PROLOGUE: IS MARKETING MAKING US ILL? PART ONE: WHERE ARE WE AND HOW DID WE GET HERE? -- WHY NICE PEOPLE HATE MARKETING -- HOW A BROKEN TV CHANGED THE WORLD -- FEAR, SEX AND HUMOUR ~ OR ~ HOW S-E-L-L BECAME A 4-LETTER WORD -- THE RISE AND FALL OF CONSUMER CULTURE PART TWO: THE 7 KEY RELATIONSHIPS -- SOME THOUGHTS ON THE NATURE OF RELATIONSHIPS -- KEY RELATIONSHIP #1: OUR RELATIONSHIP WITH SELF -- KEY RELATIONSHIP #2: OUR RELATIONSHIP WITH SOURCE -- KEY RELATIONSHIP #3: OUR RELATIONSHIP WITH OTHERS -- KEY RELATIONSHIP #4: OUR RELATIONSHIP WITH OUR BUSINESSES -- KEY RELATIONSHIP #5: OUR RELATIONSHIP WITH OUR AUDIENCE -- KEY RELATIONSHIP #6: OUR RELATIONSHIP WITH MONEY -- KEY RELATIONSHIP #7: OUR RELATIONSHIP WITH MARKETING PART THREE: THE 7 DEADLY SINS OF MARKETING -- SOME THOUGHTS ON THE USE OF THE WORD 'SIN' -- DEADLY SIN #1: DISCONNECTION -- DEADLY SIN #2: PERSUASION -- DEADLY SIN #3: INVASION -- DEADLY SIN #4: DISTRACTION -- DEADLY SIN #5: DECEPTION -- DEADLY SIN #6: SCARCITY -- DEADLY SIN #7: COMPETITION PART FOUR: THE 7 GRACES OF MARKETING -- SOME THOUGHTS ON THE USE OF THE WORD 'GRACE' -- GRACE #1: CONNECTION -- GRACE #2: INSPIRATION -- GRACE #3: INVITATION -- GRACE #4: DIRECTNESS -- GRACE #5: TRANSPARENCY -- GRACE #6: ABUNDANCE -- GRACE #7: COLLABORATION EPILOGUE: CAN MARKETING HEAL THE WORLD? APPENDICES -- ACKNOWLEDGEMENTS -- REFERENCES -- ABOUT THE AUTHOR AND CONTACT INFORMATION
Lynn Serafinn, MAED, CPCC is a certified, award-winning coach and teacher, marketer, radio host, speaker and bestselling author. Born in Brooklyn, NY, in 1955, Lynn was raised on Long Island. A poet, writer and musician since early childhood, Lynn studied at the New England Conservatory of Music in Boston from 1973-76, where she also began to cultivate a love for World Music and Eastern philosophy. She later completed her Bachelors in Music at the University of Texas at Austin, where she went on to do post-graduate work in Ethnomusicology, Social Anthropology and Asian languages (Hindi, Sanskrit, Bengali). In both 1980 and 1981, she was awarded the National Defence Foreign Language Fellowship, which allowed her to study language, music and spirituality in Calcutta for nearly a year, where she first met her Indian spiritual teacher. Over the next two decades, she studied ancient Sanskrit scriptures almost daily and returned to India many times. From 1997-2001, she anonymously transcribed, translated and edited many of her teacher's works for a major New Age publisher. Lynn's career as a professional musician spanned more than three decades, and she has been everything from a symphony violinist and opera singer, to a member of world fusion, synth pop and electronic dance bands, to a 'chill out' radio DJ. Throughout the 1990s, she jointly ran an independent record label and electronic recording studio in Phoenix, Arizona, during which time she managed the marketing, distribution and graphic design. She also co-wrote and produced over 100 tracks including a number-1 trance hit under the artist name 'Overlords of the UFO' in 1994. In 1999, Lynn moved to the United Kingdom, where she began teaching music technology at various colleges in London. After completing a Masters degree in Adult Education and Distance Learning, she developed several virtual learning environments, and worked as an e-learning mentor for other teachers. In 2005, she was awarded the Microsoft UK Innovative Teacher of the Year Award for her work in Further Education. After working as the Assistant Director of Performing Arts at Bedford College, she left the educational sector to start her own business as a coach. She trained at the Coaches Training Institute and is a Certified Professional Co-Active Coach (CPCC), as well as a graduate of the Co-Active Leadership Program. She also studied Organization and Relationship Systems Coaching (ORSC) through the Center for Right Relationships. Her coaching practice won the Best of Bedford Business Awards in 2007, and was also voted one of the 'Ten Most Loved Businesses in Bedford' in 2008. Passionate about re-establishing our connection with the Earth, she began volunteering for the Transition Town Network in 2009, for which she received the Bedfordshire Businesswomen's Award for her work within the community. In 2009, Lynn published The Garden of the Soul: lessons from four flowers