As a Changemaker you are driven by your passion and purpose – and wanting to make a difference in this world – and helping us all to change the paradigm. However, you may find yourself facing the challenge of marketing yourself and your services – a realm that might feel unfamiliar or even uncomfortable. This article is here to guide you through effective marketing strategies that align with your values, so you can authentically connect with your ideal clients and amplify your impact.
Embracing Authenticity: The Heart of Changemaker Marketing
Marketing for changemakers is not about flashy sales techniques or pushy tactics. Instead, it’s about building connections based on authenticity and shared values. Just as you are committed to creating positive change, your marketing should reflect your genuine beliefs and resonate with those who share your mission.
The 11-Step Strategy for Marketing for Changemakers
Marketing for Changemakers, Step 1: Start with Self-awareness
Usually marketing programs tell you to start with your client avatar. But I say ‘Forget Your Avatar and Start With Yourself’! Begin your marketing journey by understanding yourself deeply. Reflect on your values, story, and worldview. By embracing your authentic self and sharing more of you in your marketing, you attract supporters who resonate with your genuine passion. Not only is it rewarding to know who you truly are, but it’s also the best way to create a sustainable business that brings you only ideal clients who resonate with your worldview – without ever wearing a mask again.
In the Marketing Like We’re Human book, I call this stage ‘RUMBLE’.
In The Inner Development Goals framework (similar to the SDGs, but starting from within) it’s called BEING.
A few tips on how to nurture this relationship to self:
- Reflect On Your Values and Beliefs
- Explore Your Authentic Interests and Passions
- Find Out How You’re Wired
- Listen to Your Body
- Think Deeply About Your Definition of Success (more on that below)
Read this post on ‘how to find your authentic self as an entrepreneur’.
Marketing for Changemakers, Step2: Balance Passion & Profit
I’m convinced that this time around, the change comes from bottom up. It comes from us, the Changemakers, the Freelancers, the Solopreneurs. And our work will make an impact, a ripple effect. That’s why we need to take care of ourselves, build sustainable businesses and not burn out by overworking, with the excuse that we are so passionate about the work we do and driven by a mainstream idea of success. I’ve seen it too many times. That too, is part of the new paradigm: a different relationship to work. So let’s be role models and find this delicate balance between passion and profit. Because I believe it’s possible!
From the Humane Marketing Creed: We run our business to make a positive difference and to support ourselves financially. Similar to B Corporations, we balance purpose and profit. We are here to serve, but we are not martyrs. We are in business.
Marketing for Changemakers, Step3: Overcome the Discomfort of Self-Promotion
Many changemakers are passionate about their causes but may feel uncomfortable promoting themselves. I get it. It’s not about you, it’s about the message. But you are the messenger, and you need to be heard! And in order to get heard and seen, it’s important to get more comfortable with ‘selling yourself’. The key lies in positioning yourself as a human expert with humility and integrity.
Here are some tips for overcoming the discomfort:
- Don’t brag, tell stories instead (read this post on how to connect through your story)
- Listen deeply
- Partner with others who will happily promote you
- Become part of a community
Read more about self-promotion for Changemakers, especially if you’re introverted.
Marketing for Changemakers, Step 4: Identify Your People
Shift your focus from chasing clients to resonating with ideal clients. Craft solutions that align with your mission and values. Understand your ideal client’s thoughts and emotions, and empathize with them on a profound level.
Here are a few questions to help you identify your people:
- Whom are you best aligned with?
- Who shares the same values as you?
- Who gets you?
- Who would love your offer?
These questions are an excerpt from the 7Ps of Humane Marketing One Page Marketing Plan. You can get your copy here.
Btw, this also applies if you are a Changemaker who’s working on the organizational level. Organizations are made of people, and they have a certain culture. So just apply the above questions to organizations to find out which type of company is aligned with your worldview.
Marketing for Changemakers, Step 5: Craft Your Unique Value Proposition
Let’s say you’re looking for a graphic designer. You have three choices: a super cheap one, who’s main differentiator is that she’s cheaper than anyone else, or two similarly expensive ones. Both have great skills and experience, which you can see from their portfolio. But one of the two also aligns with your values. You can tell because she’s the author of the book The Human Centered Brand. Her name is Nela Dunato, and you end up hiring her for your rebrand from Gentle Marketing to Humane Marketing. 🙂
That’s the power of the Unique Value Proposition: resonating with YOUR ideal clients. So when you think about your offer, go beyond the features and benefits. In terms of skills, Nela probably has the same skills, uses the same programs, and has access to the same fonts and colors as the other designer. But she didn’t just describe her offer. She brought her unique values and her perspective into the equation, which made her offer irresistible to me.
