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 – Conscious Marketing: Improve Your Business By Changing Your Approach to Marketing

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Hosted by HerBusiness

On air:

17 April 2015

Click to download the interview

 

In this herBusiness podcast interview with the author of Conscious Marketing: How to Create an Awesome Business With a New Approach to Marketing, Carolyn Tate shares her marketing philosophy.

Carolyn, with her many years of experience as a marketing executive, has paved the path for a whole new method of marketing. Striving to bring mindfulness and awareness to business practices, Carolyn is an advocate for conscious marketing. A big believer in profit being a by-product rather than a single-minded goal, Carolyn advises that businesses should recalibrate their reasoning so that their goal is primarily to do good, and to not just make profits.

She shares how marketing today has gone awry, with most marketing being “mass unconscious binge promotions”. Instead, Carolyn instructs businesses to build “something so good and so compelling into the heart of your business so it attracts the best people”.

Listen to this herBusiness interview with Carolyn Tate to learn:

  • How to get people absolutely on board with your product or service
  • Reinvent how you market (instead of using fear and manipulation to drive your marketing)
  • How to co-create services and products with customers
  • Why building your business on purpose is more helpful, than building it on profits
  • How to meet the needs of what people need in the marketplace
  • Why you should trust your own intuition
  • How to learn by doing; evaluating what works and what doesn’t and then fine-tuning
  • Why you should take a ‘less is more’ attitude to promoting
  • How to transition from being competitive to collaborative

 

This post was co-authored by Yenee Saw. Yenee is currently completing a content marketing internship at the Australian Businesswomen’s Network. She studies Arts/Law at the University of New South Wales. 

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Carolyn Tate

Carolyn Tate

Carolyn Tate is a marketer specialising in conscious marketing practices working with professional and financial services businesses. She’s been in the marketing game for more than 20 years and is the author of Small Business Big Brand and Marketing your Small Business for Dummies. She is a consultant, professional speaker and workshop facilitator in the area of conscious marketing. She works with businesses that are truly serious about putting purpose before profit and who also want to see a real return on their investment in marketing. Carolyn is a founding member of Conscious Capitalism Australia and the community leader for Victoria.

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