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In 2011, Lynn Serafin published The 7 Graces of Marketing: How to Heal Humanity and the Planet by Changing the Way We Sell. What a concept: Marketing that heals!
Lynn’s invitation to change goes out to every business person as a stirring call to remind us that we choose the ways we market and our choices can provide connection or disconnection with the people we want to serve. By asking ourselves, “How can my marketing be part of healing the world?" we invite grace and graciousness to be present and grow.
For your consideration, I'd like to share Lynn’s "7 Sins and 7 Graces of Marketing" here.
Connection vs. Disconnection
Connection is the first of the 7 Graces because it is at the foundation of everything and the other graces cannot manifest without it. Our connection to our self, Source, and audience greatly determine our work’s effectiveness. On the contrary, our businesses cannot genuinely represent who we are or what we're here to do when we are disconnected. Disconnection opens the door to exploiting ourselves, our relationships, and our planet.
Inspiration vs. Persuasion
Persuasion, where we do anything to make a sale/profit, is seductive and exploitative. On the contrary, when marketing is filled with Inspiration, it never incites fear, anxiety, inadequacy, or scarcity. Inspiration literally means "to breathe life into". As business owners, we can choose to be "life-giving" or "life-robbing" to ourselves, our teammates, and our audience. As business owners, it is our responsibility to ensure not only that our products and services are life-giving, but that our marketing is life-giving, too.
Invitation vs. Invasion
Nearly every form of marketing we see today is Invasive. Our attention span is continually interrupted, whether it is through television/radio adverts, pop up messages, uninvited email advertisements, cold-calling, billboards, etc. We need to bring back the grace of Invitation into our communications. This means that when visitors come into our "space" (our website, our office, shop, etc.), we treat them as respected guests, offering them hospitality and generosity. Conversely, when we come into our customers' space, even digitally, we must do so with courtesy and care.
Directness vs. Distraction
So much modern advertising depends upon Distraction to seize and maintain our attention. Nearly every advertisement we see will use brand identity triggers and humor to get us to pay attention. What is wrong with this is that people end up buying products simply because they remember the advertisement, and not necessarily because they have been given clear information about the product or service. Directness is simple: we marketers need to get back to "telling it like it is" instead of hyping up our businesses. The public needs to be informed and empowered to make the best choice for them. The grace of Directness allows that to happen.
Transparency vs. Deception
Deception in marketing is sometimes extremely subtle. Language and imagery are often used in a deceptive way in marketing, where technically (and legally) the message is "true", but the unconscious message we perceive is untrue. The grace of Transparency literally means "to shine light through". When we are Transparent in marketing and in life, we are not merely being honest, but we are also allowing the true intention behind our thoughts, words, and deeds to be seen and heard clearly. When we walk in Transparency, both in business and in life, we are walking in the essence of who we really are.
Abundance vs. Scarcity
Scarcity marketing is all around us, and it appears in so many forms, from limited-time offers to the various kinds of "obsolescence" used to incite us to buy beyond our needs or means. On the other hand, the grace of Abundance is the fundamental belief that there is enough for all when we are living in rhythm with the planet. When we operate our businesses with an Abundance mindset, we will notice and appreciate the many ways resources flow naturally when they are shared. The irony is that Abundance begets Abundance and Scarcity begets Scarcity. If we operate from a Scarcity mentality, we are likely to create the very Scarcity we most fear because the result will be overconsumption. Overconsumption is destroying the ecological balance of our world.
Collaboration vs. Competition
Many people have a false notion that Competition is necessary to create healthy economies, but this is largely a myth and has very little foundation in the natural world. When we conduct our businesses and our lives with a competitive mindset, we often reduce our own long-term performance and reduce the support and engagement we might receive from others. On the other hand, the grace of Collaboration always results in something greater than the sum of its parts. The permaculture in the world is a beautiful example of one giant, interdependent Collaboration. The more aware of each other we become, the more we see that Collaboration is the way we perform best.
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