How do you solve your client’s needs, and how is your offer unique and different from all the other changemakers who offer the same thing?Here are some questions to help you come up with your Unique Value Proposition (excerpt from the Selling Like We’re Human book):
- What problem are you solving for your clients?
- How do your core values make you and your business different from your peers?
- How is your offering different from all the other potential solutions?
- What unique perspective do you bring to your area of expertise? What have you done before coaching that helps you today?
Also, when you think about your Unique Value Proposition think about what your client wants, not what they need.
P for Product is the fourth P of the 7Ps of the Humane Marketing Mandala. It also stands for services, but that didn’t start with a P 😉
Marketing for Changemakers, Step 6: Use Language That Your Clients Understand
This is a big one! A Changemaker (or Change Agent) brings change, that is your calling and your role. And… I’m going to give you another role: translator and bridge-maker. That’s right. While you might already live in the new paradigm, the new world we’re all so desperately wanting to create, your clients, they still often live in the old paradigm. They speak another language, one that’s coming from the left-brain and includes ROIs and KPIs and other popular acronyms. I’m not telling you that you should use those, but I do invite you to be very mindful about the words you chose to describe your offering. You need to pick them up in their reality. It’s similar to the above point I made about positioning your offer in a way to give clients what they want, not what they need.
Here’s an example:
Meet Julie, a dedicated Changemaker. Julie is a passionate environmental activist, committed to reducing plastic waste and promoting sustainable living. She’s dedicated to her mission of creating a greener world and believes deeply in the importance of her cause.
However, Julie often faces a challenge when trying to engage with potential clients or partners who come from more traditional business backgrounds. These individuals are accustomed to the language of business metrics and financial returns, which can seem worlds apart from Julie’s vision of a plastic-free future.
The Translator and Bridge-Maker Role: Recognizing this gap in communication, Julie takes on the role of a translator and bridge-maker. She understands that to convey the value of her eco-friendly products and services to her potential clients, she needs to speak their language. Instead of bombarding them with environmental jargon and concepts like “sustainability” and “carbon footprint,” which may not resonate with her audience, Julie carefully selects her words. She talks about how using her products can lead to cost savings and improved efficiency for businesses, emphasizing the economic benefits. For instance, instead of saying, “Reduce your carbon footprint with our products,” Julie might say, “Optimize your operations and save on costs with our eco-friendly solutions.”
Building Bridges to the New Paradigm: Through this approach, Julie creates a bridge between her vision of a greener world and the practical concerns of her clients. She shows them how they can align their goals for profitability with the larger goal of sustainability, effectively translating her message into a language they understand.
Marketing for Changemakers, Step 7: Shape Your Online Presence
Your website is your digital home. One of the first marketing activities you’ll do when you start out as a Changemaker, is to build your website. A website allows you to showcase who you are, your Unique Value Proposition and your services, making it easier for clients to find and connect with you.
Many new business owners and changemakers underestimate the work behind the website. It’s not just about how it looks (logo and design). The true value of the website is that it effectively communicates who you are, whom you serve and how you serve them. It’s by spending time on what I’ve described above that you will get that clarity and understanding.
Steps in the website building process:
- Write down your story. Who are you? The true authentic you? What’s your worldview? How did you become who you are today and how does that relate to your ideal client? That’s the content for your About Page.
- Identify your people: Who are you trying to reach? What are their needs and what’s their current situation? Understanding your people is essential to create a website that resonates with them.
- What’s your Unique Value Proposition? How are you different from other entrepreneurs? What’s your offer, your life’s work, your craft. That’s the content for your ‘work with me’ page.
- Keep it simple and user-friendly: Your website should be easy to navigate and understand. Avoid clutter and unnecessary elements that can distract from your message. Use clear and concise language to communicate your offerings and value proposition.
- Showcase your expertise, your skills, experience, and credentials. Use testimonials, case studies, and success stories to demonstrate your track record of helping clients achieve their goals.
- Incorporate calls to action: Your website should include clear calls to action that encourage visitors to take action, such as signing up for a free consultation or subscribing to your email list.
