Why We Love Purpose-Driven Marketing (And Why You Should, Too)!
As I stood in front of a room full of financial advisors, I swallowed hard and clicked to open my first slide:
"SELLING DOESN’T WORK ANYMORE."
I certainly had their attention. I went on: “NOBODY WANTS TO BE SOLD TO! WE ARE EXHAUSTED FROM ALL OF THE SALES BOMBS BEING DROPPED ON US, AT EVERY TURN.”
I noticed a few attendees lean forward in their seats, ready for more. Why? Because they are tired too. Selling isn’t just exhausting for the people on the receiving end. Selling has become exhausting for those of us with something to sell - there are just too many messages and your audience is filtering information like never before. Our filters are constantly on high alert for sales bombs.
We are all damn tired of being sold to.
PURPOSE-DRIVEN MARKETING AS A SOLUTION
Ann Gwynn of Content Marketing Institute defines Purpose-Driven Content Marketing as follows:
“Purpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests – including interest in supporting a worthy cause.... Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved.”
Words like “shared needs” and “benefit to everyone” tend to get our attention because EVERYTHING is better when it’s shared. We are wired this way as human beings - to seek connection.
As a business, have you embraced the idea that your audience is seeking human connection? A mutual exchange of value? Do you understand that your employees (aka: human beings) are looking for the same very thing? And are you optimizing emotional connection in your business?
If you haven’t begun to optimize emotional connection and purpose, you may want to take a page from such organizations as Google, Facebook and AirBNB. In fact, you need to look no further than 2017’s Super Bowl to see the emergence of purpose-driven marketing in a space that’s traditionally known for a little more sensationalism.
“If you watched the Super Bowl this year and just watched the ads, there weren’t so many of those funny beer, chips and laughing spots. They were more a kind of purpose-driven, and I think that’s something that will continue.” David Fischer, VP of Advertising and Global Operations, Facebook.
WHY PURPOSE MATTERS: THE POWER OF GOING FIRST
When you reflect on social advances throughout our history, the greatest change occurs when there is mass support for an idea or change. But, this mass support is never created overnight. Movements inevitably always begin with one person, or organization, who shared their story first and created a space for others who share their values.
For us at Patagonia, a love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet. We donate our time, services and at least 1% of our sales to hundreds of grassroots environmental groups all over the world who work to help reverse the tide.
And it's not just talk. In December 2017, Patagonia made headlines across North America when they replaced the usual shopping choices on their website with white letters across a black background simply stating: “The President Stole Your Land” in response to President Trump’s reduction of two American national monuments.
Patagonia has been leading the charge in the protest against this order ever since and, by going first, they’ve grown a movement that includes other conservationist organizations and has grown mass public appeal. Patagonia is staying true to the purpose of the organization. Their why is crystal clear and is their guide. They stepped up and went first and, as a result, they've gathered incredible support from those who share their values. For brands to build real trust with their audiences it's not enough to simply state their purpose they must live it.
We naturally connect to organizations whether it’s because of their amazing staff, exceptional products or seamless processes. Purpose-driven content marketing helps brands and their audiences build that relationship faster by intentionally sharing what you’re made of.
Are you ready to engage purpose-driven marketing in your organization? We would love to help! Download our starter guide right here to take the first step.