Back to Blog

How To Do Marketing That Feels Good, Does Good and Gets Good Results - With Karen Webber

Aug 02, 2021

Tom Bailey, founder of Succeed Through Speaking, interviews Karen Webber.

Karen Webber of Goodness Marketing helps small businesses do marketing that feels good, does good and gets good results. Karen is part of the team behind the ethical move, creating a movement for ethical marketing. Originally from South Africa, Karen now lives in the UK.

Why you've got to check out Karen's episode:

- Learn how Karen helps small businesses with big hearts. Those business owners who care about their impact in the world and treating people fairly. Those businesses who are so passionate about helping their customers are good at marketing but not great.

- Why a lot of marketing techniques don't work for these small businesses and the negative impacts this can have on both the business and the business owner.

- The importance of listening to your instincts and your inner voice. And why you need to have a mindset shift to ensure you can implement these new strategies successfully.

- Discover how to get access to the Ethical Move platform and the resources available on the goodness marketing newsletter.

- Hear Karen's suggestion on where the best place to start is when you are looking to shift the focus on your marketing. Starting with why!

Resources / Links


Tom Bailey: Hello and welcome to Succeed Through Speaking the place for experts and entrepreneurs who want high value ideas to boost business results.

Hello, I'm Tom Bailey. And in today's episode, I'll be getting to know Karen Webber, who is from goodness marketing and she helps small businesses to do marketing. That feels good. Does good and gets good results. So, Karen, hello and a very warm welcome to today's episode.

Karen Webber: Very much for having me.

Tom Bailey:  I really appreciate you being here and just out of interest whereabouts are you based right now?

Karen Webber: I'm in Marple, which is a little village on the edge of greater Manchester and the peak district. So, kind of close to town and close to the Hills. Excellent.

Tom Bailey: And we've just mentioned before we started that we're melting because it's a very hot July here in the UK. Thank you. So, I'm going to share a little bit more about you before we do get started. So, Karen is originally from South Africa and as you heard, she's now here in the UK, and she's part of a team behind the ethical move, which are creating a movement for ethical marketing. The title for today's episode is How To Do Marketing That Feels Good, Does Good And Gets Good Results and Karen is going to show us how to do that in just seven minutes. So, question one today is who are your ideal clients?

Karen Webber: So, I work with small businesses with big hearts. So, in my experience, lots of small business owners really care about what they do about their impact in the world about treating people fairly and giving them the best service and products possible. So those are my ideal clients very often, or most of the time I work with people who have some experience of marketing. So not novices. And I must say I'm always so impressed by how much people actually know. So, people might say, oh, I don't know about marketing. And then I look at what they do and small businesses are actually excellent at engaging their audience. And I think it's because they're so passionate.

Tom Bailey: Perfect. So, it sounds like they've got a good starting point, but they must have some challenges. So, what's the biggest challenge that they typically face.

Karen Webber: Sure. Usually when they come to me, it's because their marketing is not working usually on multiple levels. It's either not working in the traditional sense that it's not getting them the results they want, but very often it's because marketing is not working for them as a person or for their organization. Traditional, usually it's because they are following the traditional rules of marketing rather than doing what feels good to them.

Tom Bailey: Perfect. Okay. And when they're going down this path of marketing, they don't want to, they will not get any results. What does that, what impact does that typically have on either them or their business?

Karen Webber: Marketing doesn't work. So, it means that they don't sell as much as I need to or should I don't like the word should but one to sell and to keep their business afloat. And very often I also see that it kind of spirals into either burnout or people just kind of feeling. Just, I stick my head in the sand and not do marketing. Whereas all of us who have businesses know that marketing is part and parcel of it. But what I'm here to say is that you have a choice in how you do it. You don't have to follow the rules that don't feel comfortable or enjoyable to you.

Tom Bailey: Amazing. So, what is one valuable piece of advice that you might give to somebody to help them get started on this path of the new way of marketing?

Karen Webber: Hmm. I would say, listen to your instinct, listen to you. And I think in order to tune into that inner voice helps if you're really clear about your purpose. So, the thing that gets you out of bed in the morning, the thing that makes you show up on your worst days and keep doing what you're doing I do feel. Sometimes we need a bit of a mindset shift from marketing, being this horrible thing that you need to do to take things from people. It can actually be an act of generosity, especially if you're one of these small businesses with a big heart and you're doing good in the world. Then withholding that information from people is not actually serving them. So, it is a bit of inner work, I guess, that needs doing in shifting that mindset.

Tom Bailey: Okay. If it's so yeah, a lot, a lot of mindset shifts and obviously new strategies to put in place as well to help them grow their business. So, people that want to get started and want to move in the right direction, what is one resource that you could share to help people get started?

Karen Webber: So, as you mentioned, I'm part of the team behind the ethical move. And before I came across the ethical move, I didn't know that there were all these other people who also believe that traditional marketing feels a bit gross and who didn't like it. Since then I've joined the team and we actually have amazing resources. If I say to myself available on the website, The Fantastic resource resources there about getting started. And I would plug my own newsletter because I send out a weekly newsletter with tips and advice and gentle encouragement to follow this new path.

Tom Bailey: Amazing. So that second newsletter, sorry, is forward slash newsletter. And the ethical move was Is that correct? Yep. Perfect. I'll put both of those links into the show notes then below this episode, so you can click on those and they can get started today. Okay. So quick question about yourself and that is what is one or what is one of the greatest either mistakes or failures that you've ever made over in life or business. And what did you learn from it?

Karen Webber: I think I've had to really think about this question. I think because I'm quite a positive person. I like to twist failures into opportunities to learn. But I think the times where I was most disappointed by the times where I followed somebody else's idea of success or somebody else's agenda. And despite what I felt in my intuition, in my inner self. So that's something that I'm increasingly learning. I'm certainly not there yet, but it's getting that courage continuously to listen to yourself, to trust in you and your beliefs and your values. And then to take the action based on that, rather than somebody else's.

Tom Bailey: Love it. Thanks so much for sharing. And the last question today is what is the one question that I should have asked you that will also bring some great value to our audience?

Karen Webber: I think where to start because I, when I work with clients, I always go back to the basics, which for me is not, should I be on Facebook or questions like that? It goes really deep into what is your purpose? What is it that gets you out of bed in the morning? And then from that, what are your values being really clear about who you are as a business owner, what you want, your, what impact you want to your business and your life to have in this world? So that is surprisingly where we need to start with marketing. It's not the, how are we going to do things? It's the why we're going to do things. So, if you can get really clear on that, I think that's a really strong person.

Tom Bailey: Perfect. Thank you very much because I guess the trap, some of us fall into is the next marketing tactic or evergreen webinars, or, you know, whatever it is, that's new at the time.

Karen Webber: But really everyone's about TikTok  at the moment when people kind of pause to think, does this fit what I'm trying to do with my business. Does it fit who I am? Is this where my people hang out and want to see me? So always asking those questions rather than just going the experts say.

Tom Bailey: Yeah. Perfect. Thank you so much. Some great advice to end on. So, thanks again for your time today. And I really appreciate you being here to share some great expertise with our audience.

Karen Webber: Thanks Tom. For having me.