Good Authority artwork

Good Authority

11 episodes - English - Latest episode: about 3 years ago - ★★★★★ - 1 rating

This is Good Authority. The podcast that questions authority on social media — and how we as marketers and entrepreneurs use that influence to make money online and build our personal brands.

Hosted by Amie Finlayson — ethical marketing strategist and online business rebel — on a mission to create spaces where marketers feel empowered to engage in critical discussions within an industry in desperate need of an ethical shake-up.

Learn how to structure your business in a feel-good way with the tools to make your marketing ethical, effortless and effective.

In a world of experts and gurus, inflated numbers, buzzwords and half-truths: where do you stand?

Marketing Business Entrepreneurship business businesstips entrepreneurs ethicalmarketing influencers marketers marketing marketingtips socialmedia
Homepage Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Episodes

Pricing 101 - Transparency, Discounts and Online Courses

February 08, 2021 12:00 - 18 minutes - 14.8 MB

Welcome to the pricing 101 crash course episode.   Pricing is always a hot topic and it can be a major stressor for business owners, entrepreneurs, and marketers out there who don’t know where to begin with pricing their online courses and services or aren’t sure whether they’re doing it in an ethical, effortless and effective way.   Today, we're going to look at transparency, discount sales offers in regards to online courses, and then we're going to look through the lens of your ow...

How Authentic Leadership Can Elevate Your Personal Brand

February 01, 2021 12:00 - 13 minutes - 11.1 MB

Authentic leadership is about gaining legitimacy and building trust through developing honest relationships with followers as a leader and a personal brand. The relationship that we have as a personal brand and with our community is so important.    As a leader, the authority and a personal brand, you should be transparent and openly sharing your thoughts with your audience, considering alternative viewpoints and balancing your own beliefs with others and knowing that you're not the only...

4 Fear-Based Marketing Messages to Avoid When Selling Your Value

January 25, 2021 12:00 - 22 minutes - 17.9 MB

Let's shift away from that old crusty marketing textbook way of thinking and learn how to craft manipulation free messaging and what messaging you need to avoid when selling with integrity.   In today’s episode, I delve into the 4 ways your brand messaging may be manipulating your buyer into making a decision out of fear to sell your services, digital products, and online offers, such as courses or masterminds.   I'm specifically going to be talking about this in the way that markete...

Sales Calls: How to Create a Safe Space for Decision Making

January 18, 2021 12:00 - 21 minutes - 16.5 MB

Today we’re talking all about sales calls. How to run them, how *not* to run them, why you need to watch out for free calls that force decision making, the online business standard and what are some of the alternatives to sales calls.   Sales psychology isn’t always harmful and predatory; it’s just human behaviour. However, many online business owners use slimy sales tactics within a sales call which they masquerade as a free strategy session or discovery call, to make their potential cu...

WTF is Charm Pricing and Does It Matter?

January 11, 2021 12:00 - 16 minutes - 13 MB

Welcome back to Good Authority as we enter into a fresh new year.   In today’s episode, we’re talking about WTF is charm pricing and does it matter?   Charm pricing is often called psychological pricing. A way to influence the buyer to purchase while thinking that they’re getting some kind of awesome deal. This is seen by many as a manipulative tactic because it makes the offer appear less expensive than it actually is.   As a business owner and entrepreneur, you might be using c...

Create Your Own 2021 Ethical Marketing Guidelines

December 21, 2020 12:00 - 17 minutes - 13.6 MB

2020 is coming to a close which means that a new year and so much possibility is just around the corner.   Today’s episode is all about how you can create a new set of guidelines for your ethical marketing in 2021. This episode has been broken down into four parts - pricing, storytelling, community and sales.    I want you to consider this episode as your permission slip to make better business decisions next year. Don’t aim for perfection (as that’s near impossible) but craft your o...

The Ethics of Testimonials & Reviews

December 14, 2020 12:00 - 11 minutes - 8.88 MB

Testimonials and reviews have a strong swaying power but many marketers and entrepreneurs use them in a predatory, coercive and unethical way.   The easiest way to create trust online is to get someone else to say how great you are and it's fundamentally good for business when they do, however, your testimonials need to be as truthful and value-based as the actual content that you're teaching or the service you're providing.   In today’s episode, I touch base on the core principles o...

How to Increase Online Course Completion Rates

December 07, 2020 12:00 - 22 minutes - 17.3 MB

Welcome back to Good Authority. In today’s episode, we’re deep-diving into the world of online courses and how entrepreneurs love to sell but rarely deliver.   The problem with online courses is that the completion rates are extremely low. They can be as low as 10% and as high as 60%. This could be due to lack of time, lost inspiration, sneaky marketing tactics, no clear coursework timelines; there is no definitive answer.   However, the good news is that you can increase your online...

Why Your Payment Plan is Predatory

November 30, 2020 12:30 - 16 minutes - 12.8 MB

There’s a difference between flexible payment options and predatory payment plans. One offers possibility and the other is simply discrimination.   In today's episode, I’m answering the age-old online business question: should you charge more for payment plans?   You should, if following the standard that is accepted in the online business industry. But let's challenge that.   Why DO entrepreneurs and personal brands penalise people who can't pay in full? What makes a payment pla...

How FOMO Damages Your Brand

November 30, 2020 12:00 - 19 minutes - 14.9 MB

Let’s talk about FOMO – the Fear Of Missing Out.    None of us are immune to FOMO; you know that feeling, scrolling through social media and seeing a friend at an event, concert or party that you didn’t attend, but wished you had.   But did you know that marketers and entrepreneurs are using these unethical fear-based tactics to target and sell to vulnerable audiences using your fear of missing out, self-worth and impulse buying as their go-to strategy?   In marketing, FOMO is us...

This is Good Authority

November 19, 2020 09:03 - 2 minutes - 2.25 MB

This is Good Authority, a podcast that questions influence, online gurus, sales tactics and marketing motivations. If you want to learn how you can grow with integrity and make letter business decisions, this is the podcast for you.   I’m Amie Finlayson, your host and an online marketer who is on a personal mission to create online spaces where people are able to engage in critical discussions around their work as a marketer and entrepreneur.   Are you ready to challenge the status q...