My business model relies on what I call "conscious copywriting." I'm certainly not the first to think of this name - infusing heart/soul/thoughtfulness/ethics into a business that is inherently dehumanizing(yes, I'm talking about the copywriting/marketing/online business complex) is not a new marketing angle.

I would argue it's an old one that aims to give people who don't like the taste of the traditional sales pitch or marketing funnel a way to feel better about themselves while getting the same results.

It also targets the consumer.

"This person is talking to me," they think. "This person CARES." The consumer also feels better about buying xyz product because it's packaged with ethics and a personal sob story.

Wait, why I am telling you this? Why am I confessing on the world's largest business networking platform with fantastic SEO built in that my business model might not be THE solution?

Well, there are a few reasons:

• You know I don't believe in THE solution

• I'm interested in exploring the complexities of ethical marketing and building better business practices with my clients transparently - even if this isn't considered "best practice.

• I'm human. I'm going to get it wrong. However, I want to get it right. I can't get it right without help. So I need your thoughts, your contributions, and your community.

• I think ethical marketing can be real. I think sales - that is the business I'm in, just with words- can be heart-centered. How can we discern between people who say that their business cares about you and people who run a business and actually care about you?

Honestly, I don't know the answer to this question, but I want to try and puzzle it out by looking at my own business model as a guinea pig. I actually care about you. Connection with people is what drives me to be a freelance copywriter. I love meeting people from all walks of life, working with business owners and future freelancers, and growing into being a business owner! It's empowering and FUN.

Let's examine what makes my business model of conscious copywriting a trustworthy, useful business model, person-to-person wise.

How Can We Trust People Who Say They Care?

Here's how I define it on my website(short version):

You don’t have to sell your soul to succeed in business. That’s my core tenet - and I practice what I preach.

Instead, infuse the content of your website and social media posts with you - and your amazing ethical marketing practices. That’s conscious copywriting.

Basically, I'm pitching my clients on the idea of taking away the generic landing pages and blog posts that anyone could write in their sleep, the boring CTAs, the keyword stuffing, the copy that could have been lifted from someone else's website and replacing it with content that feels like it has "JOHN DOE" written all over it. Or whatever their name is.

And - that they use ethical marketing practices. For me, this means no offering a freebie in exchange for an email. No, buy this .99 cent eBook and then scaling that to buy this $99 course and then subscribe for a lifetime for $999 a year. No selling a promise that can't be filled. No boilerplate content( stuff that's re-used in lots of places).

It is shocking how many people I've worked for say, "We don't accept boilerplate content," when that is all they want from you. No selling expertise. No using the same content over and over and over and over on a social media platform.( This is boilerplating, and it's boring).

Don't Sell Who Someone Else Wants You To Be

I'm selling my clients on the idea of selling themselves as they are, not who their audience would like them to be.

And although they don't know this(yet), I'm also supporting them as they navigate branding as a human being - which is complicated, messy, and uncharted. The world needs more people who are willing to change with a brand or run with a creative new idea or try something out, rather than putting a brand before its people.

This is conscious copywriting, and I think it's trustworthy because I mean it. I'm conscious of the results my client wants as much as I'm conscious of the client's needs as a human being. I'm conscious of how what we put into the world will affect society at large.

Can a Brand Be Heart-Centered and Successful?

It's tough to believe a brand can be heart-centered and human-centered while still getting business results.

I believe time-honored tools like storytelling and emotional appeal can get the job done.

I also believe we have to be conscious of where we're writing from. Are the client and I agreeing to share a "rags to riches" story to try to get people to buy into the narrative that the same can happen to them? Is that fair or mindful in a late-stage capitalist society that is setting the Earth on fire?

Are the client and I agreeing to share a story about how a difficult experience caused the client to pivot to a career change that allowed them to slow down and live a fuller life? Does this allow the target audience to connect with the mission of the brand and convert to long-lasting customers? Cool. That's mindful and even needed in the world right now.

Intention and Impact Matter

The saying, "It's not about intention, it's about impact," is often echoed in activist circles.

In conscious copywriting, it's about both. The intention affects how the writing impacts people, and if they'll ultimately become customers.

When a brand tries to use story and emotion to rope in customers but doesn't have any intention of looking out for those customers, the outcome is the same as if that brand had just used boilerplate copy and boring CTAs. In fact, it may be even more harmful when it comes to e-courses and online goods.

People are more likely to get roped into a brand when the story is compelling, and the promise is large, but if the intention to follow through on the promise isn't there, the impact is harsh for the customer.

That's why truly conscious(mindful/thoughtful) copywriting is essential to building healthy customer relationships and, I believe, a better world.

Did you make it this far? Let’s connect on a deeper level. I can’t wait to meet you!