Kali Williams presentation for AASECT 2013 "Earning An Ethical Living As A Sexuality Professional"

1. Earning An Ethical Living As A Sexuality
Professional
#EthicalSexPro

2. The majority of what we’ll be talking about is
the act of building a business & the specific
aspects of ethics that are involved in the sexual
professional field.

3. In the professional sexuality world, there is
very little business instruction.
Through branding, marketing and
monetizing you’ll find the best way to
ethically establish the kind of value
exchange that adds to your bank account.
#EthicalSexPro
By default, most
sexuality
professionals are
entrepreneurs.

4. Self Employment
A large percentage of sexuality professionals are
self-employed.
However very little, if any, training goes into the
business side of being a sexuality professional.
As a result, many
professionals struggle with
the aspects of their
profession OTHER THAN
sexuality related training.#EthicalSexPro

5. What have you heard?
Do you think of your practice as a business?
What have you been told you “HAVE” to do?
What scares you about building your business?
What would you like to improve in your business?
#EthicalSexPro

6. Normative ethics is the study of ethical action. It
is the branch of philosophical ethics that
investigates the set of questions that arise when
considering how one ought to act, morally
speaking.
#EthicalSexPro

7. Frequently the ethics of therapy get
set apart from the ethics of value
exchange & that’s unfair to
practitioners.
#EthicalSexPro

8. My Goal Today
+ Help alleviate the seemingly contradictory
experiences of applying the ethics required as a
sexuality professional and the ethics of earning a
living.
+ The are both necessary for
you to maintain a healthy, active
practice.
#EthicalSexPro

9. Earning a Living
In many ways money can be, and is demonized
in the social services arena.
We are all passionate about what we do & tend
to feel a ‘calling’ to our careers.

10. However enjoying your work & doing work that
helps others does NOT preclude you from
valuing the services you offer.
#EthicalSexPro

11. Industry Standards
My background is in an industry that isn’t exactly know for its
ethics, so I’ve had to figure out my own structure & boundaries
to create a system that I call the
“Ethics of Earning”.
This has allowed me to wield great ‘power’ over my clients
while keeping both of us assured that I will
have their best interests at heart without de-valuing my work.
#EthicalSexPro

12. “Ethical Earning”
Is my customer getting a perceived value equal to what
they are spending?
Am I using my knowledge, experience & skill to provide
a high degree of value to my customers?
Am I charging a price that is in line with my own skills
that is achievable for the clients I seek?
#EthicalSexPro

13. How do you feel about the Ethics of Earning?
What issues or struggles have you had with
building your business in a financially
sustainable way?

14. Obstacles
What are the biggest obstacles standing in your
way of a financially successful business?
How do you define “success”?
What have you proactively done
to create a financially sustainable business?
#EthicalSexPro

15. Passion =/= Profit
Yes, it is important to be passionate about your
work, but passion alone won’t build a profitable
business & you can’t pay your electricity bill with
‘passion’.
You have to be proactive when reaching out to
your client base, let the passion guide
you but be sure to have a strategy
to put that passion to use
#EthicalSexPro

16. Building Your Business
Define Your Personal Story/Brand

17. Building Your Business
Define Your Personal Story/Brand
Find Your Niche & Your Ideal Customer
#EthicalSexPro

18. Building Your Business
Define Your Personal Story (Brand)
Find Your Niche & Your Ideal Customer
Create Marketing Opportunities
#EthicalSexPro

19. Building Your Business
Define Your Personal Story (Brand)
Find Your Niche & Your Ideal Customer
Create Marketing Opportunities
Market according to a pre-decided strategy
#EthicalSexPro

20. The differences…
• Advertising – one way: you  potential client
• Branding – The over-all ‘story’ for your business to be
used in all communication
• Marketing – Engaging customers in a two way
communication about your business
• Permission Marketing – Newsletter sign-ups
#EthicalSexPro

21. Advertising
These are: Magazine & Radio Ads
Paid Banners on Websites
Be careful of who you allow to advertise on
YOUR site as well, any affiliates should be in line
with your brand regardless of payout.
#EthicalSexPro

22. Define Your Personal Story (Brand)
A “brand” is simply a consistent image/story that is
presented by a business (or in this case, you)
What is your story? What makes you different from
your colleagues?
How is your perspective & training unique?
#EthicalSexPro

