How Quitting Digital Marketing Led Me to the Most Powerful Tool for Eco-Businesses
Email #2 of 5: The Discovery That Changed Everything
Dear Eco-Entrepreneur,
Yesterday I shared the myths keeping sustainable businesses stuck. Today, I want to tell you how I accidentally discovered the most ethical and effective marketing approach—one that aligns perfectly with your values.
My Digital Marketing Disillusionment
Like many in 2020, the pandemic forced a career pivot. I transitioned from Library work and teaching English abroad to digital marketing, thinking my Master’s in Library Science would give me an edge with search algorithms and keyword strategies.
I invested heavily in expensive programs to master Google and Facebook ads. But the reality was frustrating:
Character limits cramped my message. Google’s proprietary algorithms are proprietary and so, are not transparent, so all the SEO theory I’d learned was nothing more than an educated guess. Google Analytics data were far less meaningful than you would expect—ad budgets mysteriously disappeared by month’s end, with no way to clearly track who were shown the ads.
Even when I achieved 30% ROI for clients (considered excellent compared to the industry standard of 1-3.5%), it felt hollow. I was spending their money on what amounted to expensive gambling, requiring $1000+ monthly minimums to see real results.
Worse, I felt like I was manipulating people into buying. I felt like I was being fake, misleading people and clients, and this kind of persuasion felt unethical to me.
The Sabbatical That Opened My Eyes
I quit in 2022, returning to online English teaching while exploring other marketing avenues.
That’s when I noticed something interesting: every program I purchased included free mini-courses delivered via email sequences. These weren’t sales pitches—they were genuinely valuable education that gradually built trust until I felt informed and ready to buy.
I didn’t mind receiving daily emails for weeks, or offers for products and services during the emails when they were delivered in this manner. In fact, I looked forward to certain names appearing in my inbox, eager to read and learn more from these experts who shared so much high quality information for free that I really liked them, felt like I knew them personally, and trusted their recommendations and advice.
The Lightbulb Moment
Then I discovered Nicolas Cole’s educational email strategies and ghostwriting approach. The curtains pulled back—I finally understood why those mini-course sequences were so effective.
This educational approach was the ethical, effective marketing I’d been searching for all along.
Why This Is Perfect for Eco-Businesses
When I started applying this to eco-minded businesses, everything clicked:
Educational email marketing builds genuine goodwill. People choose to opt-in for valuable content instead of being spammed with traditional campaigns.
It bypasses shadowbanning and censorship. Your emails can’t be buried by Google or social media algorithms. You forge a direct connection with customers who want to hear from you.
It provides space to truly educate. You can explain the difference between certified organic and “organic” marketing claims.
You can show why made-to-order sustainable clothing is worth the premium when customers understand that 70% of “recycled” clothing ends up in oceans or landfills anyway. You can explain why your certified organic chocolate is worth the higher cost. An email allows you a convenient ‘space and time’ to help people understand the reasons why regenerative agriculture is worth investing in and why marginalized products like hemp fabric is worth seeking out and buying. You can help people understand new breakthroughs in understanding the natural world and help people see through greenwashing and propaganda about climate change and learn what to eat that is truly healthy for humans and helps restore the planet.
Education tips the scales. Conscientious consumers will pay more for sustainable products—once they understand why it matters.
The Ethical Marketing Revolution
Here’s what I realized: educational email marketing isn’t just about making more sales. It’s about helping people make ethical choices that improve their quality of life, reduce pollution, and help restore our planet.
While educational ‘YouTube University’ provides access to videos that can education and can be helpful, what seals the deal is having this information delivered conveniently to someone’s inbox in a personalized, structured sequence, with the option to purchase when they’re ready.
You’re not pushing products—you’re bringing value into the world, delivering it directly to the people that it will matter most to, and sharing knowledge that creates positive change.
Why This Works for Green Businesses
Traditional marketing feels pushy because it is. But educational sequences align with sustainable values:
- Transparency over manipulation
- Education over pressure
- Building relationships over quick sales
- Long-term thinking over short-term gains
Your customers aren’t just buying products—they’re joining a movement. And education is what transforms curious browsers into proud advocates and raving fans.
What’s Coming Next
Tomorrow, I’ll break down exactly how a 5-email educational mini-course is structured and why this format works so effectively to turn skeptical visitors into loyal customers.
You’ll see the blueprint that’s helping eco-businesses build authentic relationships while generating sustainable revenue.
Until then, ask yourself: what would change if your marketing felt as good as your mission?
Talk soon,
[Your Name]
P.S. If you’re tired of marketing approaches that don’t match your values, you’re not alone. Reply and tell me what ethical marketing means to you—I’d love to hear your perspective