The phrase heart led marketing makes some people nervous. It sounds, they tell me, a little soft. A little imprecise. The kind of thing that is said at conferences and then quietly forgotten on the journey home.

I want to make the case that it is, in fact, a rigorous commercial strategy, and one of the most effective I know.

Heart led marketing begins from the inside out. It starts with a genuine reckoning with your values: not the values on the website, but the ones that actually govern your decisions when things are difficult. It asks how you wish to make people feel at every point of contact with your business. It insists that you be of genuine service before a contract is ever signed.

When your external communication is a faithful expression of your internal culture, when what you say and what you do are the same thing, something rather remarkable happens. You stop having to sell. You begin, instead, to attract. You draw towards you the clients who share your values, who respect your boundaries, and who are, in the truest sense, a pleasure to work with.

It is a quieter way to grow a business. It is also, in my experience, an infinitely more sustainable one.

With warmth, Mimi

Frequently Asked Question

Is values based marketing actually profitable?

Yes. When a business operates with genuine integrity and its marketing reflects its true internal culture, it naturally attracts highly aligned clients. This reduces the cost of acquisition, improves client retention, and creates a far more sustainable and profitable business model.