132: {Interview} Unlocking the Power of Values-Based Marketing with Megan Kachigan

In this conversation,  Megan Kachigan and I explore the concept of values-based marketing, emphasizing its importance in today's business landscape. Megan shares her entrepreneurial journey, highlighting the significance of understanding one's values in marketing strategies. We discuss how shared values can build trust and loyalty with clients, the necessity of consistent marketing, and practical ways to implement values-based marketing on social media. The conversation concludes with insights into client success stories and the importance of simplifying marketing efforts.

takeaways

• Values-based marketing is essential in today's business environment.
• Trust levels are at an all-time low, making values crucial.
• Good marketing should not feel icky or gimmicky.
• Shared values create a natural connection with the audience.
• Selling should feel like an invitation, not a transaction.
• Consistency in marketing helps avoid feast and famine cycles.
• Understanding your values can simplify your marketing strategy.
• Marketing should resonate with your audience's beliefs.
• Your unique positioning often stems from your values.
• Building the know, like, trust factor is vital for sales.

You can connect further with Megan HERE or check out her messaging journal HERE Use code JOURNAL7 to get it for just $7

Transcript

Caroline Pennington (00:01.196)
Welcome Megan.

Megan Kachigan (00:02.81)
So glad to be here.

Caroline Pennington (00:05.166)
So you and I met virtually recently. We were both in the room and for those listening, I always talk about the importance of getting in the room. So you and I were in Taylor's room on a virtual networking event a couple weeks ago recently and you said something that really sparked my interest and that was you immediately said that you talked about values-based marketing. So I wanted to get you on here. I want to tell your story, your entrepreneurial journey and then we'll skid into the values-based marketing and why everyone needs to be marketing that way.

Megan Kachigan (00:08.272)
Thank

Caroline Pennington (00:34.761)
not pitch slapping.

Megan Kachigan (00:35.856)
Yes, okay, very excited to share this. So you want me to jump into my journey?

Caroline Pennington (00:43.04)
Yeah, tell me where you are now and how did you get there?

Megan Kachigan (00:46.512)
Yes. So now I do what I call values first marketing, because as you said, it is very much needed in this day and age, especially with trust and 2025, just being at all time lows. And then with you being on LinkedIn, like you were saying, like it's just a pitch slap every other day and it's just too much. And that's a huge thing that turns people off of the platform in general, because it's just known for that, unfortunately.

And so I was like, I want to do things differently and I still want it to be effective and I still want it to be powerful. And I was thinking back, I've been in business six plus years now of like, can I make the, like, what is kind of the common denominator between all of my high level clients, multi six and seven figures? Like what is working? Like what is that golden thread between all of them that is working? And honestly, they all really know their.

values. So, okay, I'm gonna rewind a bit to get to my journey and then I'll talk more about the values first marketing. I'm just so excited because it's so good. So rewind, I started six years ago as a copywriter, director response, all of that pre-COVID and it was great and a great foundation for me.

But I found two problems. One is that people would hire me just wanting to like get stuff out there, but they didn't have like a real marketing strategy behind that. It was just throwing spaghetti at the wall, hoping something sticks, not having a real plan, or they had a strategy from this like very expensive business coach that they didn't really actually even feel good with. It didn't play to their strengths. They didn't enjoy showing up that way. And so therefore like it's really hard to market when you like

don't feel excited about marketing in that way. Like they're trying to get on video, like maybe they just like really actually process their thoughts best in writing or you know, vice versa, whatever it is. So I would run into that and be like, gosh, that is so, cause like copywriting is powerful, but if there's not a marketing strategy in place, like there's only so much we can do. And then same thing with messaging foundation. Again, if the messaging is off,

Caroline Pennington (02:43.288)
Thanks.

Megan Kachigan (03:11.056)
the greatest copywriting in the world, not really gonna get you anywhere. So like, I remember like the client would talk to the founder who would talk to like a marketing manager who would then talk to me as the copywriter. And it just felt like this game of telephone. And by the time it got to me, I was like, what does this even mean? Like, I can't work with this to really make it convert like in my own integrity. So.

being in these situations, forced me to step up into a messaging strategy role, into a marketing strategy role. And then finally I'm like, this is the work I'm doing anyways. the experience I have anyways, why am I not just claiming it in my title? And so values first marketing was then born out of those, it felt like

almost a lack of integrity for me to sell copywriting services if people didn't have these other two pieces in place. Or they maybe thought they did, but then upon talking about it, realizing, wait, there's some gaps, which you can be the smartest person in the world, but sometimes it's just perspective. You're still too close to your business to see what is happening. Like I had a super smart client making a good amount of money.

