Don't Be Sleazy.

I spend a lot of my time learning about marketing.

Like, a LOT.

Why? It turns out that many of the skills I love learning about as a therapist— clarifying, educating, communicating, enlightening— are also part of being an effective marketer.

I even know who the “celebrities” of the marketing world are.

I watched a training by a couple of these marketing-legends recently.

One recommended that when entrepreneurs send direct advertisements by mail, they should intentionally use a font that looks like handwriting and put the stamp off-center or upside-down, “so it looks like a real letter.”

Because, you know, everybody loves the anticipation of getting a personal letter, then realizing that they’ve been tricked into reading an ad.

Another of these marketing-illuminati recommended using the email subject line “I thought about you in the shower this morning…”

(Of course followed by: “…Because I didn’t want you to miss out on this great deal I’m offering…etc. etc.” in the body of the email)

Ew.

It’s worth noting that both of these trainers are 65+ year old men. (I’m pretty sure that they still refer to women as “broads” at parties).

Guys, we’re not in the 1980’s anymore— and our marketing shouldn’t be, either.

While I lament some of the rapid changes that have come with the social media revolution, one that I’m thrilled with is this:

Authenticity is everything.

There are so many options, people will no longer tolerate sleaze.

Trust is essential.

Your ideal-client’s BS-radar is beeping quietly in the background, scanning for anything that abuses their trust or infringes on their boundaries.

Good.

This is actually easier, because these days, instead of coming up with a smarter (or…smarmier) tactic for “tricking” someone into buying from you, you can just show up as yourself.

A lot of my clients are kind souls who don’t want to come across as “sleazy” in their marketing.

The best way to do this?

Just continue not to be a sleazy person. Show up as your genuine, enthusiastic self.

Then keep showing up.

This “broad” trusts you.