23. Find Your Niche & Your Ideal Customer
Don’t try to be everything to everyone. Specialize.
What is your absolute favorite, most inspiring challenge
to help your clients with?
What ‘type’ client do you look
forward to working with?
Is there a niche within a niche that
you can specialize in?
#EthicalSexPro

24. Marketing 101
• Don’t just talk about what has “made you
qualified”
• Talk about why your qualifications make YOU
the right solution for THEM.
#EthicalSexPro

25. When it comes to marketing your services you
need to remember that your value is not in what
you do, but what you do for others.
Potential customers want to know directly how
you’re going to help them solve their problem.
It’s about them – NOT you…
#EthicalSexPro

26. Strategy
A strategy is just a plan, it doesn’t
have to be complex, but it does
need to be a guide to achieve your
goals.
There should be room for growth.
As you track what works & what
doesn’t you’ll adjust your strategy.
#EthicalSexPro

27. Strategy includes…
Defining your message.
Choosing the best platforms to spread your
message & find your ideal clients.
Measurements that can be documented.
Conscientious collaborations & networking
#EthicalSexPro

28. Defining your message.
What is the message you’re trying to convey to
your potential clients?
#EthicalSexPro

29. Choosing the best platforms to spread
your message & find your ideal clients.
There are a number of social media options now.
Twitter, Facebook, LinkedIn, Tumblr…
There are also lots of website options
Build your own, Pay someone else, Include a
blog, have a newsletter…
Plus: Presenting at events, joining organization
#EthicalSexPro

30. Don’t Use them All!
Social Media is the new MUST-DO of
business, but it’s VERY easy to get
overwhelmed by all the options and deciding
what, if any, you should use.
How to Decide What To Use
How does your personality best translate?
Which format best suits your communication style?
Where are you most likely to find potential clients?
Which format will be the easiest & most consistent to upkeep?
How does the platform fit in with your brand?
#EthicalSexPro

31. Websites & new media are a vital part of
growing a business in the Internet Age.
If you don’t have a website yet, get one. Now. It
doesn’t have to be complicated & there are a
number of ways you can build & maintain it yourself
for free or a nominal cost.
Let me repeat, you MUST have a website.
It should be consistent with your brand.
It should have all necessary info
for potential clients
#EthicalSexPro

32. Sexuality has limited options for advertising, so
knowing how to incorporate “story-telling” (aka
branding) can contribute greatly to your financial
success.
The internet is the most useful tool
to tell your story, you just need to
make it work for you
#EthicalSexPro

33. Organizational Tools
I use a paper calendar to schedule my
marketing & outreach.
Google Calendar is a VERY popular tool
for keeping track of necessary dates &
deadlines.
Use a calendar to SCHEDULE your
marketing. Blog posts, social
media, newsletters
#EthicalSexPro

34. Measurements that can be documented
On your site (either the one you have or the one
you’re going to build ASAP) make sure you have
Google Analytics.
For social media sign up for HootSuite to
manage your accounts, schedule posts in
advance & learn analytics
for your social media traffic
#EthicalSexPro

35. If you don’t know what’s working…
Then you won’t be able to focus your energy
effectively. I also consider this to be a part of
“ethical earning”. You owe it to yourself to spend
your time wisely & make the most money in the
process. So choose a few statistics to measure
and start with that
#EthicalSexPro

36. Conscientious collaborations &
networking
Collaborations can be a major contributor to
success. Finding peers that align with your brand
& are complimentary to your services give you a
broader reach.
Networking can happen in person at
events like this or online through social
media. Take advantage of these
opportunities!
#EthicalSexPro

37. Where do you go from here?
What are three simple goals to set for your business?
How can you realistically achieve those goals?
#EthicalSexPro

38. The Two-Way Street of Ethics
Ethical behavior towards your clients is a much
discussed topic in the industry.
But it is also about treating yourself ethically.
You can take care of your clients & patients
respectfully, ethically & profitably.
#EthicalSexPro

39. Kali Williams (aka Princess Kali)
EroticationOnline@Gmail.com
@CoachingByKali
http://www.CoachingByKali.com
http://www.Erotication.com
#EthicalSexPro
Slide Show & Resource List
http://coachingbykali.com/aasect-earn-an-ethical-living-as-a-sexuality-professional/
Poster Session
http://coachingbykali.com/aasect-poster-presentation/