And, Her email sequence, which led to her webinar. And then the webinar post email sequence, led back to her webinar. And it was like, wait a second, what's going on here? But she didn't see it. And her assistant didn't see it either. It wasn't until they had fresh eyes coming in to be like, that little mistake was actually a big mistake. so part of it was like my own.

feeling like, okay, what's an integrity and what's in line with my values? And then realizing that I actually did a podcast episode, solo episode on like urgency and scarcity kind of marketing and is that okay? Because like, if it's like fake scarcity, obviously no, obviously that is not okay.

Megan Kachigan (05:30.08)
if you are not telling the truth, like, like that's never, but like, what if it's honest scarcity? Like there's a live event, there is a certain number of seats. Is it okay to say that? And so most people that I pulled for this said like, yeah, absolutely. That's fine. I got a really interesting response from the neurodivergent community saying, actually it's good. I like when people tell me, you know, Hey, there's only X number of seats left.

because it gets me moving. gets my brain to like make a decision and take action. So that was super interesting. And again, I don't want to necessarily speak for all, but of those that I pulled, that was an interesting result. And so for me, what it came down to of like, if you look at the science and the psychology of fear and scarcity based marketing, it works. Yes. And like we see the results, we see the conversions.

But it works on a short term scale. You win that sale, you get that cash injection, but do you win their loyalty? What about client retention? What about lifetime value? All of these other things. So values first marketing is just as powerful of psychology, but it's really playing the long-term game. It's rooted in connection and it's really the necessary precursor to conversion. You can't really have one without the other.

So instead of leading with like formulas or fear-based urgency, it's really about communicating from the inside out. You're starting with your core beliefs, your mission, that deeper transformation your audience is seeking. Whereas traditional marketing often focuses on selling, but people don't like to be sold to. Or like it makes you as the person selling feel icky, feel gimmicky, feel gross. like marketing shouldn't feel that way. Good marketing doesn't have to feel that

So values first marketing shifts from selling to really making others feel seen and not just sold to. And when people feel seen, then they want to take out their wallet and work with you. It's worth, they see the value in working with you or buying your product, whatever it is. So it's building trust and loyalty that lasts beyond the single launch.

Caroline Pennington (07:48.43)
Okay, you're good.

Caroline Pennington (07:52.383)
Yes. so your great segue into my next question because why does value values based marketing supercharge the no like trust factor.

Megan Kachigan (08:03.704)
Yeah, so it is huge because when we share the same values and I can tell stories that demonstrate it you're like, my gosh, your story is my story. Hey, me too. my gosh, we have this in common. Then it's like, we're already on the same team. I don't need to convince. I don't need to persuade. I don't need to do any of these weird gimmicky things because we are already in agreement.

So I can just naturally invite you to the next step as it makes sense. And so it feels so much more natural. It feels so much like a better, like you're still selling. Obviously you're a business, you've got to sell, but it doesn't feel salesy because you're not convincing, you're not persuading, you're not trying to tell them something they don't already know. You're just illuminating.

their values and then it's like, well, this would be a very natural logical next step if you are feeling this way or if you identify this way.

Caroline Pennington (09:11.598)
I've with so many people from the online space and in person that they just want to get that next sale. They want to make that next digital course transaction. And I am always like, no, you have to build the know light. Like they have to know you, trust you before you can ask them or if they even want to whip their credit card out.

Megan Kachigan (09:32.644)
Yeah. Yeah. Cause selling a service, you can be like, here's what I do. Here's what it costs. But I like, I don't really want to buy that, you know, versus extending an invitation. says, here's what I stand for. And if you believe that too, like you're going to feel real at home here. You know, there's a difference between that transactional feeling versus

the transformational and the shared values really create a bridge between you and your audience, helping them see your offer, not just as a solution, but as a fit to them, specific thing that they're going through that you get it.

Caroline Pennington (10:11.544)
So does this values based marketing work on evergreen funnels or exchanging time for money? mean like how and why and when does this work?

