How to sell without selling out

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I had one of those moments last week.

I was writing some copy and it got to the point where I needed to give my reader a real reason to take action.

Most marketing advice says to ‘create urgency,’ and ‘use scarcity tactics.’ And while these techniques work to a degree, I don’t think they’re gonna work forever.

Savvy consumers have cottoned on. We’re all getting fatigued by these tactics.

Plus, when you're driven by values and purpose, not just profit, your marketing playbook needs to look a bit different.

Here’s the issue when you’re a purpose-driven marketer.

• Traditional marketing advice says create scarcity. 🔁 Values-led marketing says be transparent. 

• Traditional marketing advice says exploit pain points. 🔁 Values-led marketing says offer solutions.

• Traditional marketing advice says push for quick wins. 🔁 Values-led marketing says build trust.

So how do we balance this?

Here’s how:

Instead of creating alarming scarcity: 

"Only 2 spots left! Cart closes in 3:24:16..." Complete with fake countdown timer that magically resets when you refresh

Lead with transparency:

"Our mentoring programme takes 12 participants per quarter to ensure quality support. October is now 80% full. The next cohort starts in January.”

Instead of exploiting pain points:

"Is climate anxiety keeping you up at night? Worried you're not doing enough to save the planet? Your carbon footprint is probably worse than you think."

Try demonstrating impact and offering solutions: 

"Every small action adds up. Last year, our community's switch to renewable energy saved 50,000 tonnes of CO2. Here's how you can be part of the change, starting with just one light bulb..."

Instead of going for quick wins:

"Buy now to unlock these AMAZING bonuses worth £2,997! Don't miss out on this ONE-TIME offer that will TRANSFORM your business overnight!"

Shoot for building trust through authenticity:

"Our marketing workshop runs quarterly. Each session builds on the last, creating sustainable growth. Here's what previous participants achieved in 6 months..."

The sweet spot

The magic happens when your marketing strengthens your mission.

Every time you write a social post, an email, a web page, a blog post — or anything else, don't just track engagement and conversions. (But track engagement and conversions.)

And ask: Does this message empower our audience? Does it reflect our values? Does it build long-term trust?

Another major way you can reach this sweet spot of effective marketing and holding onto your values, is to share stories of impact. Here’s how to tell other people’s stories without being a dick.

Your marketing can be your mission

The best purpose-driven marketing doesn't feel like marketing at all. It feels like an extension of your mission. To recap:

• Be transparent about your processes

• Share real stories of impact

• Make your values visible

• Build genuine connections

• Focus on long-term relationships

When your marketing aligns with your mission and values, you're not just selling - you're building a god-damn revolution.