The People-First Marketing Playbook for an Era of Authenticity and Purpose

A Manifesto for Authentic Marketing in 2024

Section 1


The Purpose of This Manifesto

In an era dominated by information overload and a relentless pursuit of attention, the essence of marketing is often lost in the noise. This manifesto seeks to redefine the contours of marketing, placing ethics and purpose at its core.

It serves as a guide for businesses striving to navigate the intricacies of the marketing landscape with integrity and a sense of responsibility whilst avoiding common pitfalls, hypes, fads, scams and getting lost down rabbit holes.

Statement of Intent

This document is not just a declaration of beliefs, but also a call to action, urging businesses to adopt marketing practices that are not only effective but also respectful of their audience’s values and intelligence. It is a commitment to foster a marketing environment that is transparent, authentic, and value-driven.

Not only is this something that I believe is worth pursuing from an ethical and moral point of view, but also out of necessity.

More than ever people are yearning for genuine human-to-human connection and businesses that don’t take this into consideration will end up losing out.

My Definition of Ethical and Purposeful Marketing

Ethical and purposeful marketing is the practice of creating and promoting products or services with a clear intention to provide value, foster positive change, and respect the autonomy and intelligence of the consumer.

It goes beyond mere compliance with laws and regulations, embracing honesty, transparency, and a genuine desire to contribute to the wider well-being of society.

Section 2

Philosophy and Principles

The Importance of Ethics In Marketing

Ethics in marketing is paramount. It acts as the moral compass guiding every decision, every message, and every interaction with your audience.

Ethical marketing fosters trust and loyalty, creating a foundation for long-lasting relationships with clients and customers. It ensures that the pursuit of business goals aligns with the values of the individuals they serve, promoting a culture of respect, mutual benefit and nurturing genuine human-to-human connection.

Principles of Purposeful Marketing

Value Creation

Creating and delivering products and services that genuinely improve the lives of people.


Maintaining transparency and staying true to one’s values and mission – not merely parroting what people want to hear with a view to persuade or cajole.

Clarity in Execution

Clear, actionable marketing plans eliminate guesswork. With periodic reviews, businesses can ensure adaptability without losing focus on the end goal.

Authentic Campaigns

Beyond metrics and numbers, the style, authenticity, and essence of campaigns matter. It’s about resonating with an audience and establishing a real human to human connection.

How To Be More Purposeful When Communicating at Scale

Purposeful marketing is grounded in the belief that businesses have a responsibility for how they communicate and interact with their audience, and the effect it has on the lives of their clients and wider community.

Ultimately, it is driven by a clear mission and a commitment to making a positive impact.

The essence of my philosophy on marketing is simple: be transparent, authentic, jargon-free, and genuine.


Be Respectful and Empowering

Respect customers’ autonomy and provide them with the knowledge and tools to make informed decisions. Actively avoid approaches and strategies that are dishonest, manipulative or overly persuasive – yet don’t be afraid to be direct!


Communicate Clearly

In a world filled with buzzwords and complexities, prioritise straightforward, easy-to-digest dialogue to avoid confusion and keep things straightforward, clear and easy to understand.


Stay Rooted in Fundamentals

Trends come and go, but foundational marketing principles remain timeless. By anchoring strategies in the basics, marketing campaigns become more resilient to the ever-changing digital landscape.

Section 3

Challenges in Marketing

Reaching the Right Audience

One of the perennial challenges in marketing is the ability to connect with the right audience.

In a world saturated with messages and content, standing out and reaching those who genuinely resonate with your offerings is a daunting task. It requires a deep understanding of your audience, precise targeting, and the creation of compelling, relevant content and messaging.

Pacing Growth

Achieving and maintaining a steady pace of growth is a delicate balancing act.

Where many businesses go wrong is by trying to run before they can walk. The key is to start small and get the fundamentals right first before trying to scale.

If the fundamentals aren’t in place, problems and issues are scaled too – introducing more and more chaos and confusion into the business.

Multitasking/Finding the Right People

The complexity of managing various aspects of business operations, from marketing and sales to administration, can be overwhelming.

The quest to find individuals who are not only capable but also aligned with your business’s values and goals is crucial yet challenging. It is the synergy of the right team that propels a business forward.

Navigating the Complex World of Modern Marketing

Every business, from fledgling startups to established enterprises, encounter challenges in the vast ocean of marketing.

