As a business owner, you may have heard of the idea of marketing on purpose before.
But what exactly does that mean, and why should you care?
Simon Sinek has a great TED Talk on the topic of starting with your “Why” — of finding the reason behind why you do what you do. Click here to watch the 18-minute presentation, or here for the condensed 5-minute version.
This talk revolutionized the way we at Intrigue look at our business. In our early years, we were trying to speak to everyone and say yes to everything. By doing so, we ended up speaking to no one and burning ourselves out.
Over time, we came to see that by helping entrepreneurs grow their businesses, we were helping them impact more people, strengthening their local economy and community in the process. We came to understand our purpose — the reason we get out of bed every morning — as empowering leaders to strengthen communities.
We started noticing that by clearly defining our purpose, by putting it in writing and making it a cornerstone of our messaging, things started to shift dramatically. Our messaging resonated with the new clients we brought on. Our values aligned with the employees we attracted. The conversations we started having with partners and community members deepened around our involvement and how we could help make a difference.
No longer were we trying to be everything to everyone. We were, as Seth Godin would say, speaking to our Tribe and connecting with them on a much deeper level.
At Intrigue, we encourage our clients to market their purpose in that same way because we understand the net benefits it can lead to. Sinek suggests that by showcasing the Why behind your business instead of the What, you are speaking to the right brain of your audience, which is responsible for decision-making.
We may rationalize our decisions with our left brain, but it’s ultimately the right brain that drives our behaviour. That’s why your messaging should appeal to the emotional, right side of the brain.
Start with your purpose, infuse it into your marketing, and tie it into your sales process for a cohesive customer experience. When it comes to leveraging your message to cut through the noise of your competitors, it will make all the difference.
If you have questions about how to define your purpose and craft a marketing strategy around it, we can help. Get in touch with the team at Intrigue to get started.