Welcome to a marketing strategy that’s not just about selling; it’s about genuine connections, ethical practices, and making a positive impact on your clients and the world. As a Humane Marketer, you’ve always believed that marketing should be a force for good, and a Marketing Canvas (or our One-Page Marketing Plan) is your tool to bring this vision to life. In this article, we will dive deep into the concept of the Marketing Canvas—a human-centric approach that replaces cold sales funnels with a warm and ethical framework designed to resonate with your ideal clients, all while staying true to your values and revolutionizing the way you market. Ready?
What is a Marketing Canvas?
Before we dive into the details, let’s establish what a Marketing Canvas is and why it’s so crucial for your journey as a Humane Marketer. Think of it as a visual representation of your marketing strategy, much like an artist’s canvas waiting to be filled with vibrant colors and meaningful strokes.
In the world of traditional marketing, you might have come across complex sales funnels and customer personas or leads. As a Humane Marketer, these terms don’t resonate with you. Instead, you embrace the concept of a Gentle Sales Path and ideal clients (see our Humane Marketing Words Glossary). The Marketing Canvas takes this philosophy a step further by providing a holistic view of your marketing efforts.
After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There’s no opt-in. Just an instant download.
The Traditional Marketing Canvas
If you google ‘marketing canvas’ and look for images, you’ll find 1-Page visuals with many different rectangles which each have a different title with marketing lingo such as ‘Acquisition’ and ‘Activation’. Don’t get me wrong, it’s a great tool, but it only works for some people. For others, mainly the right-brainers, they feel intimidated with this approach.
How is the Humane Marketing Canvas Different?
First of all it looks very different. Instead of rectangles, I chose the form of a Mandala to represent the 7Ps of Humane Marketing.
A mandala is a creative process that helps you find your center, and bring more of you to the world. And that’s exactly what Humane Marketing – or Marketing Like We’re Human is all about.
It also uses more simple language… and it is beautiful and therefore appealing to people who use their right brain and intuition more often.
What are the Words (all starting with a P) that are represented in the Humane Marketing Canvas?
As a conscious entrepreneur, being of service and making a difference is your driving force. This means that your main objective with marketing is to be of service to others all while running a successful business & making money. You get clarity about your WHY, so you can confidently communicate your passion to the people who you want to serve.
Your uniqueness only fully comes to life (and to your business) once you have a deep understanding of your unique super powers.
You don’t need to be liked by everyone; you just need to resonate with your kind of people. So let’s work on finding out who and where they are. How do they think? What do they wear? Which Youtube channel do they watch? Which books do they read? What language do they use? Do they have the same values as you?
This is where we build a product or service that is so good, so compelling, so unique that people simply will want to buy. Define the value that you offer to your client – tangible and intangible value.
Pricing is key for any business, but in Humane Marketing, we align value creation with fair pricing to create win-win-win situations. There’s a win for the client, a win for you, and a win for the world. Your result is satisfied clients who always receive value for their investments.
Communicate With Confidence & Vulnerability. By consciously marketing from the inside out, the promotional activity becomes almost effortless. This is where ‘daring to be different’ with vulnerability and authenticity is so essential.
It takes a village… to build a business. Isolation can leave you feeling anxious, lonely or second-guessing your business moves! As conscious marketers we believe in collaboration and make relationship building a priority in our business and marketing model.
How Do I Fill Out My Marketing Canvas?
To integrate the 7Ps of Humane Marketing, I created a simple One-Page Marketing Plan (aka the Marketing Canvas), which is available to download.
You can get your copy of the One-Page Marketing Plan of Humane Marketing and have the questions below sent to you in a daily email with a copy of the One-Page Marketing Plan Mandala.
Fill out the One-Page Marketing Plan every time you create a new service, program, or workshop; it helps you get very clear about how you will communicate and market it.
The plan will also help you align with who you truly are.
When you’re aligned with your authentic self, there is no fear, and marketing will be easy and fun.
Here are the questions on the One-Page Marketing Plan:
On your One-Page Marketing Plan, write the answer to the following question in the first pie piece of the Humane Marketing Mandala:
- Why are you passionate about bringing this new program, workshop, or service to your audience?
Passion is contagious, and people can really feel it when you’re passionate about your work. Reflect your passion within all your communications.
On your One-Page Marketing Plan, write the answer to the following questions in the second pie piece of the Humane Marketing Mandala:
- Who are you, really? Which personal stories can you tell to market this new service/product?
