Not ‘what’ but ‘why’
Finding your purpose is the very first stage in creating truly valuable content and attracting the right business as a result.
Articulating and communicating why you do what you do is the foundation of successful marketing today. Purpose helps you know what to say, and how to say it. It will shape your content strategy. Purpose is the power that gives your marketing focus and drive.
Why? As the brilliant Simon Sinek says in his TED talk,
“People don’t buy what you do, they buy why you do it.”
Find your business purpose
But purpose can be a slippery thing to define. It exists at the touchy feely end of the spectrum. There are no immutable facts to hold you steady, instead you need to articulate the difference you make to people’s lives, the way you make them feel, or your big bold dreams for a better world.
Define your purpose, and the rewards are huge. Having a mission that you, your people and your customers get behind will make differentiating your business simple. Creating content becomes much easier. Companies that nail it consistently create more original, more creative, and more likeable content. They build tribes around what they do, so social sharing comes naturally.
The slides above were used to illustrate a talk we gave at the Bristol & Bath Marketing Network in January 2015. You’ll find a clip of Simon Sinek’s talk that inspired us, examples of three UK businesses that are winning on a mission, and some tips to help you define your purpose this year.
How to put this into action
All good but how do you put purpose to work in your business. Here are stories of how two of our clients uncovered their purpose and put it centre stage, firing up their business development in the process:
- Lesson from fintech success story Wealth Horizon – a story and content to disrupt the status quo
- How change experts Project One made the change – clear purpose, great content, stronger business
Other content you might find useful:
- Finisterre find their Why and create a whole new category
- Hiut Denim have a story to love
- Desynit – a case study in how to find and communicate your purpose through the content you share
- 5 reasons your website needs a story