(Originally written in January 2018; updated July 2019.)
An authentic business is financially viable and deeply meaningful to you. You make enough money. Yet, the activity itself feels worthwhile, regardless of the money.
I’ve been blessed with the opportunity to help many people in their authentic businesses, and also operating my own successfully for over a decade.
There seems to be 4 important layers of activity for every successful authentic business.
Is it unethical to spend money on Facebook and Google Ads?
Below is an email that harshly criticized my use of (and recommendations to use) Facebook ads due to how unethical the company is.
I’d like to know your reactions to it -- both the substance of the email (the issues) as well as how it came across to you.
After I share the email, I will share my thoughts about it, and also the comments from my clients when I anonymously shared this email with them.
Within the first year of my business, I reached a monthly sales revenue of $10,000 and by the third year, my revenue was $350,000. As a solopreneur, mostly selling my own online courses.
Back then, it was all thanks to affiliate marketing. (Some people call it JV or joint venture, strategic alliances, or referral partnerships. These days, it’s often called influencer marketing.)
Yet, after a few years, I was speaking out against affiliate marketing.
In this blog post, I’ll explain why I got disillusioned by the method that made me so much money, and why, in the past few years, I’ve come to a more moderate position.
Here’s an attempt to simply explain my whole marketing strategy….
There are 3 stages for every authentic business:
At each stage:
The Goal: Quantity of Quality
The Method: Rhythm of Testing
The Values: Authenticity of Caring
Let’s get into the details....
Some marketing experts are always trying to get you loads of “traffic” or want you focus on “list-building.”
Their language suggests that they may be seeing people as a means to an end —bigger list, sales, profit —rather than caring directly for the people.
What if we focus on serving the right "people" instead of always getting more “traffic”? This shift in language helps us to focus on real human beings.
A focus on traffic and list-building makes us do things that feel inauthentic. Instead, what an authentic business needs is:
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
All content on this website is Creative Commons CC0 license -- No Rights Reserved. Feel free to use or repurpose it however you like!
Here's why :)