a modern marketing guide

Many of us have a negative association with marketing and everything to do with it. Sadly, this is because we’ve all been exposed to a lot of sleazy and unethical marketing over the years and we’ve grown to really dislike marketing in general due to our negative experiences.

However, that type of marketing is old school and has no place in the modern world.

Yes, people still use these old school tactics to get you to buy things you don’t need and spend your money for their gain and you need to look out for that to protect yourself, but you will not be that type of marketer.

You are better than that. You will use marketing as a force for good, not evil in your business and you will be ethical as well as honest about it. I just know this about you. J

First you need to understand that modern marketing is not about being sleazy and misrepresenting your motives. Modern marketing requires you to be honest, ethical and generous. Once you understand that, you will feel good about marketing and you will even learn to love it.

Unfortunately, it is a myth that “if you build it, they will come”. There is a lot of noise out there in the world and it takes work to get noticed among the crowd of millions of others trying to make their own mark and get people’s attention.

So, if you’re just starting a brand new business, it will take some high-level marketing in order for you to get noticed and acquire customers. Marketing is the lifeblood of your business and you cannot get away without doing any of it.

As much as we would all love it, our products or services are not just going to sell themselves. So don’t expect to put out one ad and hope that’s it for your marketing efforts. Sorry, you need to market frequently before enjoying the payoffs.

The truth is that nobody owes us anything, so we can’t have the expectation that people should buy from us just because we have something for sale.

It certainly is not your customers’ job to find you; it is your job to find them. People will not magically know you exist just because you built a website or started a blog. So embrace marketing and learn to love my friend it because when you do it right, it will make your business hugely successful.



First of all, get clear on your why. Why do you like to do what you do? Why do you want to have your own business?

Use all your compelling reasons why you started your own business and start to create stories around them.

The famous Simon Sinek said, “People don’t buy what you do, they buy why you do it.”  You’re welcome to delve deeper into this topic in his book “Start with Why”.

So based on this fact, be prepared to tell people stories about your motivations for starting your business and about why you do what you do. Through your stories, you will inevitably reach your target audience and create a personal connection between you and them.

People like to do business with people. That means they want to know more about you, so they can feel a connection to you. It helps them to trust you and resonate with you. Your stories will add conviction to your message.



Good copywriting is super important and extremely powerful. If this is not your strong suit, take some time to learn it. There are plenty of resources on this online for free, as well as paid courses that might be worth investing in.

If you’re too generic in your copy, you won’t captivate your audience or get their attention. You need to practice good copy in all of your marketing materials.

That includes your website, your blog, your email newsletters, your social media posts, your slogans and everything else you use for marketing.

Good copy touches the soul. You know that feeling you get sometimes when you come across an ad or an article that makes you feel like it’s been written just for you? It resonates with you so much that you’re eager to find out more about whoever posted that and you’re willing to give them your money for whatever it is they’re selling. That’s the power of good copywriting.

As a business owner, it’s your goal to create that feeling for your customers. Learn to be persuasive in your writing. You can ultimately hire someone to do some of your copywriting, but I think your stories in particular, need to come directly from you if you want to sound really authentic.

In order to be able to reach your customers on such a powerful and personal level, you need to study your target market thoroughly and learn exactly what your customers like, need and want. Always actively listen to your customers.

Look for creative ways to solve their problems and find honest ways to present your solutions to them.

When you’re totally transparent about what you have to offer and go about selling your products or services in an ethical way, your target audience will want to hear from you and will happily pay you to solve their problems because you will give them what they need or want.

Never target people with messages they don’t want to hear. I promise you, it is a waste of your time and you won’t gain any value from targeting the wrong audience or bombarding the right audience with the wrong messages. Treat your customers with respect and they will respect you back.



Whatever type of marketing you choose to do, it is very important to be consistent with it.

That means, if you decide to add a blog to your website to provide additional value to your customers and receive extra traffic, decide from the start how often you want to do it and do it consistently on a regular basis.

If you start blogging once a week and suddenly a month later you’re feeling too tired of it and start doing it randomly, maybe once every 2 months or so, you will lose followers.

If you’ve been regularly posting on Facebook several times a day and then you’ve gone off the grid for two months, you will look like a flake. People might even think you went out of business.

The point is, be honest with yourself about what you’re willing to do and stick to it. Don’t over commit yourself to blogging or posting more than you can handle only to end up resenting it and giving it up altogether.

Pick a frequency of your messages that works best for you and that you believe you can handle and do it well.

Use an editorial calendar (such as Google calendar) to schedule in your days for writing blog posts, social media posts and newsletters. You need to be organized and plan things out properly.

Remember, if it’s not scheduled in your calendar, it’s not real because you can easily forget what you need to do and never get around to it. Practice scheduling everything in your calendar or agenda book. Choose your favourite format and use it daily.



One last thing I want to go over is the importance of growing your email list. This applies to any type of business. Having a newsletter that goes out regularly to people on your list is one of the best ways to stay in touch and build relationships with your customers and prospects. Not to mention, it is very cost-effective.

Sending out a regular newsletter helps your audience remember you and learn more about your company. You can use this outlet to share your news, run promotions and provide free value to your customers. Statistics show that it’s one of the most effective ways to drive sales to your business.

Social media is great, but you do not own it. That means that at any time, the owners of any given social media platform could change the rules or worse, disappear and ruin your business. I mean who can keep up with how often Facebook changes the rules, for example?

One minute you can post whatever you like and get tons of views, and the next they have changed the rules so that you must pay for their ads in order to be seen by a decent amount of folks.

With your email list, you own that list and you are in charge of it. That makes it golden. Just make sure to always get permission to send out your emails to people and give them an option to easily unsubscribe if they change their mind, so they never feel trapped by your messages.

Again, this goes back to being ethical. If you add people to your list without their permission, you’ll lose their trust and respect. And you don’t want that. You want people to remember you as kind, respectful and pleasant to do business with.

These are just some of the ways you can use marketing to build a strong following that you can turn into your customers. There are many other ways you can explore on your own as well.

You can get very creative with this; the sky is the limit when it comes to choosing creative outlets to market your business. As long as you have a strategy in place and follow it consistently, you will be successful.

Disclosure: Some of the links used in this article are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.


If you’d like to read the rest of it, you can download it here.