As some of you know, I’ve used this weird year to write a book called The GENTLE MARKETING REVOLUTION.
Usually when we write a book, there’s a reason for it. In this post I’m trying to explain why I felt called to write.
Marketing contributes to a world full of anxiety
I have talked to hundreds of entrepreneurs and 90% of them mention that marketing makes them anxious. And it’s not only their own marketing activities. It’s also the use of fear, urgency & manipulation in everyone else’s marketing that we are exposed to that make us feel less than and anxious.
Of course it’s not just the marketing. It’s the use of fear and scarcity on a political level, the negative economic environment and the capitalist system altogether that work hand in hand and contribute to this global angst.
So it’s time for a Paradigm Shift. It’s time to bring more kindness & empathy to business & marketing.
I’m not the only one who thinks there’s a need for change.
Seth Godin and Mark Schaefer have both written books (This is Marketing by Seth Godin and The Marketing Rebellion by Mark Schaefer) about the new marketing era that we need to be ready for. They both talk about the importance of a more human approach to marketing, about bringing in meaning, belonging and values. They address an audience of corporate marketing decision makers, or heads of marketing in mid-sized companies. The examples they talk about in their books are mainly bigger companies. While there is clearly a shift to a softer marketing approach, both books are very practical but not necessarily addressing the heart-centered entrepreneur.
Similarly, in the BCorp movement, certified B Corporations form a community of leaders and people using business as a force for good. At the time of writing, it is however very difficult for a solopreneur to get BCorp certified.
Why this book?
I wrote this book to help entrepreneurs and marketing impact pioneers find a way to market their business with empathy & kindness and therefore not only create sustainability for themselves but also contribute to make this world a better place by reducing the global level of anxiety and fear.
The GENTLE MARKETING REVOLUTION book is a blend of very practical, real-world grounding business and marketing applications based on my 12 years of experience in this field as well as a good dose of personal development based on my own stories and those of other Gentle Marketers.
Because entrepreneurship is a constant dance between BEING and DOING.
I founded my first Online Business in 2007 and have grown up in this Online Marketing World. I have taken countless marketing programs myself and therefore know what’s available to entrepreneurs. The majority of these programs sell a cookie-cutter approach, based on the founder’s success recipe. I have followed the evolution of Online Marketing and I’m sure that the current Marketing Paradigm contributes to an ever increasing level of anxiety on a global level.
I came to realize that I no longer wanted to follow everyone else’s model – EVEN IF it worked to some extent. I was ready to take the risk and give myself permission to do business and marketing my way – EVEN IF that meant that I’d fail the first few times.
This realization inspired a yearning in me to create a global movement that encourages entrepreneurs and marketing impact pioneers to bring more empathy and kindness to business & marketing, and giving themselves permission to be different. I called it The Gentle Business Revolution™. As the daughter of two hippie parents leading this gentle revolution feels like a homecoming to me 🙂
Want to help me bring this movement to life?
The Gentle Marketing Revolution is more than a book. It is a call for a business & marketing revolution. A GENTLE revolution. From hype & manipulation to authenticity & kindness. A paradigm change from the love of power to the power of love!
During the month of December 2020 I’m hosting a fun campaign on Kickstarter.
I see it as a gentle way to bring attention to the cause: giving hype marketing a reframe.
Yes, it’s also a gentle book launch, but it’s really about the movement. I envision it as a fun event with a lot of Sukha (joy and ease).
I hope to see you there> sarahsantacroce.com/kickstarter.
We officially go live on December 1st, but you can already sign up to get notified.
Let’s be the change we want to see in the world