Mission or Purpose

Mission or purpose statementSo you have a mission statement. Great! That tells YOU what You want to do; your ambitions.

By all means share it with your clients and prospects, but it is not why THEY buy from you.

They don’t buy from you because you want to “be the leader in customer satisfaction” or “be the most innovative company.” 

People buy your purpose, your ideal.

People are moved to do business with you when they know you care about them or at the very least about the same things as they care about.

Yes, great functionality or quality count, but given two household cleaners of equal strength, would you buy the one that offers a “NEW Improved Formula” or one that promotes “Your Happy, Healthy Home”?

Both are clearly doing their Research and Development. Both are wanting their products to do well. Both may even wish to become the “#1 Brand in Household Cleaning”, but you CARE about one and not the other.

Take a moment to think about the customer service you are likely to get from the company selling their “NEW Improved Formula”. Do you expect and understanding individual who wants to solve your problem, or a minimum wage call center “customer service rep” who reads from a script?

Mentally compare that mental image to what you would expect when you call the customer service desk of the company promoting products that help you create a “Your Happy, Healthy Home”.  Your expectation is likely to be for kind, understanding and warm, caring conversation.

Why is that?

Somewhere inside, you are questioning the motives of the people and companies you do business with.

The new formula folk are clearly about delivering a superior product that will sell more.  We have been conditioned to expect the capitalized “NEW” as a sales tool that drives new business. We expect they have made some tweaks to the product, but we also suspect their reason was simply to sell more of their cleaner to us.

The happy, healthy home appeal tugs at something more authentically about us. We want to believe the makers of this cleaner are not just about selling us stuff, but that they genuinely care about how it affects our lives. We are savvy consumers, and we know the tagline they use is a marketing tool that is designed to capture our attention and our business. But it “feels” different.

What are you marketing, your Mission or your Purpose?

Perhaps it is time to refine your marketing message so more people care for you and care about you – and care to do business with you.

If you are ready to make a bigger difference in the world, contact me here NOW.

[Yes, I know what I wrote there!]



Author: Sue Hines

  1. Jacqueline GumJacqueline Gum10-09-2014

    I thought we were beyond companies who didn’t have a greater purpose:) No, I know that isn’t true, but if they haven’t gotten the message by now…because it’s everywhere… they sure don’t deserve my business. Partly because they are just dense:)
    Jacqueline Gum recently posted…Humility… Where’s The Justice?My Profile

    • Sue HinesSue Hines10-10-2014

      You’re an idealist, I see. I love the optimism! Seriously, though, I do see some companies who try to do better, but don’t have the skills to translate their intentions into marketing. For some, it feels too personal to “show their heart” in a business context. So they keep their passions hidden and end up keeping good customers at arm’s length, because they are trying to be too “business-like”. One client of mine simply does great work with unbounded passion, but he is a total geek. His interpersonal skills and marketing skills are near zero, masking the wonderful gift he has to give the world. I am sure you know and happily work with some like that.

  2. LenieLenie10-09-2014

    I’ve started avoiding those companies and products that promote NEW and IMPROVED. Most of the time they said the very same thing on the previous make of the product which always makes me wonder why, if they had such a great product, it needs to be improved. So right away your questioning their motives.
    Lenie recently posted…October’s Greatest Deals.My Profile

    • Sue HinesSue Hines10-09-2014

      While there are times they genuinely did something better to the product (because there are advances in science and manufacturing), you never know if they “rationalized” the product – meaning they substituted something for a cheaper ingredient or component. If they can’t be bothered to tell you exactly what they improved, I’m with you – avoid!

    • Eve KoivulaEve Koivula10-16-2014

      It’s not once or twice they improved it to the ruin if you ask me…
      Sometimes it does make sense to improve (I just did that yesterday myself, for a good reason…), but so often it’s a miss. So I’m with you folks: Basically I avoid, too.
      Eve Koivula recently posted…Content Marketing: Should You Publish Text, Audio or Video?My Profile

      • Sue HinesSue Hines10-16-2014

        Eve, sometimes the “fixes” are genuine. It’s just so hart do know, isn’t it?

  3. Susan CooperSusan Cooper10-08-2014

    I know I certainly don’t want to do business with companies who are just out to make a buck, or worse yet companies who don’t even care that they come across that way. I want to do business with companies who care about the consumers. If they are smart they will market themselves that way.
    Susan Cooper recently posted…Ghost Stories From an Old House: #StoryMy Profile

    • Sue HinesSue Hines10-08-2014

      Right on, Susan! It is all about positioning. If they focus on business, they quite often miss the point.

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