When we start to get stuck into marketing, we tend to become preoccupied with what we want to sell, whom we want to sell it to, and how we want to market ourselves to them. In other words: we become preoccupied with the external and practical details – and that guarantees a failed marketing campaign.
Before we begin to consider to whom and how we want to market ourselves – and before we even determine what we want to sell – we have to ask ourselves: Why? Why am I doing what I’m doing? What is my motivation for running this business?
If your immediate answer is: “I want to earn money” then you need to dig a little deeper. The same is true if your answer is something like “I like what I do” although this is a better starting point. If you follow this feeling of liking what you do and look a little closer, you’ll eventually discover the deeper intentionality behind what you do. Your why.
Where the Magic Happens
For any sole trader, the sweet spot is where what you love doing and what you’re knowledgeable, experienced, and talented in meets the people willing to pay for it.
Find Your Why
You might think you’re tuned in to why you do what you do. In that case, take this opportunity to test yourself by answering the following question:
In what way do I want to commit to making the world a better place?
If you can answer that question, then you know your why and can go ahead and skip to the next section.
If you aren’t sure, don’t worry. Help is here:
1. Start by figuring out what you like about what you do. Look inside yourself to find out what feels uplifting and meaningful and what inspires you. Try to understand where this uplifting feeling comes from. What gives it meaning?
2. Then ask yourself if this thing that’s meaningful to you also contributes something positive to the world around you. Is it helpful to your clients? If the answer is yes, then you’ve found your why – and you can skip to the next section.
3. If you’re still not sure that you’ve found your why, you can try asking yourself questions like the ones below until you find some sort of clarity.
Ask yourself if what you do:
- makes anyone happy?
- makes things easier for people?
- minimises resource consumption/waste?
- helps/alleviates suffering for people?
- teaches anyone about something they need to know more about?
- brings peace?
- gives anyone strength or something constructive and uplifting?
- is inspiring to anyone?
- creates stability for something good yet vulnerable?
- makes the world more beautiful/wonderful?
- makes the world a funnier place/arouses humour?
- helps others tap into their uniqueness?
- helps others follow their passion?
- creates movement in areas that need a push?
- helps others feel more comfortable in the world?
- is a cause worth fighting for?
No matter how far you are on your journey, keep the question of your deeper motive—your why—in mind. Make it a habit to refer back to your why, no matter how clear it is, when making business decisions. If something feels like it fits with your why, the answer is yes – otherwise, it’s a no.
