How to market more humanely with Sarah Santacroce

Today’s episode of the podcast is an interview with Sarah Santacroce, who talks all about humane marketing and her alternative model to the traditional 7 P’s of marketing. I always love talking about this sort of stuff, as I think it's helpful to have open conversations about some of the marketing tools and tactics that are commonly used, because I have fallen for them and I’m sure many of you have too! What I really love about this episode is that we talk about how to actually market our business in a way that fits with us, and Sarah has some really interesting takes on why we should look at who we are, rather than looking at our avatar. KEY TAKEAWAYS COVERED IN THE PODCAST  What is wrong with traditional marketing What humane marketing looks like How to know when you’re doing humane marketing THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE Humane marketing starts with awareness, the fact you’re even mindful of it, is a great first step! HIGHLIGHTS YOU SIMPLY CAN'T MISS The 7 P’s of humane marketing How we bring more empathy into the business world Why humane marketing is still about selling, just in a compassionate way LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Sarah's Website Sarah’s LinkedIn The 7 P’s of Humane Marketing   TRANSCRIPT Hello and welcome to this week's episode of the podcast. How are you doing? So we have an interview and if you listen to my episode last week, which hopefully you did, and if you haven't, go and take a listen cause it's, I was gonna say it's a good one. That always sounds so like full on. Like, I'm so amazing. Go listen to it. No. It covers a lot of good stuff. Oh man. And also, I talk about what's happening with the podcast, which is the fact that my interviews are gonna be stopping soon. So I have literally after this one, another three interviews, and that's it. And then it's just me. So if you wanna find out more on why I've done that, then obviously go back and listen to episode 267. But this week we have the lovely Sarah who talks about humane marketing and it's a really lovely conversation and actually probably quite an interesting one given. And I always taught love talking about this sort of stuff, and I try not to go on about it all too much because sometimes I think it can sound like we're being very negative and it's not that at all. I think it's helpful to have open conversations about some of these marketing tools and tactics that are used because I have fallen for them and Sarah has fallen for them. And also what I really love about this episode is we talk about how to actually do it in a way that fits with us. And she kind of has some really interesting takes on us looking at who we are rather than necessarily looking our other task straight off the bat. So I find that really, really interesting and she's so lovely and we've met a few times and I've been on her podcast and it's one of those people that she just kept being put back in my world and back in my world. So sometimes you have to go, I think we should be having a conversation, but it's a really, really good conversation. I know you're gonna like it, and like I said, enjoy it. We've only got a few of these interviews left. So I will hand you over to the lovely Sarah, and I will see you in a bit. Okay. I am really excited to welcome to the podcast today, the lovely Sarah Santacroce. Sarah, how are you doing? Sarah: I'm doing great. Thank you so much for having me Teresa. It's always so fun to hang out with you. Teresa: And we've hung out a few times, which is lovely and very serendipitous. Kept being thrown into each other's lives, and I love it when that happens. It's like, you see someone somewhere and then something else happens. You're like, Oh, you are here again. Like, or we've been put in the same space again. So I just think that's the universe going in. No, you two should probably like have a conversation. Lovely. So nice. So we always start exactly the same way on the podcast where we get you to introduce yourself to my amazing audience by telling them who you are and how you got to do what you're doing today. Sarah: Yeah. Thank you for that. You know, I used to always go back to the professional background and you know how I became who I am today. And now that I understand the importance of being and not so much of doing, I start with my hippie upbringing. So that kind of the story I tell now because, yeah, I grew up in Hippie Commune, a small Hippie commune here in Switzerland. My parents and some friends bought an apartment building together and we really just colive during my whole childhood. So from age, probably two until I was, 17 and moved out, I grew up in this different way of living together, and back then, of course, I thought it was normal to me, but everyone else thought this is weird. You know, people walking in and out of your apartment and you know everybody and you're always eating together and all of these things that we did differently. Yeah. Were, It's just very strange to other people. Especially I remember boyfriends, you know, like who are all these people just walking in and out. Yeah. I'm telling that story because it really matters to me now, you know, I kind of came full circle with myself and, and growing up that way gives you a certain kind of set of values. And when I then moved away and kind of started on my own path and got into business, became an entrepreneur, I was so influenced by this business thing and how you have to be in business and you notice, well, we talked about this before, Teresa, kind of this online business and who you have to be and how you have to show up. And so all of these hippie values really didn't fit in that picture that maybe I, I also created myself, but definitely felt like other people were giving me this picture of what it means to be a successful online entrepreneur, especially a marketer. Right? So really kind of coming full circle and, and saying, wait a minute. You know what really matters here, even if it's in the online space or, or it doesn't matter. Like what does really matter when it comes to your relationship with your clients, with your community and, and all of that. And so, yeah, I, I feel like I'm coming back to those values that I grew up with and really fully showing up with those. And it seems like people, it was really scary coming out with that story. Especially on LinkedIn, right? LinkedIn is kind of like the mystic, very corporate. And now I just Yeah, absolutely embrace it and I feel so different from, you know, just even five years ago. Teresa: That's so good. And honestly, like this is the stuff people remember. These are the things that like that's, you know, now I could probably spend the entire time of the podcast literally asking you about this. Cause it sounds fascinating. And again, it's that learning what, you know, you knew no different. That was how you lived and that was your life. And that was, you know, and I know no different to how I lived. So it's just, I find it so fascinating to talk and learn and understand about how people live and how they work and how they show up in the world and, and I just think you are right, that kind of you know, upbringing to then go into something that's very business orientated and then into an online business that is very about the numbers and a very veiled attempt of being like caring about the people, when really you care about the numbers and when you hit those big numbers, it's almost impossible to give people that attention because it's just too big. So tell me, so my audience, describe what it is service and, and business you have today. Sarah: Yeah, so what I'm doing today, well maybe when I started I built a LinkedIn consulting agency and, and really just focused in on LinkedIn and helped still do with my clients today, but it's not something I'm growing anymore. But you know, like LinkedIn profiles, how do you use LinkedIn for business? I trained in companies and schools, et cetera, et cetera. And so then a few years ago while kind of going through this okay, who am I? What's my story? And really kind of a breakdown cuz I remember sitting on a therapist chair and just saying, look, I just don't fit into this business world anymore or maybe never have, but I've been playing this game, wearing the mask and now I'm like, I'm done with this. Really not knowing well, what am I doing then if, if I can't do that for my LinkedIn consultancy, then what is it that I'm gonna do instead? Until kind of like a few days a, after this term, the gentle business revolution came to me. So this idea of we need a revolution, which is kind of goes hand in hand with my hippie upbringing. You know, we need to do things differently. And the, the term gentleness, meaning like we have been doing things in such a kind of rough and business is business. Business is not personal kind of way that I felt like that's why business never worked for me or it just didn't work well for me anymore. And I wanted to bring more gentleness and empathy and kindness back into, into marketing and business and, and so from that term, it then became the first book and, and now I call it humane marketing due to a trademark issue I had to go through, through some kind of trademark mess.