Here are the pressing pain points many face:

The DIY Marketing Dilemma

The burden of self-executed marketing often becomes overwhelming, leading to burnout and sub-optimal strategies.

Yearning for Ethical Client Relationships

Beyond numbers, there’s a strong desire for genuine, ethical methods to foster lasting client relationships.

Unraveling Unrealistic Expectations

Industry hype often sets the bar unrealistically high, leading to disillusionment.

The Quest to Define the Ideal Client

A clear understanding of your target audience is pivotal, yet it remains elusive for many.

Past Disappointments

The sting of overpromises and under-deliveries from previous collaborations linger, causing apprehension for working with other marketers and related professionals in the future.

Growth Concerns

Despite immense potential, many businesses feel shackled, unable to achieve their desired growth trajectory or attempt to grow too quickly and end up scaling problems and issues.

Strategy Confusion

Without clear guidance, it’s challenging to decipher the right marketing steps, leading to wasted resources and missed opportunities.

Reaching New Audiences

The vastness of the digital realm has paradoxically made it harder to stand out and capture the right attention.

Section 4

Top Reasons Why Marketing Fails

The Role of Brand Strategy in Marketing Success

An effective brand strategy acts as the blueprint for building brand identity and communicating a brands message and value proposition successfully. The lack of a coherent brand strategy can lead to inconsistent messaging, diluted brand value, and a lack of trust, often resulting in marketing failures.

The Importance of a Well-Defined Strategic Plan

A strategic plan serves as the roadmap, guiding the direction and objectives of marketing initiatives.

The absence of a well-defined plan can result in scattered efforts, resource misallocation, and missed opportunities, undermining the overall marketing effectiveness.

Focusing on the Wrong Things
(or too many things at once)

Focus is a big determinant of the success of a marketing campaign.

It can feel like there are almost an infinite options to choose from, but focusing on the wrong things for your business and strategic goals can produce unsatisfactory results.

It can be easy to fall into a ‘Magpie Mindset’ and get carried away with the latest exciting strategy, tactic, or platform causing you to either spread your focus too thin (trying to do too many things at once), or continually swapping focus from one thing to another without really giving things enough time to work properly.

By making sure you are focused on the right areas for YOUR business, and STAYING focused on them (despite potential distractions) is the key to success.

Refining Your Focus

The root cause of why businesses don’t see results with marketing often has nothing to do with the tactics they are deploying.

In many cases it’s down to the following:

BRANDING AND STRATEGY – If your branding and overall strategy aren’t strongly positioned, your tactical every day marketing activities won’t resonate or work anywhere near as well as they should.

DOING TOO MUCH – You don’t need to do everything. In fact, trying to do too many things at once can be detrimental as typically nothing ends up being done properly. Instead, focus on the one or two things that will give you the most leverage and see them done to a high standard. Optimise over time.

DOING THE WRONG THINGS – Focus only on what is most important. Not all activities are equal, some are more important than others and should be prioritised.

Section 5

The Role of Communication In Marketing

The Importance of Effective Communication

Effective communication is the cornerstone of successful marketing. It is about conveying messages clearly and compellingly, ensuring understanding, and fostering a two-way dialogue between businesses and their prospects and customers.

It’s essential to start small before scaling. Many businesses attempt to run before they can walk.

If you can’t effectively communicate with members of your marketplace in a personalised 1:1 way, you generally won’t have success when scaling that communication with advertising.

Start with 1:1 communication. Master it. Then scale.

Section 6

Core Concepts of Effective Communication When Marketing

Clarity in Conveying Business Identity

Clear and concise communication of who you are and what you represent is pivotal in establishing a strong brand identity and reputation.

It enables customers to understand your values, mission, and offerings, creating a sense of trust and alignment.

Avoidance of Buzzwords and Jargon

While industry-specific terms can convey precision, over-reliance on buzzwords and jargon can obscure meaning and alienate audiences.

Simplicity and accessibility in language foster understanding and connection, allowing the essence of the message to shine through.

Section 7

Elements of Effective Communication

Essential Elements for Effective Communication

Successful communication is the linchpin of effective marketing.

It involves a harmonious interplay of various elements, including a clear message, an understanding of the audience, and the appropriate medium for communicating.

The sender (business) must ensure that the message is conveyed accurately and is understood by the receiver (client), fostering a mutual exchange of value and understanding.