Megan Kachigan (10:23.866)
I would say all of the above. Any type of marketing it applies to, it can be adapted to, it can work for. And I would say, especially in this day and age, you've got to. Trust is at all time lows. There was a study where it was like 88 % of people say trust is the number one thing that is going to help their buying decision, make their buying decision.

And so you've really got to lead with that first.

Caroline Pennington (10:56.28)
So why is it important to start talking about your values?

Megan Kachigan (11:01.122)
Yeah, so people can identify with them so that they know, hey, I'm on the same team. And it doesn't necessarily have to be direct of like, I value XYZ. It can be stories that demonstrate how you express those values. It's you living out those values, not just saying, you know, that I believe in XYZ, but here's how I am living them out. So I have a client, for example, her intention

for the year was community. And she sells like a raw vegan bar. she, one of the ways she sells is at farmers markets. And she started to do a kid zone once a month at the farmers markets to create community. And so just doing a craft seemed for like a holiday around that month or whatever. And it brought community and families in.

around her product, it has nothing to do with what she sells, the ingredients or how healthy it is or whatever. It was just creating community because that really meant a lot to her and kind of just what keeps her going in the hardship of being an entrepreneur. So that was really cool to see her value in action and then leading to more sales.

Caroline Pennington (12:26.446)
So the values-based marketing, I understand the concept and I love it, and you and I both do LinkedIn and Instagram. How do you communicate and market that on both channels? How would you suggest?

Megan Kachigan (12:41.656)
Yeah, so first I would say it comes down to clarifying your brand's non-negotiable values. So what is it that you stand for? What is it that you will not tolerate? What is it like a clear no for you in business? And I have these questions in my messaging journal, which I'm going to share at the end, but it's 52 prompts that's going to help you really clarify these things and bring it out of you.

So first is clarifying what the heck are my values even and really getting to those on a deeper, deeper level, peeling back those onion layers. And then step two, I would say, is to connect those values to what your audience already believes and already wants. And then convert by showing how your offer is the next natural step, not because you pushed, but because it aligned.

so a lot of that is through storytelling and I feel like it doesn't really matter the platform. doesn't really matter. Email, podcasts, social, whatever, these types of stories, getting them out there in whatever medium it works.

Caroline Pennington (13:56.525)
you bring up, you kind of segue a little bit into something I talk about and teach all the time is people can feel your energy from across the screen. And if you're out there trying to sell and shove your offers out in people's throats, like that just is a huge ick. And you have to lead, I don't know if energy could be a core value or not, but that is part of the selling and the marketing.

Megan Kachigan (14:04.259)
yeah, totally.

Megan Kachigan (14:14.522)
Yes.

Megan Kachigan (14:25.016)
Yeah, which is another reason why values first marketing works so well is because you are in your energy where you're like, I really believe in this. Like this is the hill that I am going to die on. Like, you know that like what you stand for and what you believe in because and then if someone like disagrees with you, you're like, okay, you can disagree because this is truly where I stand. And so as we get bigger in business, as we get more visible,

More people will like the peanut gallery of the internet are going to have their things to say. And it doesn't matter. Like you can stand more strongly, more firm because you know what you stand for and what your business stands for. And the people who align with you, like they are going to fight for you. They are going to like, it's going to, it's a more of a movement than just here's my product. Here's my service. It's so much deeper, so much bigger than that.

Caroline Pennington (15:24.142)
Okay, so you I both work in the marketing space. Why is it so important that every single business owner markets their business? No matter what platform you choose, no matter whether or not you are comfortable showing up on camera, off camera, on video, not, why does every single business owner need to be doing it?

Megan Kachigan (15:43.33)
Yes, mean, the otherwise you're on the feast and famine roller coaster cycle of like, have clients, I don't need to market. I don't have clients. need to market. have clients. need, I don't need to market. I don't have clients. I do need to market. and so if you just market consistently, save your nervous system that, that stress and it, you become consistent in your brand, presence.

your reputation, your expertise in being out there. You're not going to miss opportunities. You're not going to leave money on the table. And I always say, you don't have to do all the things in marketing. You don't have to show up on all of the platforms. Start with the one that like really fits your strengths, talents, gifts, whatever, where you want to show up, where your energy is like, you're going to actually be excited about showing up and not feel like it's a chore on your to-do list.

