Conscious Marketing: How to Create an Awesome Business with a New Approach to Marketing

What are the communities that you impact? How do you engage with them? How do you work with them so everybody wins? How do they become your most powerful advocates so you never have to adopt push- and mass-marketing tactics ever again?

Conscious business leaders understand that a sustainable business is built on purpose and people (and the planet) before products and profit.

There's a long list of inspirational Certified B Corporations you can research too; visit www.bcorporation.net

What problem am I really solving for the client? What type of value does my service offering create? What unique insights, experience, resources or connections can I offer to clients? What would it cost the client not to solve the problem they have? Is the value of the outcome greater than the cost of what you are fixing for them?

The deeper you understand your clients and how you can make a difference to their business, the more trust is engendered, the more value you can offer and the more money you can ask for.

So how do you sell your value rather your time? There's a great little fable called ‘Breaking the Time Barrier' written by Mike McDerment, co-founder and CEO of FreshBooks.

Going beyond demographic characteristics to understand the concerns, behaviours and aspirations of your ideal client is the secret ingredient to conscious marketing.

A company that takes an ‘anyone will do' approach or that focuses purely on the functional and rational attributes of their target market is destined for failure. On the other hand, the company that focuses on the internal stuff, the emotional and spiritual needs of the customer, will be impossible to emulate.

In today's cluttered and noisy marketplace, if you don't actually spend the time testing and listening (repeatedly) it will be nigh on impossible to build a product or service that fills a need, unless of course you have megabucks and can use manipulative mass-marketing tactics to create false needs.