My Conscious Marketing Manifesto

My purpose is to use marketing as a force for positive change.

The days of simply pushing your product or service and expecting people to buy it are over. Nowadays, consumers are more informed and savvy than ever before. They know the difference between good and bad, they can smell fake from a mile away, and they're not afraid to tell their friends about their bad experiences.

This means that if you want to succeed in business today, you need to be able to provide something truly exceptional. You need to connect with your customers and build a relationship with them!

I follow a new approach to marketing that will change the way you do business. It's called conscious marketing, and it's based on the belief that you can use your company's products and services to make a positive impact in the world.

“Marketing should be fun, impactful, human.”

— Fab Giovanetti

Definition

Conscious Marketing — building something so fundamentally good and compelling right into the heart of your business, products and services that people simply want to join your business community to spread the word.

The Conscious Marketing Shift

Here are eight conscious marketing principles that guide my work:

#1 From profit-driven to purpose-driven

Profit-driven marketing and advertising campaigns dominate the marketing landscape. Instead, purpose-driven marketing shows you're socially responsible and caring, an ethical company dedicated to humanity and the planet before sales.

#2 From company-centric to customer-centric

Company-centric marketing and advertising are all about telling people how brilliant they are. Yawn 🥱. Customer-centric marketing impels us to turn our attention to what’s most important to the customer. It taps into their own desires and needs, and it helps them to engage at an emotional level.

#3 From price-driven to value-driven

As customers, we love a bargain. But as business owners, we hate it. Instead of using price-driven tactics, I focus on marketing strategies that provide real value for the customers, such as that prices become irrelevant.

#4 From competitive to collaborative

From the minute we enter school, we’re taught to compete. We’ve been brought up in you a “you or me” world instead of a “we” world. If we could come together in a spirit of cooperation and collaboration rather than competition, it would put us all in a much better position. Imagine making the shift from competitive to collaborative marketing, where everyone looks out for everyone else and where word-of-mouth marketing ensures business (and personal) success for all.

#5 From interruption to attraction

Interruption marketing is rife. It happens on YouTube through ads that you must endure before every video you watch until you can skip it. Many people find interruption marketing very annoying, and it can surely damage a brand. Attraction marketing is about being a company with an offer that is so compelling, so different, so needed, and so desired that people talk about you and actively seek out your business.

#6 From complex to simple

Many companies offer a complex array of products and services that can be bundled and unbundled, each with complex conditions, obligations, and binding lock-in clauses. Simplicity is all about making it easy for your customers to make choices to buy, switch, leave and stay will be the ones to win hearts.

“Simplicity is the ultimate sophistication.” — Leonardo Da Vinci

#7 From duplicity to honesty

Much marketing and advertising bend the truth. Honest marketing is ethical, truthful, transparent and congruent. You promise a product, service or experience that you absolutely know you can deliver.

#8 From fear to love

Fear of missing out, fear of not being good enough, fear of your neighbour having more, fear of not being beautiful enough, thin enough, loved enough. So many advertising messages focus on triggering people’s pain points in order to make them buy something. It’s time to unlearn fear and learn love. Positive marketing never uses fear to manipulate. It is authentic and real. It spreads love and joy, and it leaves people feeling warm-hearted and affectionate towards your brand, even if they don’t buy from you.

Marketing is the most successful ingredient to building a conscious business.

If you believe that a more conscious and aware life is the way forward, both personally and professionally, we can explore the idea of Conscious Marketing and what it might mean for you and your business.

Are you ready to make the change?