- Invest in professional design and development: If you don’t have the skills or expertise to design and develop your website yourself, consider hiring a professional. A well-designed and functional website can be a great investment in your business.
Listen to this episode on the Humane Marketing Podcast: Websites for Coaches: Everything You Need to Know
A website is part of the Promotion, which is the sixth P of the 7Ps of the Humane Marketing Mandala. You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here.
If you really don’t want to bother with a website, I’ve worked with clients before who did great with a well written LinkedIn Profile.
Marketing for Changemakers, Step 8: Create a Free Offering
People buy from people whom they know, like and trust. I’m sure you’ve heard this before. People want to get a sample of your work before they buy.
If you’re a Changemaker who sells to individuals
you’ve probably heard of the term ‘lead magnet’. Here at Humane.Marketing we use the term signpost instead. A signpost is a milestone on the Gentle Sales Path (see below). Your path includes several signposts that let’s your client get more familiar with your work and get closer and closer to your Serene Garden, which is where you have your Gentle Sales Conversation.
This free offering, or sign post, can be many things (below is a list of ideas). As your client moves up the Gentle Sales Path, the sign posts should get more and more ‘intimate’ and personal. So someone might start out by downloading your free offer on your website, then receive your emails and listen to your podcast. Eventually they’ll attend a live workshop with you, and from there you could invite them to a 1-on-1 call.
Ideas for signposts:
- a free audio or video course
- podcast episodes (your own or where you’ve been a guest on)
- your book
- a free monthly meditation session
- etc. etc.
If you’re a Changemaker who sells to organizations
If you’re selling to organizations, the approach is similar, but a bit more tailor made.
Here’s an example:
Maya is a Mindfulness Coach. She introduces “The Workplace Wellness Workshop” as a signpost on her Gentle Sales Path for organizations. This offering is designed to give businesses a taste of the benefits of mindfulness in the workplace and to build a foundation for future collaborations.
What’s Included in the Workplace Wellness Workshop?
- Introductory Webinar: Maya conducts a live introductory webinar that provides an overview of the benefits of mindfulness for workplace well-being. This webinar is open to HR managers and company leaders.
- Customized Stress-Reduction Sessions: Maya offers a two stress-reduction group sessions tailored to the organization’s needs. These sessions are conducted online and are designed to help employees manage stress and enhance their mental well-being.
- Employee Feedback and Assessment: Maya includes a feedback and assessment component, where participating employees can provide insights into their stress levels and the impact of the workshop. This data will be valuable for organizations to understand the potential benefits of a more extensive mindfulness program.
- Access to a Mindfulness Toolkit: Maya provides access to a digital toolkit that includes resources such as guided meditation recordings, mindfulness exercises, and tips for incorporating mindfulness into daily work routines.
- Follow-up Consultation: After the workshop, Maya offers a follow-up consultation with HR managers or company leaders to discuss the workshop’s impact and explore the possibility of a more comprehensive mindfulness program for the organization.
Apply for a Free Offering Discussion with me
Yes, you guessed it, this is MY free offering. Every month I reserve 5 slots in my schedule to talk to Changemakers about their free offering (or anything else regarding Humane Marketing and Conscious Business). By filling out this form you help me understand a bit more about your business and what you’d like to talk about.
Marketing for Changemakers, Step 9: Create Content that Connects
Maybe you have heard of ‘Content Marketing’. By creating valuable and informative content, you can establish yourself as an expert in your field and build trust with your ideal clients. Writing about your topic of expertise allows you to stay top of mind with them.
There are many different types of content you can create. Blog posts are a popular choice, as they allow Changemakers to share their knowledge and expertise on a particular topic. Videos are also effective, as they provide a more personal and engaging way to connect with your potential clients. When coming up with content, divide your expertise into three to five main topics and then always write about those. You want to be known for those content pillars. A minimal viable content strategy is also part of the Promotion, which is the fifth P of the 7Ps of the Humane Marketing Mandala. You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here.
Marketing for Changemakers, Step 10: Create Powerful Partnerships
Working together in partnerships can make your impact much bigger than if you were working alone. When you team up with other Changemakers who care about the same things, your influence can reach much farther and make your combined efforts stronger.
Teaming up with others has many benefits:
More Skills: Working with people who know different things can help you solve harder problems better.
More Resources: Partners can share things like money, tools, and ideas, making your work easier.
More People Reached: When you work with others, your ideas can reach more communities and groups.
