getting ahead of myself.
Marketing is broken
“We need to move toward a human-centered marketing approach and stop doing stuff that people hate.” — Mark W. Schaefer
“The true north, the method that works best, has flipped. Instead of selfish mass, effective marketing now relies on empathy and service.” — Seth Godin
Right now, there’s something very wrong happening in the world of online business and marketing. Never before have entrepreneurs had easier access to create a thriving business and make a positive impact in the world. And yet, instead of using this incredible platform that we call the internet to make the world a better place, it’s being abused. Instead of helping consumers live better lives, serve clients, and connect people, it’s contributing to an ever-growing feeling of isolation and anxiety—on a global scale.
- Have you noticed that the number of emails with a promise of achieving a six- or seven-figure business has drastically increased over the past few years?
- Do you ever wonder when it became a common marketing practice to use false urgency (“Last call, you’ll never have this opportunity again”), manipulation (“Do this if you really want clients”), and wealth-signaling (“How I made $1,456,235 with one webinar”)?
- Have you ever doubted your own value and lacked the confidence to show up in your own authentic way because it made you feel less than, just another entrepreneur/coach/consultant/service provider with no interesting (or unique) value proposition?
Isn’t it interesting that with all the technology we have access to today (automated emails, mass webinars, chatbots, etc.), we’ve lost touch with the human connection? And isn’t it interesting that the internet was actually built to help foster this connection?
It’s true. That was the initial mission. To bring people closer together and give power to the customers, no longer letting companies dictate what we should consume.
So what happened? Well, entrepreneurs became the new companies, using mass-media techniques similar to those the big names used in the ’90s. Without being aware of what we were doing, we started using guilt, fear, false urgency, and manipulation in our marketing – maybe not in the same aggressive ways as the big internet marketing gurus, but certainly in subtle, almost unconscious ways to convince more clients to buy our products and services. We started talking AT our customers instead of WITH them.
So something got lost along the way.
It’s true that it wasn’t our fault. We didn’t do it on purpose. We’ve been trained to believe that that’s how it’s done if we want a successful business. And everywhere we looked, that’s what we saw. So we complied. We used the templates, success recipes, and “persuasion hacks,” and we gave up our authentic selves. We forgot that it’s all about the human connection.
The truth is this: The current marketing paradigm is broken. Again.
* By entering this contest, you give consent to Kind Over Matter to use your name for promotional purposes on our website and on all social media.