that unearth the Self, which became a bestseller by dint of her unique marketing strategies that focussed upon connection rather than hard-sell. This established her reputation as a marketer and social media expert, and led the way for many other mind-body-spirit authors to ask her for help in marketing their books. Lynn has since worked with dozens of holistic business owners and authors - both self-published and those with major publishers. Every one of her launches has achieved bestseller status, many reaching number 1. Lynn also created Spirit Authors, a membership site offering training and support for mind-body-spirit authors. She is also known for her weekly 'Garden of the Soul' radio show and other online broadcasts, and has interviewed hundreds of holistic authors and speakers. Lynn's eclectic approach to marketing incorporates every element of her background - her vast professional experience in the music industry, her work as an educator, her study and practice of spirituality, her work as a coach, her passion for the environment, her years of writing, and (most of all) her work with all those sensitive souls who came to her for help because they simply couldn't stand marketing. Now a dual British-American citizen, Lynn resides in Bedford, England. Her daughter, Vrinda Pendred, is also a bestselling author and founder of Conditional Publications, publishing books by authors with neurological conditions such as autism, OCD, bipolar disorder and Tourette syndrome. Lynn is also grandmother to a beautiful grandson named Percy, who loves to dance like Michael Jackson.
'At last - here's a brilliant reframe of marketing and selling. Lynn Serafinn offers a brave new world, where competition and scarcity give way to collaboration, abundance and greater connection among all humanity--and we still profit and prosper as we help each other. I love it!' ~ DR. JOE VITALE Author of bestsellers The Attractor Factor, Buying Trances and more 'The 7 Graces of Marketing offers unique and powerful perspectives that deliver a much-needed message for consumers and marketers alike.' ~ GREG S. REID Co-author of bestseller Think and Grow Rich: Three Feet from Gold 'This is what the world has been waiting for! Finally a marketing book that guides us out of fear, lack and limitation into love, prosperity and abundance.' ~ ERIC PEARL Author of bestseller The Reconnection: Heal Others, Heal Yourself 'The world NEEDS this book! Lynn is ahead of the curve, and leading us toward how we will ALL look at marketing in the future.' ~ RICHARD S. GALLAGHER Author of bestsellers How to Tell Anyone Anything and What to Say to a Porcupine 'Natural, fresh and original, The 7 Graces of Marketing is the defining organic approach to marketing. Lynn Serafinn brings to marketing what Whole Foods brought to food! Go ahead and take a juicy bite!' ~ LIZ GOODGOLD Branding Expert and author of Red Fire Branding: How to Create a Hot Personal Brand to Have Customers for Life! www.redfirebranding.com 'The question you must always ask yourself in a good marketing campaign is, "Do I like booby traps, hype and buffoonery, or prefer something more honest and rewarding?" The 7 Graces of Marketing exemplifies and expands upon this idea, asking you to reflect upon the integrity of your marketing strategies in a way that is good for sales, for business, for your customers and the world.' ~ DAN HOLLINGS Internet and Mobile Marketing Consultant Strategist for mega-hit The Secret 'Reading Lynn Serafinn's list of the marketing graces is a liberating experience. It reminds us that marketing can be either a thing of beauty or a source of our collective discontent. It reminds us that the choice is not 'Do I market or do I keep my integrity?' but rather, 'How can I make my marketing more gracious and graceful every day? How can my own marketing be a part of the healing of the world?' Lynn paints it out so clearly - for each virtue, there is a toxic mimic (twice the calories and none of the nutrition) - Marketing shouldn't feel like we're holding our breath just waiting to be discovered as frauds. It should feel like easy breathing. Lynn's astounding contrast of virtues and vices is such an excellent guide. I can't wait to dive deeper into it.' ~ TAD HARGRAVE Marketing for Hippies
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