Purpose-Driven Marketing in the Digital Age
By Ben Fleisher
As professionals dedicated to improving the quality of our clients’ lives, we consistently are tasked with reminding the world what it is exactly that we stand for. Meeting new people and then reminding them of what we do is called marketing. One way to arrive at your core marketing message (that itself will have thousands of variations as you create different campaigns and posts), is to start with what you stand for.
What is it exactly that I want my audience to think of immediately when they think of me? What is it that I would sacrifice everything for in order to achieve?
Nearly all of us fall under the (large) umbrella of “the possibility of a healthier life’ but under that, do you fall into “anything is possible’ or “I am your advocate” or “you can overcome your apparent obstacles”? Here are a few other (smaller umbrellas) that I notice from our ecosystem:
The list goes on and for each of us, this core marketing message is both personal to us and creates a wave of change in the world as it resonates.
Why is this core marketing message important?
Having a core marketing message that resonates with your audience will make people open your emails, answer your phone calls and visit your website. It will differentiate you in a crowded world of other yoga studios, massage therapists, or personal trainers.
People are constantly asking (whether they know it or not), is this person right for me? Will they bring the ______ into my life that I need?
Letting people know exactly what you stand for enables them to make a clear, black and white choice about you and your services.
So, if you haven’t already, ask yourself these questions and dig deep to find an answer that resonates, with you and with your target market. Write it down. Bounce it off your clients and colleagues. Edit it. Make sure it’s really your message.
Make it clear in your mission statement (and if you haven’t written one out that you can stick to, now is a good time). Make it clear on your website, on your business card, in your advertisements, in your elevator pitch, heck, wear it on your back and tattoo it on your face.
Knowing what you stand for (and what you don’t) sends a profound message into the universe. The next step, of course, is getting it out there.
Ben Fleisher, LAc, has been in private practice since 2002. He is a Co-Founder of Body Local. He stands for optimal health being a team effort. He treats patients at Midtown Integrative Health and Wellness in Manhattan and in Woodstock, NY. Ben also coaches wellness and fitness professionals to nail their niche, perfect their message, and create the practice they’ve always dreamed of.