The term ‘marketing’ is so broad that, no wonder, it causes confusion. Whenever we talk ‘marketing’ with clients, their interpretation of what it means is all over the board. The most general sense refers to marketing as advertising. In other words, pushing out information and content to a targeted audience in the hopes of phone calls or emails flooding in to increase sales.
The world is changing and this view of marketing needs to be reevaluated. Let me ask you a question, when you receive a LinkedIn message or an email from a stranger, do you respond if they tell you how aligned they are with your company and that they have services to help you grow? Of course not! We are turned off by it. We don’t connect with what a person does or wants, we connect with what they believe.
Belief and purpose are the new marketing. In other words, those who can convey their sincere purpose (what drives them) wins. Those who share what they believe can connect quickly with others who believe the same thing. That is today’s marketing. Marketing is no longer a search for customers, but rather for believers. Our company is starting to talk differently based on this profound discovery. Internally, we have relabeled what Prophit means by marketing.
Here it is: Purpose-Directed Communication. We know that when we help direct your purpose and beliefs to your target consumer, there is a far greater opportunity for alignment then simply telling them all the stuff you can do. It’s proven.
In a world full of attention seekers, the ones who break through are authentic and real. Authenticity lives inside a meaningful purpose for being. Get your team aligned on a central purpose… then, look out!
ACTION PLAN: What does your company believe in? Why does it exist?
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