- What are your superpowers? Are you sharing them clearly?
- What are your values? How can you integrate them in marketing this new service/product?
- Which of your imperfections are you ready to share with the world?
The traditional version of the 7Ps of Marketing discussed client avatars or target audiences.
I like to call them “my people” because we genuinely do our best work if we work only with our ideal clients.
On your One-Page Marketing Plan, write the answer to the following questions in the third pie piece of the Humane Marketing Mandala:
- Who would love this new offer?
- Whom are you best aligned with?
- Who shares the same values as you?
- Who gets you?
Get into your ideal client’s head and emotions, and use words that describe them and that would resonate with them.
More than ever, today’s customer pays attention to beauty and design. Big, ugly headlines urging you to “buy now!” are a thing of the past.
What matters today is how your offer combines utility with significance.
On your One-Page Marketing Plan, write the answer to the following questions in the fourth pie piece of the Humane Marketing Mandala:
- Is your product/service description of this new program aligned with your passion, ideal client, and values?
- Does your new product or service reflect your unique personality and superpowers?
- Is your offer beautiful and well-designed?
- How can you position and design your product (service) so that your ideal client gets it?
On your One-Page Marketing Plan, write the answer to the following questions in the fifth pie piece of the Humane Marketing Mandala:
- What’s a fair price for this new product or service?
A fair price means that you don’t overcharge or undercharge.
- Do you have different options for different budgets available?
For example, could you offer a group program of the same service to make it more affordable for some people?
- Is your pricing congruent with your values?
Promotion is where we take the “less is more” approach. You need not be everywhere.
On your One-Page Marketing Plan, write the answer to the following questions in the sixth pie piece of the Humane Marketing Mandala:
- What type of content will you create to share about this new offering? In which format? Blog posts, videos, podcast episodes, or something else?
- What is your social platform of choice to communicate this new offer to your ideal clients?
- Which vehicle will you use to get your offer in front of more people? Networking, ads, podcast guesting, summits, or something else?
- Did you ditch the “shoulds”?
If you’re conscious of constantly marketing from the inside out by reminding yourself of your passion, personal power, and people, then the promotional activity becomes almost effortless.
We are daring to be different; using vulnerability and authenticity are essential.
For far too long, I used my introversion as an excuse: “I’m an introvert. I can build this business by myself.”
If I had to start over, that would be the one thing I’d do differently: I’d start to find partnerships and collaborations to help each other’s business grow!
On your One-Page Marketing Plan, write the answer to the following questions in the seventh pie piece of the Humane Marketing Mandala:
- Who could you ask for feedback and offer feedback to on one of their offerings in return?
- Who could you ask to help you share this new offering?
- Are you reaching out to two people every day?
To build a thriving business, you need other people. Make collaboration with others a priority.
Integrate The New 7Ps of Marketing of your Marketing Canvas
I love that the Latin root of the word “integrate” is “integrare,” which means “to make whole.”
Once you’ve explored the One-Page Marketing Plan, you are ready to make a difference, reach more people, and touch their lives profoundly.
You also understand that learning about yourself and your unique strengths is an ongoing reflection and requires you to go deeper into some topics.
To truly integrate, you can color your Humane Marketing Mandala whilst reflecting on the following questions:
- What does it feel like to market from within?
- How are you connecting (marketing) differently after applying the 7Ps of Humane Marketing?
- How are you going to be more yourself in your marketing?
Get Your One-Page Marketing Canvas
In conclusion, the Humane Marketing Canvas is your artistic palette to paint a more humane and meaningful marketing picture. It’s not prescriptive and instead aligns perfectly with your values and your mission as a Humane Marketer, putting people and ethics at the forefront. As you embark on your journey to revolutionize marketing, remember that you’re not just a marketer; you’re a catalyst for positive change, one canvas at a time. Download your copy of the One-Page Marketing Plan here
Other Resources You Might Enjoy
Podcast episode: Conversations about the 7Ps of Marketing with Penney Peirce, Clairvoyant (recorded in June 2020, when Humane Marketing was still called Gentle Marketing)
Podcast: The Humane Marketing podcast, conversations with guests, organized around the 7Ps of Humane Marketing
The One-Page Marketing Plan (email opt-in)
The Humane Marketing Glossary: Humane Marketing Words we love
Manifesto: The Humane Business Manifesto (no opt-in)
Creed: The Humane Marketing Creed (no opt-in)
The Humane Marketing Circle is our community of Humane Marketers.