New Ideas: Teaming up with different people can help you come up with even better solutions to problems.
Stronger Voice: When a bunch of people work together, they can speak louder and get more attention for their ideas.
Learning Together: You can learn from each other and grow faster by sharing what you know.
Lasting Impact: When you work as a team, your efforts can have a bigger and longer-lasting effect.
Help in Tough Times: When things get hard, your partners can support you and help you keep going.
Partnership is the 7th P of the Humane Marketing Mandala. You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here. Listen to this episode on the Humane Marketing Podcast: 10 vital business relationships
Marketing for Changemakers, Step 11: Social Media with Intention
Did you notice how I’m listing Social Media at the very bottom? It’s intentional. Many entrepreneurs believe that Marketing = Social Media. But that couldn’t be farther from the truth. Yes, once we have the previous steps in place you are ready to use social media posts to share short, bite-sized pieces of content, such as motivational quotes or tips, as well as longer-form content such as blog posts or videos. But the times where one could build a business only on Social Media are over. So invest time in the previous steps first.
And then choose the social media platform that resonates with your values and ideal clients. Many of my clients choose LinkedIn as it’s the most professional and high-level platform of all the social media channels. With my background of running a LinkedIn Consultancy for over 10 years, I confirm this choice and see many Changemakers making a great impact on LinkedIn.
Are you new to LinkedIn? Here are a few quick wins:
- Improve your LinkedIn Profile’s About Section (hire me for a LinkedIn Profile Review, I’ve done hundreds of them)
- Add more strategic connections
- Start commenting on other people’s posts
- Start sharing your own content
- Don’t underestimate the power of personal outreach via the LinkedIn messenger
Or, if you’d rather not be on Social Media at all, read this post on the topic of Marketing without Social Media
Empower Your Impact with Authentic and Humane Marketing
As a changemaker, your marketing journey should be a reflection of your dedication to creating a better world. Embrace authenticity and shared values, and you’ll attract supporters who align with your vision. By implementing this 11-step strategy, you will stand out as an authentic and impactful force for change, fostering connections that resonate and amplify your influence.
Conclusion
Marketing for changemakers is not about compromising your values; it’s about enhancing your reach and influence while staying true to your mission and values. Embrace authenticity, connect with like-minded individuals, and empower your impact with marketing strategies that reflect your dedication to positive change.
Like I always say on every podcast episode:
We are Changemakers before we are marketers. Now go be the change you want to see in the world!
Apply for a Free Offering Discussion with me
Yes, you guessed it, this is MY free offering. Every month I reserve 5 slots in my schedule to talk to Changemakers about their free offering (or anything else regarding Humane Marketing and Conscious Business). By filling out this form you help me understand a bit more about your business and what you’d like to talk about.
FAQs about Marketing for Changemakers
1. Can marketing truly align with the values of a changemaker?
Absolutely. Humane marketing strategies resonate with your values and mission, allowing you to connect with supporters who share your passion for change.
2. What if I’m uncomfortable with traditional marketing tactics?
Humane marketing for changemakers is about staying true to your values. You can choose strategies that align with your beliefs and engage with your audience genuinely. Stay clear from these unethical marketing strategies and follow your intuition instead to do the right thing.
3. How can I effectively share my story through content marketing?
Craft content that reflects your journey, values, and mission. By sharing your authentic story, you’ll engage your audience on a deeper level.
4. How do I find communities of like-minded individuals?
Look for online forums, social media groups, conferences, and events related to your cause. These platforms connect you with others who share your passion for change.If you’re looking for a community around Humane Marketing, check out our Humane Marketing Circle.
Other Resources You Might Enjoy
Blog post: Unlocking the Power of Human Marketing: Strategies for Success
Blog post: Marketing Without Social Media
Blog post: Authentic Relationships: How to Be Human in Business
Blog post: Find Your People in Business
Blog post: Empathy in Marketing
Blog post: 7Ps of Marketing – Improved for Heart-Centered Marketers
Blog post: The Humane Marketing Glossary: Humane Marketing Words we love
Podcasts
Podcast episode: Find Your Why Using the 17 SDGS6 Episodes about the current paradigm shift and how this relates to the 7Ps of Humane Marketing, with Penney Peirce, a respected clairvoyant empath, visionary
Downloads
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- Transparency, Penney Peirce
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
Community
The Humane Marketing Circle is our community of Humane Marketers.
