Most marketing messages focus on the "what", with an occasional "who", "when" and "how".  But, how much more unique and compelling would your message be if it focused on your "WHY?" 

This topic came up recently as I was working on promoting a client's 40th year in business. What is the key to his success when many of his competitors couldn't weather the economic storm?  It is his WHY. His passion for his profession. The reason he is eager to get out of bed each morning to serve his customers. His PURPOSE.

Focusing on your WHY creates an instant story—one that is unique to you and your business. (And, who doesn't like a good story?)  Research has shown that customers recall more details about a company when their message is conveyed in the form of a story.

I started incorporating the "What is your WHY?" question into my conversations with new clients. I find this information invaluable in my approach to developing their marketing message and creating their marketing materials. It allows me to position them squarely against their competitors, knowing their USP (Unique Selling Proposition) truly is unique. 

What is your "why"?  I'll tell you mine:  I've always had an interest in business—specifically the relationship between Marketing and Economics. More specifically, the impact the economy has on small businesses. What gets me out of bed at 5:00 each morning is knowing that I am helping small businesses (most with very limited budgets) market their products and services—often for the first time. I'm helping each client promote their "why", and getting their story out to potential customers. But, seeing their businesses grow as a result of our efforts and celebrating their success is my ultimate "WHY".