The power of ethical marketing
What is it and should you be doing it? (yes, a thousand times yes!)
Well hello from the Freelance-a-lot files. Where I talk about life as a freelancer.
And I have a question for you today. Do you market ethically? Wait, lemme take a step back. Do you know what ethical marketing means?
I’m talking about it today because it seems to me, it’s even more important than ever. And if you’re not marketing ethically, then you should be. Because the world is on fire right now and having a moral backbone is the only way we fix it. Together. In every walk of life.
So maybe you’re thinking: “Ethical marketing? Isn’t that just a fancy way of saying ‘don’t lie’?” Well, yes and no. There’s a bit more to it, and by the end of this read, you’ll not only get it but also be ready to sprinkle some ethical glitter on your own marketing strategies. And off we gooooooooo!
What the rinky dink is ethical marketing?
Ethical marketing is all about promoting products and services in a way that’s honest, transparent, and respectful. Treat your customers the way you want to be treated. No sneaky tactics, no misleading claims, no clickbait or false urgency. Just good old-fashioned honesty. Marketing with a conscience. 🌟
Why Should You Care About Ethical Marketing?
Ethical marketing isn’t just about doing the right thing (though that’s a big part of it and if you don’t want to do the right thing then go take a long hard look at yourself). Ethical marketing is also a smart business move. Here’s why:
It builds trust: Consumers are more likely to trust a brand that’s transparent and honest. Trust = loyalty.
It enhances reputation: A good reputation is priceless. Ethical practices make your brand shine and stand out amongst the sea of shady businesses.
It has long-term gains: Ethical marketing can lead to sustainable business success. Going viral won’t give you overnight success and if if it did, how would you keep that consistent? It’s a marathon, not a sprint.
Principles of ethical marketing
Let’s break it down. Here are the core principles of ethical marketing:
Honesty and Transparency: Always be truthful about what your product can and can’t do. Don’t lure people in with false promises or misleading claims.
Fairness: Treat all your customers fairly. This means no exploiting vulnerable groups and no shady pricing tactics.
Social Responsibility: Think about the bigger picture. How does your marketing impact society and the environment? Be kind. Fight for what is right. Don’t stay silent when you see others being treated unfairly and you have a voice.
Respect for Privacy: Safeguard your customer’s data like it’s your own. No creepy data mining, okay?
Integrity: Keep your promises. If you say you’ll do something, do it. If you mess up, be accountable.
How to implement ethical marketing in your business
Now, here’s where the rubber meets the road. How do you actually do this in your own business? It’s about more than words. You can have a really fancy statement on your website but if you don’t actually put it into practice, it means nothing.
Here’s my approach:
I am clear with everyone I work with on how I work so they know what to expect from me, how and when I am contactable, when I invoice etc. No surprises.
Although I have a standard day rate, I quote for each job separately, as I try my best to work with different budgets. I direct people to my contact page where they can fill in a short questionnaire about what they’re looking for and it includes average prices for certain types of job. This way, people will have a ballpark figure to work with. Again, no surprises.
If I’m not the right fit for a job, I do my best to advise or to signpost to someone else. I don’t promise something I can’t achieve and I don’t leave people at a dead end. I’ll do my best to help.
I reply to people within 2 business days.
I don’t use overly negative copywriting techniques. I don’t believe in making people feel so bad about themselves or their lives that they need a certain product or service. I’d rather sell the dream, the ease, the hope, than berate an audience.
I don’t use fake sales, offers or false urgency.
I try to be as inclusive as possible, so I work with modes of communication that are best for the client. Don’t want a zoom call? Cool, we don’t have to have one. Prefer email? Excellent, I can do that. Too busy to meet this week? No problemo.
I support social causes that are important to me. Indie Biz for Change is a community of entrepreneurs using their businesses to create positive social impact. Right now, they're teaming up with talented community members who've generously donated digital products. When you purchase one, 100% of the proceeds go directly to the International Rescue Committee.
I also support The Dementia Choir and The British Heart Foundation.
I have a section on my website that tells you how I use AI in my business.
The benefits of ethical marketing
Alright, let’s wrap this up with the cherry on top. What’s in it for you? Here’s what you get when you embrace ethical marketing:
Increased loyalty: Customers stick around when they know they can trust you.
Positive word of mouth: Happy customers love to spread the word. It’s like free advertising!
Higher sales: Ethical practices can lead to increased sales. People love to support brands that do good.
Ethical marketing isn’t just a trend; it’s a fundamental shift in how we approach sales and promotion. It’s about being honest, fair, and responsible. And trust me, your customers (and your conscience) will thank you for it.
Now go forth and sprinkle that ethical magic on all your marketing efforts! ✨
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