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Founder & CEO at Advantages, a purpose-based marketing and branding agency. I guide others so their potential can be revealed.
In the first three installments of the Diving Into Purpose series, I defined purpose, discussed why it is critical to business success and provided a primer on how to get started with finding your own purpose. In this installment, I’m going to discuss what I call “infusing purpose” — cementing your purpose as the foundation of everything you do.
At Advantages, we have a concept that your purpose is just like a fractal. A fractal is a pattern in nature that repeats at all levels. Fractals are consistent and predictable. That’s precisely what your communications — all of them — must be: natural, consistent and predictable.
In today’s digital world, there are so many different channels where your content lives and so many different ways that people access and interact with your content and messages. You don’t need to add to their confusion — because if you add to the clutter, your potential customer will pass you by and keep on scrolling. When you stay true to your purpose and resist the urge to shift your marketing strategy and change your message with each fad or marketing gimmick that comes along, your message will remain clear and will connect with those that are aligned with your purpose.
There are four things you need to do to ensure that you are able to communicate purposefully:
1. Ask yourself ‘why?’ Why are you communicating in the first place? What is the purpose of this particular communication, what do you want your audience to hear, what do you want your audience to do and, most importantly, what problem are you solving for your audience? When you ask these questions, you get past marketing for marketing’s sake and you move to authentic connections between your brand and your market.
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2. Speak from purpose. Look deeper than the products or services you sell to the reason why you sell them. To be honest, there are likely other competitors out there that do something similar to you. There are very few companies, like Tesla, that essentially have no competitors. When you primarily focus on what you do as opposed to why you do it, you are setting yourself up for transactional business, and that’s business that goes elsewhere with price changes or innovation. When you focus on why you do what you do, you will attract others that align with that reason and/or belief. This interaction is the type of emotional connection that withstands price fluctuations, competitor advantages and even small slip-ups.
3. Keep your values top of mind. Ask yourself if your message is the type of message that someone who believes what you believe would say. When you share your values, others will not only see your value but they will experience it. At Advantages, we develop company values — we call them shared values — in alignment with company strengths. That makes values doubly important because they not only signify what you stand for but they also explain to your market how you do things differently.
4. Always be storytelling. Your business has a story, and that story is purposeful. Share your story with the world. Tell them about how and why you got started. Tell them about how you solved a problem. Tell them about why you believe what you believe and how they play a role in your story.
When you follow these guidelines, you can create fractals that are as captivating, consistent and natural as those found in the world’s greatest rainforests. And, just like those rainforests, your business will experience organic, explosive growth.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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Author: Fran Biderman-Gross, Forbes Councils Member