Kristen Achziger

ethical sales strategist + brand messaging consultant - Going Ultraviolet

I'm an ethical sales strategist and brand messaging expert. I help CEOs cultivate more socially responsible businesses starting with their sales copy.

What inspired you to start your business?

I was feeling so sick of my own desperate marketing strategies and the manipulative marketing trends in the entrepreneurial space. I knew there had to be a better way. I launched Going Ultraviolet as an act of rebellion and followed my curiosity until it led me to the T.A.R.E.S. Test (by Sherry Baker + David L. Martinson), a 5-part ethical evaluation tool. After finding that resource I decided that I wanted to pioneer a new way forward in the copywriting and marketing industries and help people sell using more socially responsible techniques. Now that I knew better, I wanted to help OTHERS do better.

What is something you would say to someone who is struggling in their first few years of business? Is there something you struggled with and learned from in those first few years?

In my first few years of business, I thought everything was all about me. I focused more on increasing my following and making a profit more than I cared for my audience. I followed the experts' sleazy marketing tactics, made rushed business decisions because I felt desperate, and did good work that wasn't truly excellent. I imagine that my audience must have felt used or talked "at" rather than talked "with." As my sales dwindled, I ended up burning out and losing passion... and I made the hard choice to close my business. When I launched Going Ultraviolet I decided to do things differently. I focused on serving my clients first instead of serving my own interests first. I said NO to the status quo of manipulative sales. I decided my clients were worthy of only my BEST work. And my passion for storytelling morphed into a passion for ethical marketing, allowing me to pay it forward and help other CEOs avoid the mistakes I made. Today my business feels good for me AND my clients because my priorities and values are finally aligned.

What hobbies, causes, or activities are you passionate about aside from your work?

I'm very passionate about the foster care system. I have been researching the system, laws in my area, and trauma-informed resources to be better informed and educate my peers about this need. I'm building my business to provide for my future goal of becoming a foster parent to teens in need of a safe place to land as their families work towards reunification.

Image Credit: Alicia Sturdy, @aliciasturdy