Imagine this…
You’re in sleek, shiny boardroom on the 92nd floor of a Manhattan skyscraper. The AC hums, golden brandy glimmers in crystal decanters, casting soft reflections on the table, and a haze of cigarette smoke drifts through the air.
You’re surrounded by five other people — all middle-aged, white, married men — and all are engaged in a heated debate.
The topic at hand? How to sell more razors.
Suddenly, the man to your left — John — says he’s got a brilliant idea: “What if we convinced the wifies underarm hair is unhygienic and unfeminine — that no man would want them if they had any? That could work.” Everyone nods in agreement, scribbling notes, when Chad chimes in too: “What if we made the razors… PINK?” Enthusiastic murmurs fill the room. “Great idea, Chad. Sold.”
And just like that, a marketing campaign is born.
One that reduces women to a set of stereotypes and bit by bit conditions them into buying a product they don’t need.
It may sound like a ridiculous scene from a Mad Men episode, and it is a fictional example (I have no idea how exactly the boardroom conversations went when female razor campaigns were created – here’s an interesting article on the topic), but it rings all too true.
This. This is the legacy our current marketing strategies are built upon.
A legacy that still lingers, leaves it mark, … and might actually be damaging your marketing (or even hurting you personally).
So let’s dive in a little deeper to uncover the nitty-gritty of this (and how to do things differently), shall we?
Profit-first: an ineffective, outdated, and frustrating hallmark of traditional marketing
Traditional marketing strategies are built on one simple principle: get people to buy things, and get them to buy it fast. These methods prioritise profits over people, focusing on quick sales through aggressive advertising, broad targeting, and transactional relationships.
Think about it.
TV commercials that push you to buy now, mass email campaigns that clog your inbox with subject lines like “Last chance!”, or clickbait ads that promise more than they deliver. These are tactics that treat people like numbers in a system, not individuals with unique values and needs. It’s all about the hard sell, pushing for quick results, without considering the long-term relationships that truly matter.
Industrialisation and capitalism have left deep traces in our marketing methods.
And not always for the better.
Because more often than not, traditional marketing efforts feel (and are) dehumanising, objective, manipulative, and full of biases.
They’re stuck in a time when profit was the only goal, and the people they targeted were just statistics to be influenced by slick tactics.
It’s no wonder traditional marketing feels icky.
But here’s the catch: this kind of marketing doesn’t always work in today’s world — at least not like it used to.
And that’s a good thing.
Why a profit-first focus falls short in today’s world — especially if you’re impact-driven
Our world has changed.
Of course, the legacy of slick profit-first marketing still lingers. And social media has complicated the process of discerning whether something is in fact real or not (just think about things like deepfakes, fake news, and echo chambers).
But there is also growing awareness about marketing manipulations and the mechanics of propaganda. Many have wisened up and expect more from organisations and businesses: they demand REAL sustainable efforts and change, not just superficial gestures. They’re more skeptical of what they’re being presented with AND they’re constantly being bombarded with messages vying for their attention, so it’s become increasingly harder to capture someone’s interest. The old, traditional marketing tactics really aren’t gonna cut it anymore.
Here’s a few reasons why:
- Too Much Focus on Profit Over Purpose:
Profit-first marketing focuses on short-term profits, often using manipulative tactics to get quick results and maximise revenue at all costs, and sacrificing authenticity in the process. But for you, the goal isn’t just to make a sale; it’s to create real, lasting impact. - Boring One-Size-Fits-All Approaches:
The broad, cookie-cutter approach of traditional marketing doesn’t resonate the way it used. Impact-driven audiences want something more personalised — messages that speak to their unique values and experiences. And an impersonal, boring, one-size-fits-all campaign doesn’t cut it anymore when people are looking for genuine connection and deeper engagement. - Integrity Concerns:
Many people have been burnt by scarcity marketing, false claims, and manipulative tactics. They’ve become more wary of whom they buy from and are more discerning on whether a product or service actually delivers on what it promises. So you want to make sure you’re focus on creating real value, not just trying to get as many people to buy as possible through aggressive methods. - Lack of Emotional Depth:
Traditional marketing often ignores the power of storytelling. It relies on transactional language, pushing products or services without considering the emotional connection that’s so crucial to truly, deeply connect with people. But your audience isn’t just looking for a transaction — they want to be part of something bigger. They want to know they’re making a difference.
So if you’re not just profit-driven, but impact-driven as well, your marketing should reflect that.
What your audience truly, absolutely, desperately craves
So, what does your audience want? How can you move beyond the transactional, profit-first mindset of traditional marketing and connect with the people who truly care about your mission?
Think about the last time you truly connected with someone over something.
You know that split second, when your heart races, you feel so inspired, so excited, and you can’t help but take action. Like that time when your words flowed with conviction as you stood up for a cause you deeply believed in; or when your finger spontaneously clicked ‘buy’, unable to resist the enticing promise and allure of that life-changing business program or beautiful dress that would suit you so well.
Can you recall what sparked those feelings of inspiration and compelled you to take action?
I’m willing to bet that, in that particular moment, a mix of these four driving forces was at play:
- Connection:
People want to feel like they’re part of a community. They don’t just want to be customers or donors — they want to be contributors to something bigger than themselves. They want to truly feel connected and know that their actions matter. - Transparency:
In a world where information is abundant and easily accessible, your audience desperately desires honesty. They want to know that your mission is real, that you’re walking the walk, not just talking the talk. This trust is built through transparency and authenticity, not through manipulative urgency tactics or “I’ll-shame-you-so-you’ll-buy” messaging, and you will pay a heavy loss-of-trust fine if you don’t pay any attention to this and make sure to include a practise of transparency in your marketing. - Storytelling:
A good story is more powerful than any sales pitch. People remember stories — they feel something when they hear them: laughter, crying, the inspiration to finally get off their ass and do something. So share the stories of the people whose lives you’ve impacted. These real-life stories help your audience see the tangible results of your product or mission, and inspire them to take action. - Collaboration:
People want to be part of the conversation. They want to feel heard and valued. Engaging with your audience through open dialogue is far more impactful than simply pushing a one-way message. It’s about building relationships, not just making transactions.
Connection. Transparency. Storytelling. Collaboration.
Remember those.
They’re the driving forces behind integrity-led marketing that really packs a punch.
Rethinking your marketing approach: how Starry Impact Studio can help
Wanna do marketing differently than the 92th-floor-Manhattan business men from the earlier story?
At Starry Impact Studio, we understand that much of the marketing world isn’t built for organisations and businesses like yours.
We know that many traditional strategies are outdated and fall short when it comes to making real, authentic connections. That’s why we focus on crafting mission-aligned marketing strategies that engage your audience in a way that’s genuine, transparent, and impactful.
So you can make money AND make a difference.
And finally build out that world-changing legacy you dream of.
Want some 1:1 support with this?
In our Impact with Integrity Audit, we’ll identify the gaps and blind spots in your current marketing strategy, so you can stop wasting time and energy on what’s not working and focus on what will truly move your mission forward. Get ready for more sales, increased donations, greater awareness for your cause, and stronger community support — or any other goal you are dreaming of achieving.