The Role of Sender and Receiver in Communication

The sender and the receiver are the two pillars of communication.

The sender is responsible for encoding the message accurately and choosing the appropriate channel, while the receiver is responsible for decoding the message correctly.

Any discrepancy in this process can lead to miscommunication, highlighting the importance of clarity, feedback, and active listening in the communication / marketing process.

Proactive 1:1 Communication Through Outreach and Direct Marketing Tactics

Outreach is a proactive approach to connecting with your audience and expanding your network.

Effective outreach strategies include personalised communication, leveraging mutual connections, and providing value upfront. It’s about building relationships, not just broadcasting messages.

Outreach serves as a reminder that communication in its purest form is one person talking to another. Start here, and commit to doing personal 1:1 outreach well before scaling with advertising.

Scaling Communication Through Advertising

Advertising is a powerful tool for conveying your value proposition and generating interest.

It needs to be strategic, creative, and aligned with the needs and preferences of your target audience. Effective advertising is not just about visibility; it’s about resonance and relevance.

The biggest pitfall with advertising is by not making it personalised, clear and relevant.

Advertisements should be an extension of your 1:1 communication. Advertise as if you are still speaking directly to one person.

Section 8

Ethical Marketing Strategies

Transparency and Honesty

Ethical marketing prioritises transparency and honesty, fostering a sense of trust and credibility among your audience.

It is about being open about business practices, product & service features, pricing, and allowing consumers to make informed decisions.

Value-Driven Approach

A value-driven approach in marketing emphasises delivering genuine value to clients, aligning products and services with your audiences’ needs and preferences.

It is about creating meaningful experiences and solutions that enrich peoples’ lives.

Social Responsibility

Social responsibility in marketing involves considering the broader impact of marketing activities on society and the environment.

It is about contributing to societal well-being, advocating for positive change, and minimising negative externalities.

Section 9

The Future of Marketing for Small Businesses

Emerging Trends

The future of small business marketing is shaped by evolving behaviours, technological advancements, and market dynamics. Personalisation, sustainability, and digital presence are becoming increasingly paramount. With all this in mind, it’s crucial not to forget the fundamentals that will always remain true with effective human to human communication.

Sustainable Growth Strategies

Sustainable growth strategies involve balancing ambition with pragmatism, focusing on long-term viability. It is about building a resilient business model, fostering innovation, and maintaining agility in the face of market changes. This comes from focusing on mastering fundamentals, having a strong brand strategy and a solid plan that is revised and updated periodically based upon sourcing real world feedback of what is working and what isn’t.

Leveraging Technology

Technology is a catalyst for marketing innovation, offering tools and platforms to reach and engage with consumers more effectively. Leveraging data analytics, AI, and automation can enhance marketing efficiency, personalisation, and insights.

Personas and Attitudes Most Likely To Succeed

I have found that the best collaborations stem from shared visions and values.

Here’s a glimpse into the personas of individuals and businesses I believe are most likely to have success with their marketing endeavours:

Innovative Pioneers

Businesses that aren’t just part of the market but aim to redefine it with their unique offerings.

Conscious Leaders

Those who see beyond the balance sheets, understanding the cultural and societal ripple effects of their actions.

Wellbeing Advocates

In the relentless pursuit of success, well-being often takes a backseat. People are beginning to resonate more and more with businesses that prioritise a healthy work environment and contribute positively to the community.

Section 10

Support and Assistance

I offer support in a number of areas including consulting, training, and management and delivery of services.

My approach is to empower businesses to navigate the marketing landscape more effectively to reach their goals and aims.

If you require support with your marketing, I can help you in the following ways:

    • Consulting
    • Training
    • Management and delivery of services (done-for-you services)
    • Help you build and manage a marketing team

For inquiries and assistance, please feel free to reach out via email or direct message. I am here to support you in your journey towards ethical, purposeful marketing.

Send me an email –

Or send me a direct message on LinkedIn –

Frequently Asked Questions

Will Your Approach Work For Me?

Whether a given marketing campaign will work for you depends largely on your existing brand strategy, identity and positioning within your market.

Remember, marketing is just communicating those things to your audience.

Either way, my approach to marketing can help you stress test your ideas and assumptions, and learn whether your business plan and strategy is robust.

So What Does This Cost?

