In business as well as in society, there’s a growing movement toward a more conscious type of individual. More conscious individuals still want to do business and sell things, but they don’t want to sacrifice their values. The move toward a more conscious society is reflected in the changing face of today’s entrepreneur. This growing segment of the business population requires a different marketing technique than the businessman of yesteryear. Successfully marketing to these individuals enables you to tap into a segment of the business world that is growing quickly and currently under-marketed.

The Changing Consciousness of Our Society

As a society, we’re moving away from the consumable-driven businesses of yesteryear and toward a growing concern with renewability, sustainability and values. A growing number of individuals and businesses are focused on more large-scale things, such as our health, sustainable resources and big-picture concerns. These people consider not only their bottom line, but how doing business is going to impact their community and their world in the future.

In short, we’re moving toward a more conscious type of world, in an individual, societal and business sense. A growing number of successful businesses are run by this type of conscious entrepreneur, and this demographic represents an important target in the business and marketing world.

The Value of the Conscious Entrepreneur

The old mentality was that marketing to this type of conscious entrepreneur was a lost cause. Yesterday’s marketing professionals believed that these individuals have a poverty-mentality, and that they’re unwilling to spend money on events, conferences, classes or courses. The old belief was also that this was an extremely small segment of the population, and it wasn’t worthwhile to try to reach them.

Today’s successful marketing firms are just starting to realize that this segment of people represents a growing portion of our population. Today’s smart businessman does have the money and is willing to spend it on the right event, product or service. Further, these individuals aren’t currently well-marketed, as the old marketing techniques are a turn-off for the conscious entrepreneur. This means that people who master marketing to this demographic have what is essentially a captive audience of people who aren’t being reached by many other techniques, and who are well-qualified prospects for the right product or service.

How to Market to a Conscious Entrepreneur

The key to reaching this type of audience is to avoid the hype-y sales-talk type of copy, and instead focus on forming an emotional bond and speaking the language of these individuals. The people in this demographic are concerned with sustainability, renewability and overarching concerns that affect our society as a whole. Marketing your product or service in these contexts is the best way to reach these individuals.
Speak directly to the conscious entrepreneur. Come from a place of heart and sincerity. Show them that you share their values, and demonstrate how your business and you as an individual adhere to those values. When you come from a place of authenticity and speak directly to these individuals, you’ll really be able to connect with this demographic, and that will lead your business to a new level of marketing success.

About the Author:

Bernadette Doyle created Client Magnets to help self-employed people solve one of their biggest business problems: attract a steady stream of clients. Register FREE for access to her teleseminar series on Stepping Up to New Heights in Your Business and Life:

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