Several times this week I have been reminded of this video (tucked away on our inspiration page). It might say leadership, but it is marketing gold.
One of the most important things a company can do is to tell people “why”.
In terms of ‘selling’ ourselves, this is extremely important. Trust controls all decision making, it is a way of measuring the ‘feeling’ of risk, and once people know ‘why’, they relax.
If we have all the right intentions, then people will go with us. We can even make mistakes, as long as we’re trying to do the right thing.
This is a central plank in converting interest, into action. The video does a much better job of explaining.
Simon frames the message in various ways. But to my mind, by not having a central purpose, backed up with a consistency in behaviour that demonstrates these ‘principles’, we will have people wondering, pondering and prevaricating.
Without knowing our motivation they’ll wonder if we’re just doing it for the money, and they know that never works.
I suppose it begs the question. So….
We do what we do in order that our customers can grow. We want them to make enough money that they can afford to pay us to keep working the conversions, because when we get growth, our customers want us to do more work, not less. Enlightened self interest maybe, but it works for everybody.
To the point that if we can’t do it, then we’ll stop charging.