It is useful to think of marketing as an investment in your businesses future, although many think of it more like sales.

Great marketing allows you to maximise the number of opportunities you acquire through building an audience of prospects and partners, and engaging with them to attract, generate and nurture leads and relationships.

Often, the work you do today might not come to fruition until a number of months down the line, and by not viewing marketing through the long term lens of investing, it’s easy to miss the bigger picture.

Similar to investing, this also does means that there is some risk involved and (unfortunately) no guarantees…

With this in mind, I believe it’s important to follow strategies and approaches that allow for a win-win situation where even if a campaign ‘fails’, you still acquire value from it – whether in the form of crucial lessons, data, or in the form of more tangible assets like connections or contacts.

Will Marketing Require Much of My Time?

Realistically, even if you plan to totally outsource your marketing, you will still need to allocate a small number of hours a week for approvals, lead follow ups, meetings and providing input for content creation.

If you can’t allocate a few hours each week consistently to marketing, it’s usually more helpful to work towards freeing up time in your schedule before you dive in.

Viewing Marketing as an investment... “Dig your well before you’re thirsty”

– Harvey Mackay

Section 11

Further Thoughts

How To Understand If Your Marketing is Working?

Start by thoroughly understanding your numbers:

  • Cost per new connection

How much does it cost to connect with a new potential prospect or partner?

  • Cost per opportunity (lead)

How much does it cost to acquire a new opportunity or lead?

    • Cost to acquire a client

    How much does it cost to acquire a new client?

    • Typical client lifetime value (LTV)

    How much revenue does a typical client or customer bring in over the course of doing business with you?

    • Cost per new connection

    How much does it cost to connect with a new potential prospect or partner?

    • Cost per opportunity (lead)

    How much does it cost to acquire a new opportunity or lead?

    • Cost to acquire a client

    How much does it cost to acquire a new client?

    • Typical client lifetime value (LTV)

    How much revenue does a typical client or customer bring in over the course of doing business with you?

        Aiming to acquire data to understand these areas will give you a good indication of how well you are doing with your marketing and what you can do to improve performance.

        Many businesses have no idea of these numbers. Do your best to measure them as accurately as you can.

        The Guiding Light in the Marketing Maze

        Marketing can often feel overwhelming, like navigating a labyrinth without a map.

        I believe the role of a Marketing Manager or Consultant (or anyone in charge of marketing for an organisation) is to be the guiding light, offering clarity and direction every step of the way:

        Providing Mental Respite

        Marketing shouldn’t be a source of stress. By demystifying strategies and breaking them down into actionable steps, the journey becomes more manageable.

        Encouraging Critical Evaluation

        Every strategy and each tactic is open to scrutiny. By constantly asking “Why?” we ensure that every action aligns with core business objectives.

        Simplifying the Complex

        Marketing doesn’t have to be a complex puzzle. With the right guidance and direction, the pieces fall into place, revealing a clear picture.

        Tailored Solutions

        Every business is unique, and so should be its strategy. From consultations to full-service solutions, it’s important to have a spectrum of approaches and tactics available that can be tailored to individual needs and circumstances.

        “Quick Fire” Advice from the Author

        • Focus on the fundamentals
        • Have a clear plan and follow it through
        • Beware of ‘shiny object syndrome’ – there’s a time and a place for that in the early planning phase, but avoid during delivery
        • Put aside time quarterly to review your plans and update strategy. Use this time to review and update plans. The rest of your time should be spent focused on implementation and delivery.
        • Ask ‘WHY?’. Embrace curiosity and learn about how things really work. Asking ‘WHY?’ takes you deeper into understanding the underlying principles and themes behind how you can market as effectively as possible to your audience.
        • Avoid getting drawn into the hype

        Section 12


        Summary of the Manifesto

        This manifesto is a declaration and a guide, advocating for a marketing approach that is ethical, purposeful, and value-driven.

        It emphasises the importance of transparency, respect, empowerment, and social responsibility in shaping marketing practices.

        Call To Action

        I urge businesses to embrace this manifesto and integrate its principles into their marketing strategies.

        It is a call to foster a marketing environment that is respectful, authentic, and contributes positively to society.

        Final Thoughts

        In a world inundated with marketing messages, the need for ethical, purposeful marketing has never been more critical.

        It is not just about promoting products or services; it is about creating meaningful connections, delivering value, and making a positive impact.