Marketing is the lifeblood of your business. You could have the most innovative product or impactful service in the world, but if you don’t know how to get it in front of the people who need it, your business will struggle to survive, and your community will remain underserved. For social entrepreneurs, whose mission is to create meaningful change, good marketing is not just a tool for growth; it is a moral imperative, a means of amplifying positive impact.
Good Marketing Changes Culture.
The best ideas aren’t instantly embraced. Because the best ideas spark significant change -- they fly in the face of status quo, confronting entrenched beliefs, and sparking social change. But inertia is a powerful force, and change is risky. So your most generous and insightful work needs help finding the people it’s meant to serve. Your most successful work will spread because you designed it to. But it won't do that by accident.
Good Marketing Shifts Paradigms.
Good marketing is not about manipulation or pushing a product; it is about creating the conditions for your ideas to take root and spread. As a social entrepreneur, you’re not just selling a product; you’re selling a vision for a better future. The best work spreads not because it is forced upon people, but because it resonates deeply with their values, inspiring them to take action. This is why good marketing is essential for cultural change—it connects your mission with the hearts and minds of the people you aim to serve.
Marketing is One of Your Greatest Callings.
As a social entrepreneur, you are in the business of making change happen. Marketing is a chance to change our culture for the better. It is a chance to serve, and it is the work of positive impact. Good marketing is an opportunity to serve others by showing them a new possibility that is aligned with their deepest values and highest aspirations. It’s a calling to improve the world and cultivate a culture of empathy, compassion, and social responsibility.
Ideas that Spread Win.
You have something to offer that can truly help people, and it’s your duty to let as many people as possible know about it. You can’t make things better if you can’t spread the word. Good marketing enables your message to reach the right people at the right time. It is about making the impact you seek to make, and leaving the world a little better than you found it. And it creates a culture and community of like-minded people who want to be a part of the journey. Good marketing is about creating a ripple effect of positive social change.
Good Work Deserves Good Marketing.
If your cause, community, and creativity are worth sharing (and we know they are!), you need to be able to spread the word, share those ideas, and get paid for what you do so you can do more of it. Each of us has the ability to make change happen. And it’s our opportunity - and obligation - to do marketing we’re proud of.
Most People Do Marketing Wrong.
Most people do Bad Marketing. Because marketing is not a battle, a war, or a contest; it’s not shouting, hustling, coercion. You can say goodbye to ABC (Always Be Closing), and other annoying high-pressure sales tactics that you dread. Sleazy strategies really only work for unsophisticated buyers, and usually for low-value products or services. Also, since it’s not focused on building a long-term relationship with your community, these tactics only work once, for a quick sale, and move on to catch another poor, unsuspecting buyer.
Old Tactics Don't Work in Modern Times.
Old hacks and tactics don't work for real communities. And since social entrepreneurs will be selling something of value to thoughtful buyers, then old tricks will be ineffective, and they look and feel really silly. Traditional pressure tactics only create an adversarial relationship. The prospect is on high-alert. There’s tension in the air, and they’re feeling pressure not to lose. Your number one job as a social entrepreneur is to diffuse the pressure, become a problem solver, a mentor, and a trusted guide. You’ll turn your prospect into a partner to be nurtured, rather than an opponent to be beat.
Marketing has changed.
Business doesn’t have to be selfish. In fact, the best businesses never are. Good Marketing is the generous act of helping someone solve a problem. It is helping others become who they want to become. The right kind of marketing is understanding your patrons' worldview and desires, so you can connect with them. And bringing more to people than they expect. By focusing on empathy, curiosity, service, and value creation, you can exceed your community's expectations and build trust with every interaction.
Let Trust Be Your Compass.
There’s no roadmap, but there is a compass. And that compass points towards trust. Effective marketing relies on empathy and service. If you approach your audience with empathy, listen to their needs, and serve them authentically, they will come to trust you. And with trust, comes loyalty and advocacy.
Good Relationships Take Time.
Good marketing is not a shortcut; it takes time. So take the time to do it right. If you want to build a successful business, take time to do it the right way. Building a solid relationship with your audience requires time. Finding your online voice requires time. But if you build it the right way, your audience will gather around you. Not only will they support your enterprise, they'll become ambassadors of your mission, spreading your ideas far beyond what you could achieve alone.
Good Marketing is About Authentic Communication.
Good Marketing is a conversation, not a monologue. It's a generous exchange in which you help others solve their problems, as they support you and your social mission. The distinction between traditional businesses and social enterprises is that you don’t use consumers to solve your company’s problem. Instead, you use your enterprise to solve people’s problems, and they help you solve global problems in return. This is focused on service over sales, purpose over profits, and transformation over transaction.
Good Marketing creates meaning, cultivates community, and nurtures possibility.
Good marketing isn’t easy, but it is rewarding. It requires patience, empathy, and respect for your community. You have to understand how people think, feel, and make decisions. But when you master the art of marketing as compassionate communication, you help people become the best version of themselves. You guide them on a journey toward a better future. And if you help them become better versions of themselves, the versions of themselves they seek to be, you become a changemaker.
Good Marketing is a Call to Service
Good marketing is a call to serve. It’s not about coercion or manipulation; it’s about creating meaningful connections that change lives and transform cultures. For social entrepreneurs, marketing isn’t just a business strategy—it’s a mission to spread ideas that matter. It’s a chance to make a lasting impact on the world by building trust, fostering relationships, and turning visions of a better future into reality.
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