Marketing shouldn’t feel icky. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) unpack how to promote your business with integrity—so you’re visible, valuable, and clear without the pushy vibes.

You’ll learn

• Audience-first, not me-first: speak to problems solved, outcomes, and fit—let buyers decide.
• Where the “salesy ick” comes from—and how to separate discomfort with selling from discomfort with showing up.
• Authentic offers > pressure tactics: clear CTAs, no tricks, no bait-and-switch (online or in person).
• Promotional balance without magic ratios: how value, story, and occasional direct asks work together.
• Storytelling that converts: simple beginning → middle → end structure that entertains and sells.
• Build trust with honesty: tailor recommendations, don’t force the top-tier offer.
• Email + local networking: two high-ROI channels that feel natural and compound with time.
• Map your customer: create a profile, listen for real language, and adjust as your business evolves.
• Ongoing audits: check that your messaging still fits your ideal customer and current goals.

• Write a 1-line value pitch you actually say out loud (who you help + how).
• Record a 20–30s Story explaining one offer, then post it—reps beat nerves.
• Send one useful email to your list (tip, story, or mini case study) with a single, honest CTA.
• Book one local 1:1 to build a referral relationship—sell through the room, not to it.
• Audit your last 9 posts: do they mix value, story, and clear offers—or just flyers?
• Create a quick “integrity checklist” for offers (no bait-and-switch, promise value first).
• Review your ideal customer profile and update any shifts; align next month’s content to it.