Is There Such a Thing As Ethical Marketing?
I took a writing break over the holidays.
This gave space for me to ask the question—what is this blog for? Is it helping you get your creative work into the world, or is it just filling cyberspace with more meaningless “content” to feed the algorithms? If it’s the latter, it’s not worth doing.
This is true for your marketing too. As a creative, it’s highly likely you aren’t interested in filling the world with meaningless ‘likes’ either.
So what is effective ethical marketing, anyway? Effective in that it helps you get your work into the world, ethical in that you tell the truth and your marketing by itself adds value.
ChatGPT summarizes ethical marketing as: showing how a product or service addresses needs, solves problems, or enhances the lives of your customers.
Art can solve problems and address needs, but it’s best at enhancing life. So what marketing do you need to do to show your people how your work enriches their lives?
It’s a 3-phase approach: Find your people, make relationships, and help them buy. So over the next few months I’m going to give you step-by-step guidance about how to do this.
Because your work matters, it makes sense to market it in a way people can understand its value. To them.