Purpose is not a tag line for the website, it's a leadership narrative and a way of doing business. But, over time, it can become a competitive differentiator. In this video, learn how to integrate and deliver on your purpose in marketing, beyond just repeatedly saying it.
- People will forget what you said, people will forget what you did, but people will never forget how you made them feel. This famous Maya Angelou quote is true. It's true with family, with friends, with community, and it's also true at work, especially in marketing. You know today's marketing and advertising landscape is crowded to say the least. We're living in a time of hyper-personalization and also, an onslaught of noise.
The task of cutting through the noise is challenging. Traditional marketing has been about features, benefits and pricing, but that sets you up for a side-by-side with your competition. It will make you look commoditized. Now purpose-driven marketing focuses on customer impact, it tells compelling stories, it illustrates true value. This is the kind of marketing that will make your customers or potential customers feel something.
Let me show you an example of something really creative one of our clients did. It's a company called Bender Plumbing. They're a plumbing supply house and they serve contractors and commercial projects. They also work with consumers who are shopping for kitchen and bath products. Now their purpose is, we deliver creative solutions for comfortable living. The default when you have a clear customer focused purpose like they do, is to just walk around repeating it. We deliver creative solutions for comfortable living.
We deliver creative solutions for comfortable living. It's better than no purpose, but they wanted people to really feel it, to feel the impact of the creatively designed and comfortable space. To know what kind of a effect that has on lives and businesses, and to elevate the conversation around plumbing, so they made cards. On each card is a conversation starter, like, tell me about a time when you made a difference in your job, or tell me about a time when you helped a team mate, or, toilet paper, over or under? They're in the plumbing business.
They used these card internally to get their team talking. The internal conversation then becomes the external conversation. They can also use these cards as a marketing tool to start a different kind of conversation with their customers. The cards deliver a feeling, they focus on impact, value and emotion. If you want to be commoditized list out all your features and prices. If you want to win customers for life, make them feel something.
- Articulate the financial impact of purpose on business results
- Identify who your customer is and describe how you help them
- Integrate purpose and performance
- Develop qualitative metrics that provide a forward looking-lens into performance
- Foster a mindset of purpose in a quota-driven sales culture using active sales coaching
- Integrate an organizational purpose into decision making and strategy