The subtle art of not selling your soul

We all want to make a difference in the world, and to do that we usually need to get comfortable with the idea of selling. Not in a sleazy, used-car-salesperson way, but in a way that aligns with our values and actually helps people.

So how do we market product or services without feeling like we need a shower afterwards? Let’s dive in.👇️ 

1. Don’t sell — solve 

Let’s reframe how we think about marketing when it comes to calling our audience to action: We’re offering a solution to their problem. We're helping people achieve their goals or making their lives better in some way.

That’s not hyperbole. If you truly believe in what you're offering (and you should, otherwise why are you marketing it?) that’s exactly what you’re doing.

If you’re not solving somebody’s problem and helping them achieve something with your offer, you’ve got the wrong product/service or wrong audience — time to go back to the drawing board, pal.

2. Know your 'why'

When we get clear about the deeper meaning behind our why — beyond making money — it shines through in our marketing. It gives us a confidence and authenticity that no amount of pushy sales tactics could match.

Why does your organisation exist? What change are you trying to create in the world? Let that drive your marketing, not some lofty sales targets.

Related.👇️ 

3. Listen more than you talk

Here's a radical idea: instead of bombarding people with messages about how great our product or service is, we could listen instead. What are your audience’s needs? Their fears? Their aspirations?

When we truly understand our audience, we can speak to them in a way that resonates. Then we're not pushing something onto them, we're having a conversation. And people are much more likely to engage with a conversation than a sales pitch.

4. Focus on value, not features

Focus on the value and outcome your offer brings. How does it make people's lives better? What problem does it solve? What dream does it help fulfil?

This ties back to knowing our 'why'. When we're clear on the value we provide, marketing becomes less about convincing people to buy and more about showing them how we can help.

5. Use storytelling 

We all know the power of storytelling in marketing. But there's a fine line between compelling narrative and manipulative sob story. 

Use real examples and testimonials to illustrate the impact of your work, and keep it authentic. No need for violins and soft-focus shots – just honest accounts of how your offer benefits people.

6. Give before asking

I like to provide value upfront without expecting anything in return. I’ve been writing online for 12 years now and this is just how I do things.

From the free eBook on storytelling for marketers I give to everyone who signs up to this newsletter (feel free to forward to a friend 😉) to sharing other people’s content, I’ve found it’s a good thing to give.

Make your words unignorable 👇️ 

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• Heading up Marketing & Comms teams

• Securing huge international brands as freelance writing clients

• Raising my hourly rate by 7,150% (no kidding)

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🐝 Shoutout to beehiiv for powering and helping me grow Write Like You Mean It. If you’re looking to up your email game, I highly recommend.