Marketing at the "Speed of Trust"


I couldn’t, for the life of me, understand the marketing practices some people use these days.

Then it dawned on me as I was talking to my husband the other day: many of the folks operating online businesses have likely never operated business offline. They act as if they're marketing to clicks and algorithms instead of actual people.

Customers are living breathing humans with work commitments, screaming kids, annoying coworkers, fixed paydays, depression and anxiety they're trying to keep at bay. They’re also smart and not fooled by disingenuous scarcity tactics, false urgency and shouting.

To be clear, I’m not saying these marketing tactics don’t work. Sales psychology is real and effective.

But, as I told my last group coaching cohort of aspiring women entrepreneurs, the real question is: Do these tactics attract the kind of people you want to work with?

I don’t want people to feel rushed or pressured into making a decision. My people are smart women who make thoughtful choices, and they lead with both head and heart. They want to reminded, but not bugged. They want to be informed, but not bludgeoned. They want to be trusted to make the right decision for themselves and not coerced, only to regret it later. I want to attract more of those people and not just grow for the sake of it.

Trust me, I don’t always get it right. I’ve tried on different marketing advice, and quickly took them off when they didn’t fit.

I’m fully aware that my business growth may be slower, but I keep my eyes on my own paper. As adrienne maree brown (@adriennemareebrown) says in her book Emergent Strategy: I choose to “move at the speed of trust." (quoting Mervyn Marcado’s remix of Stephen Covey’s concept)

I believe that in all things—yes, even in business—we can operate from a generative place. We can call people into the best versions of themselves instead of playing to their insecurities. We can write marketing copy that helps people feel seen and heard instead of poking at their wounds.

Honesty. Clarity. Space. Time. Respect. Honor. Joy. Doing good work that helps people. That’s my kind of business.

Originally published on Instagram. If you'd like to connect with me there, I'm @titilayo.