and then like, no, your minimum viable marketing strategy. So that when life happens, when kids are sick, when you know, your roof is leaking, like when life just life's because it's life. what is the minimum that you can still do that can maybe takes you just 15 minutes a day. know what that is. So you can always do it. You can always be consistent and then seasons where life is going great. Add on a.

bit more, but always know like what your minimum viable is so that you have that consistency in your business and you're never without clients because so many people like good business owners rely on word of mouth and referrals, which is great because that means you're doing a good job. People are referring you. like that. And they often bring in the best clients for sure, but it's not consistent. You can't control.

when people are sharing your name in a room or not. And so the marketing just brings more consistency to your business, to your cash flow, keeps your nervous system more regulated. And I think just keeps you fired up about what you do. Keeps you remembering like, why did you even start this to begin with? Because I think a lot of business coaches when you first start out, it's like,

Megan Kachigan (18:05.572)
You identify your values, but then they never really get integrated into your business. And then we forget about them. And then it's like, wait, that's actually the most powerful thing about my business. That's going to connect people to me and to what I do.

Caroline Pennington (18:20.702)
Yeah, I think sometimes people are afraid to share their values because of exactly what you mentioned earlier. Some people, not everyone's going to agree with your values, but guess what? That's okay, too.

Megan Kachigan (18:29.21)
Yeah, you're never gonna win over everybody.

Caroline Pennington (18:34.21)
Yeah, and that's 1 million percent. And if you don't have time to market your business, you need to outsource it.

Megan Kachigan (18:39.428)
Yeah, totally.

Caroline Pennington (18:42.112)
Okay, so what is lighting you up with some of the clients that you're working with right now?

Megan Kachigan (18:47.406)
Ooh, what is lighting me up is, I feel like after one-on-one sessions, just the clarity that they get, they come to me just being like, I don't know, what should I talk about next month in my content? I don't have like capacity to think about it. And then we just brainstorm ideas and I'm able to pull things, like just know them and pull things out of them, their thought leadership. And it's just like.

Wow, I feel so much better. I feel so much lighter after working together. So having them really feel known in the process of working together, feel like is such a like exhale, relax to the shoulders and just like physically see them lighten by taking some of the load off of their shoulders and know that their marketing is handled and they don't have to do it all.

And I even see that not just with my done for you clients, but even I have a done with you program called Copy Critique Club where people can just like they've tried to AI it. It doesn't sound like them or they thought it was going to convert, but it's not. I need a real human to tell me like, what do I do? Do I overhaul everything? Usually not 90 % of the time. No, do you don't have to overhaul everything? I'm very good at seeing change this headline. Have you thought about this SEO? Look at this.

and able to identify, okay, let's test this instead. And then it's just like, that was the thing. And just, I love making it more simple. That is my value. Making it more simple marketing. People feel like it has to be so complicated. I have to do all the things. I have to do this. I have to be everywhere. There's ways that you can look like you're being everywhere without you actually physically, you know, being everywhere, doing all the things.

support in a done for you, done with you, or even DIY format is for sure worth it because it's hard to be consistent without it. Let's be honest, marketing takes time. takes mental capacity and thought power to really do it well. We're not just slapping things in a chat GPD and then slapping them up on social media or to your email list, or if you are doing that, stop. Because you're losing trust with your audience if people can tell that.

Megan Kachigan (21:02.704)
it's not you, if it's not your heart, if it's not your values really behind it. again, especially with AI just...

turning out content and like it's so noisy out there. The way to cut through the noise is not to shout louder, but to really go inward and say, okay, what is it that makes me different? And often your values are a different where you will find your unique positioning, your differentiating factors.

Caroline Pennington (21:34.828)
Okay, I love that you just said that. So how can our listeners find you?

Megan Kachigan (21:39.448)
Yeah, so you can find me on the values first marketing podcast. That is my podcast. And then I would also love to share my messaging journal, my messaging clarity journal in this values first framework. So if you loved what we're talking about and you're like, okay, what are the questions I need to be answering? how do I even people have created so much content just from going through the journal and be like, I can post that.

So that link is in the show notes and it's normally $37, but for listeners of this podcast, you can use the code journal7 and you'll get it just for $7.

Caroline Pennington (22:15.982)
Thanks, Megan.

Megan Kachigan (22:17.242)
Thank you so much.