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Fuel Your Marketing with the Power of Purpose

By Audrey Seymour

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If you've been following marketing trends, you probably have an "elevator speech" that is the organizing principle of your marketing brand. It consists of one to three sentences that can be delivered in 30 seconds, as if you only had someone's attention between the lobby and the 5th floor.

Even if you never attend a business networking meeting, what do you say when someone at a party asks "What do you do?"

One of the most common mistakes is to make your business description too broad, for fear of losing potential business. The more people you can serve the better, right? But in actuality trying to include too wide an audience has the opposite effect.

When you don't claim the specific work that expresses your unique purpose, you will be spreading yourself thin with mixed results. You'll be going against the grain of your own blueprint, and it can become an uphill battle to keep the attention of your market.

In contrast, when you are doing the work you are meant to do exactly for those you are meant to serve, you'll be lifted into the flow of your inherent gifts and get the best results. A growing and loyal client base will send referrals your way. And, naming the purpose that fuels your business allows your ideal clients to find you among all the other voices.

Imagine that you met several marketing consultants at a convention and got these three responses when you asked about their work.

  • I create marketing plans and campaigns for small businesses.
  • I help my clients rank at the top of the major search engines.
  • I help entrepreneurs who want to change the world find their voice in the marketplace with campaigns that share their vision.

How did each one touch you? Notice that while the 2nd statement was more specific than the first, it still is purely task-based. The 3rd statement speaks from the bigger picture of the consultant's purpose and those of her clients.

The person hearing this elevator statement may not be an entrepreneur who sees yourself as a change agent, but if they know someone who is, they will know exactly where to send them!

While stating your unique gifts in this way means that you are turning many away, it also means that your best potential clients will be saying "You're exactly what I need -- when can I start?"

Is it time to boldly claim your purpose in your marketing presence?

© 2009 Audrey Seymour. All rights reserved.