In his bestselling book “The Purpose-Driven Life,” author Rick Warren starts out by making the bold yet powerful statement “It’s not about you”. In other words, “Well hello ‘ego’. I hate to be the one to tell you but, it’s not about you” – wow what a blow to our egos that is! And you know what? I wholeheartedly believe Rick Warren is right. Now while he appears to be referring to the purpose of our individual lives, I believe that his statement is equally as important and true for our businesses as well.
Simply put, “Your purpose must be bigger than you!”
So then let me ask you… Why are you in business in the first place? Why are you taking up space? Now if you answered something like… to earn a decent living and support my family… I’m going to take a guess that all you’re getting out of your business is a decent living and just enough to support your family. You put your intention out there and the Universe responds accordingly – that’s the Law of Attraction.
Now I’m not here to pass judgment on you however I do feel that the Universe intends abundance for all of us and may I be so bold as to say that the only limitations we have are the ones we place on ourselves.
Additionally, your purpose of earning a decent living and supporting your family does not inspire me to take action to do business with you. Yes, I dare say it, I want to be touched, moved and inspired by your purpose and I’m sure your target market wants the same.
All things being equal who would you rather do business with, company ‘A’ who never discusses their purpose and just blends in with everyone else or company ‘B’ whose larger purpose is one that you can identify with and care about such as ending world hunger or, helping others live lives of abundance and prosperity. I think the answer is obvious – people prefer doing business with people they like and can identify with.
So let me ask you the same questions again but let me rephrase them… What’s your higher purpose? What’s your calling? How will your business add value to this planet?
Take the time to think these through and document your answer. Then so long as you are coming from a space of authenticity and not manipulation, don’t be afraid to share your higher purpose with your target market. I believe that you’ll be pleasantly surprised how this can magnetize you and draw like-minded, supportive people to you. People just love to be part of something big, something larger than life… So why not become a conduit for that to happen? In essence, use your marketing to share your higher purpose so you can ultimately make a larger contribution to the higher good.
This will at a minimum differentiate you from your competition and magnetize you so you begin to draw your perfect Clients toward you.
Keep in mind though that your target market must be able to relate to as well as appreciate your higher purpose. Once again it must not be blatantly self-serving and it must be bigger than you.
So in closing, take the time to clarify your higher purpose; then scream it from the rooftops to your target market and enjoy the abundance that it can create for all.