[avatar user=”david.feinstein” /]
“If you don’t drive your business, you will be driven out of business” -B. C. Forbes.
This brings up the most important question for the New Year. What drives your business? Do you have a strong value set that your prospects understand and relate with constantly? Many times in the news, we see big businesses collapse on itself, because they lack a basic philosophy that connects with their audience.
This can happen to small businesses as well. You may have the best opportunity, best support and infrastructure, but if your prospects cannot feel like they can trust you, the rest of your offering will mean very little. If you do not already have a core value to offer, in the next section learn how you can create one.
Developing Core Value
Developing your core philosophy does not require endless hours behind the screen. What are your ethics? This is a good starting place to develop ethical values to help drive your business. The principles that you want in an offer, should offer value and meaning.
Your business has to stand for something, and what principles it offers will show up in most aspects of your marketing. An empty mission makes a business look shallow and untrustworthy.
The value statement does not need to be as long as a book, but it should be clear and precise. If you can incorporate it into a strategy, this practice will make it more transparent and digestible.
Consider developing the one paragraph mission carefully. You want to put this on your website, so that your visitors understand who you are, what you do and how you do it and what is in it for you.
Now, creating this paragraph and keeping it in the dark does nobody any justice, you cannot just write this up and do nothing with it; the principles are executable truths.
One key point is developing a difference from the rest of the pack, what makes you stand out?
Once you have developed the values, you can move onto the next step.
Implementing the Drive in Your Marketing
Where is the best place to display your new-found values? The homepage, of course, but you can add touches of it to other pages as well. Turning the mission into a strategy should not be difficult; it requires a little change to your day-to-day stuff. Once you implement the changes to the way you market, it will become natural. Most of you may be doing this already. You may need to write it down and publish it for your visitors and prospects. It is okay to drop an update to your leads about changes
to your mission. So the question remains, what drives your business? If it is not a mission, then developing one could transform your whole look on the business. Once a year look at the core value and make any changes as you see fit. Your business will change, and keeping the values up to date will ensure a smoother transition into the next quarter or year.