People don’t just buy what you sell

This month’s blog is all about why making your business purpose visible at all levels is so important, and the short answer is that customers are drawn to businesses with a purpose which resonates with them.

People don’t just buy what you sell; before they invest in what you do, they often connect with why you’re doing it.

You’ve probably noticed me talking about your Why before, and this is at the heart of that.

Imagine two businesses which offer virtually the same product or service, at similar prices and quality levels, with similar customer service.

One has clients who rave about them, recommend them and stay loyal, whilst the other constantly struggles to make enough to keep the business ticking over.

What’s the difference?

One business has a clear Why which resonates with their audience – a vision which shapes every decision they make, and in turn, which customers want to align themselves with.

But before we start thinking about how to start making your business purpose visible, let’s have a recap about your business Why.

What do we mean by your ‘Why’?

Put simply, your Why is the reason that your business exists beyond making money.

It might be the impact you want to have, or a belief which drives your decisions – whether that’s meeting a need in the market, or making a dream come true for your family.

Your Why isn’t a marketing tagline or a mission statement which is written once and then quickly forgotten, it’s a foundational principle which guides everything you do.

This is why I believe that your Why needs to be clear to your customers; when you start making your business purpose visible, your client base will become the people you’ve always dreamed of your company serving.

Customers make emotional decisions first

The principle behind making your business purpose visible is that there is an emotional psychology which underlies our decision to buy.

People often make emotional choices first, before then justifying them with logic.

Trust and connection help to build emotional links which then influence purchasing behaviour; especially for small businesses, relationships can outweigh the actual features of the product or service on offer.

More and more, people want to buy from other people rather than faceless companies, and customers want to support a business which shares their values.

Perhaps it’s about choosing a local independent café over a chain, or buying from a sustainable brand despite the higher price tag; people make sacrifices in order to support the businesses which align with their principles.

But how will they know what principles your business holds if you haven’t invested energy into making your business purpose visible?

It can be challenging to know how to begin communicating your Why more clearly, but read on to find out the best places to start.

How to start making your business purpose visible

It’s quite common for business owners to know their Why, but never communicate it.

Customers shouldn’t have to guess what motivates your business; it should be the main thing driving them to want to align themselves with your company.

In every place where you talk about your product, think about how to frame it according to your Why, so that you immediately grab the attention – and the emotions – of an audience that it resonates with.

Rather than ‘we offer bookkeeping services’, the line ‘we help business owners sleep better at night’ communicates a Why.

Rather than ‘we build websites’, how about ‘we help small businesses grow with confidence online’.

Instead of ‘we sell handmade candles’, vision can be better communicated with ‘we create moments of calm amongst your busy life’.

Once you’ve found what works best for you, here are my top tips for places to more clearly share your Why:

Weave it through your online presence

Review your website homepage, about page and social media platforms.

Are there places you could be clearly making your business purpose visible online?

Make sure your Why is explained fully, as well as mentioned in smaller ways throughout your copy.

Client conversations

It might sound obvious but talking about your Why with customers is often something that business owners overlook.

It can be easy to get straight into discussion about the product or service they’re interested in, but why not try to prioritise talking about what drives you and the reason that you began the business in the first place?

Marketing campaigns

The perfect time to clearly communicate your Why is when you’re reaching out to a new audience.

They shouldn’t have to guess what motivates your business, and it’s a great way to build a customer base which is already aligned with your values.

Not sure how to find your Why? You’re in the right place

If you’d like to better communicate the purpose of your business, but you’ve realised you’re not sure what your Why actually is, you’re in the right place.

Defining your Why is often the first step towards building a stronger brand and deeper customer relationships, as well as clearer messaging.

If you’d like support uncovering what truly drives your business, I’d love to help.

My mini audio series, The Reality Check, is all about helping business owners to find their Why and dig deeper into their business purpose.

If you’re keen on finding out more and joining the ever-growing group of likeminded business owners in the same position as you, register your interest today!

This blog series has also worked through a number of related topics which I hope you’ll find helpful to read through – take a look at some of these:

Sometimes, clarity emerges through conversations rather than trying to sit down and reflect by yourself, and if you would prefer some more tailored guidance then that’s exactly what Ask Zoe is all about.

Get in contact today for a free discovery call with me, where we can work out how you can not only find your Why but start making your purpose visible to all!