Is Your Marketing Missing Purpose?
Is Your Marketing Missing Purpose?
In Roy Spence’s new book It’s Not What You Sell, It’s What You Stand For he defines purpose this way, “Purpose is a definitive statement about the difference you are trying to make in the world.”
So why is purpose so important to your business? He offers many reasons and the one I want to focus on here is the impact it can have on your marketing. “Purpose injects your brand with a healthy dose of reality. It is not something you can fake. It’s genuine. It’s real. And it’s something that your customers honestly appreciate about you.” More on this later.
First, let’s take a look at some examples of purpose from Roy’s clients and my business purpose:
BMW
To enable people to experience the joy of driving.
HALLMARK
To inspire meaningful connections, which enhance relationships and enrich lives.
NORWEGIAN CRUISE LINES
Defying cruise convention to deliver a liberating experience for all.
FIREFLY COACHING
To support entrepreneurs in creating a thriving business they love.
And while many of Roy’s clients are large companies, purpose is just as essential and relevant for small business owners and solopreneurs as it is for the big corporations. What’s more, it’s much easier to integrate in smaller organizations. Fewer people to involve.
So if you already know the purpose of your business, make sure it’s essence is expressed throughout your marketing. If you’re not sure about your business purpose, now is the perfect time to unearth it.
One of the ways Roy recommends to discover the purpose of your business is to ask these questions: “Why do you do what you do? Why is that important to the people you serve? Why does the existence of your organization matter?”
He points out that your purpose is not a tagline and that it is not about the ‘how’ of doing what your business does.
Once you’ve determined your business purpose you can let it guide you in every aspect of your business.
So what does your business purpose have to do with marketing? Think about it, if you are crystal clear about your purpose and it comes from your heart then implementing your marketing will feel authentic and exciting instead of pushy and painful.
Imagine how you would feel if you were deeply connected to the purpose of your business as you implemented your marketing. If you’re like me, it feels empowering and inspiring.
Are you beginning to see how this will shift the way you approach marketing? You could actually enjoy it. Even better, this shift can have a positive impact on the effectiveness of your marketing.
Simply stated, knowing the purpose of your business will support you in attracting more clients and growing your business.
Is Your Marketing Missing Purpose - To learn more about this author, visit Stephanie Ward's Website.
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What do you stand for in your business? Tough question or easy to answer? When you are clear about the purpose of your business, marketing is so much easier and can actually be exciting.
In Roy Spence’s new book It’s Not What You Sell, It’s What You Stand For he defines purpose this way, “Purpose is a definitive statement about the difference you are trying to make in the world.”
So why is purpose so important to your business? He offers many reasons and the one I want to focus on here is the impact it can have on your marketing. “Purpose injects your brand with a healthy dose of reality. It is not something you can fake. It’s genuine. It’s real. And it’s something that your customers honestly appreciate about you.” More on this later.
First, let’s take a look at some examples of purpose from Roy’s clients and my business purpose:
BMW
To enable people to experience the joy of driving.
HALLMARK
To inspire meaningful connections, which enhance relationships and enrich lives.
NORWEGIAN CRUISE LINES
Defying cruise convention to deliver a liberating experience for all.
FIREFLY COACHING
To support entrepreneurs in creating a thriving business they love.
And while many of Roy’s clients are large companies, purpose is just as essential and relevant for small business owners and solopreneurs as it is for the big corporations. What’s more, it’s much easier to integrate in smaller organizations. Fewer people to involve.
So if you already know the purpose of your business, make sure it’s essence is expressed throughout your marketing. If you’re not sure about your business purpose, now is the perfect time to unearth it.
One of the ways Roy recommends to discover the purpose of your business is to ask these questions: “Why do you do what you do? Why is that important to the people you serve? Why does the existence of your organization matter?”
He points out that your purpose is not a tagline and that it is not about the ‘how’ of doing what your business does.
Once you’ve determined your business purpose you can let it guide you in every aspect of your business.
So what does your business purpose have to do with marketing? Think about it, if you are crystal clear about your purpose and it comes from your heart then implementing your marketing will feel authentic and exciting instead of pushy and painful.
Imagine how you would feel if you were deeply connected to the purpose of your business as you implemented your marketing. If you’re like me, it feels empowering and inspiring.
Are you beginning to see how this will shift the way you approach marketing? You could actually enjoy it. Even better, this shift can have a positive impact on the effectiveness of your marketing.
Simply stated, knowing the purpose of your business will support you in attracting more clients and growing your business.
Is Your Marketing Missing Purpose - To learn more about this author, visit Stephanie Ward's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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