Ethical marketing and sales with Jan Ditchfield

Running a business isn’t just about passion or expertise—it’s about strategy. If you’ve ever felt like you’re winging it and hoping for the best, you’re not alone. But as my friend Jan, a seasoned business strategist, often reminds me: Success is a framework. You just need to follow it.

And guess what? She’s right.

From Nonprofits to Entrepreneurship: Jan’s Story

Jan spent over 20 years as a fundraiser and nonprofit strategist, raising more than $25 million and founding two nationally celebrated nonprofits. But despite her impact, she saw the financial struggles that plagued the nonprofit world and realized something had to change. She wanted more sustainability, more freedom, and more impact—so she made the leap into entrepreneurship.

With no backup plan and no clear strategy at first, she took the plunge into the online business world. And while she doesn’t recommend quitting your job without a plan (unless you’re into adrenaline-fueled career changes), she quickly realized that her fundraising skills were exactly what many entrepreneurs were missing: the ability to make money in a sustainable, ethical way.

Why Strategy Matters More Than Hustle

So many entrepreneurs—especially creatives—resist structure. We love freedom, flexibility, and “going with the flow.” But as Jan explains, success isn’t about luck or constant reinvention. It’s about following a framework that works.

“Every successful entrepreneur, athlete, or artist follows a framework. You’re not copying someone else—you’re using a proven system and making it your own.”

If you’ve been stuck in the cycle of creating content, hoping for sales, and wondering why nothing is working, the problem isn’t you. It’s the lack of a clear business strategy.

The Difference Between Coaching and Strategy

There’s a big difference between working with a business coach and working with a strategist. A business coach helps with mindset, personal development, and confidence. A business strategist, on the other hand, focuses on the actual structure of your business—things like marketing, sales, and revenue growth.

“Coaches work on you. Strategists work on your business.”

Both have value, but if you’re struggling with sales, messaging, or growth, it might be time to bring in a strategist who can help you build a system that works.

Ethical Sales: Selling Without the Ick Factor

Let’s talk about sales—because if you’re not selling, you don’t have a business. But if traditional sales tactics make you feel gross (hello, high-pressure tactics and manipulative marketing), you’re not alone.

Ethical selling is about consent—not coercion. Instead of pushing people into a “maybe” mindset and using guilt or fear to close a sale, ethical sales focus on clarity.

“Good salespeople don’t live in the land of ‘maybe.’ They create a process where people can confidently say ‘yes’ or ‘no’—without pressure.”

When you focus on ethical, intentional sales strategies, you build trust, long-term relationships, and a business that feels good to run. No guilt trips required.

Designing a Business That Fits Your Life

For many of us, entrepreneurship isn’t about yachts and Lamborghinis—it’s about building a life we actually want to live. It’s about freedom, flexibility, and impact. And that starts with making intentional choices about what success looks like for you.

For Jan, that meant pivoting her business to focus on purpose-driven entrepreneurship—helping women build businesses that create real change. For me, it’s about helping business owners create content that connects and converts (without burning out).

Whatever success looks like for you, remember this: you’re in control. There’s no glass ceiling, no gatekeeper, and no limit—except the ones you set for yourself.

Your Next Step

If you’re tired of winging it and ready for a strategy that actually works, start by asking yourself: Am I thinking like an entrepreneur, or am I just staying in my comfort zone as an expert?

Because the real magic happens when you start treating your business like a business.

Want more insights on ethical marketing, business strategy, and content that works? Listen to Jan’s new podcast, The Business of Good, or connect with me on Instagram @lindsaysmithcreative. Let’s make marketing work—without the stress.

Connect with Jan: 

Instagram: @janditchfield.co

Website: janditchfield.co

Podcast: The Business of Good