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Make It Real March 2009
News and Views from Clarity to Business, LLC
Discover what you love. Build your business. Prosper. | |
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Greetings!
It's been a challenging first quarter for many people. I hope you are withstanding the onslaught.
I find that focusing more deeply on providing what my clients need takes my mind off the economy. Try this and see how it works for you.
Make sure you read, "Cause Marketing, Because it Makes Sense," for ideas and inspiration for marketing you can do to reach more of your perfect clients.
If your business is doing well, hurrah! If it's not, remember this too shall pass. It may pass faster if you focus on your marketing.
Happy Spring.
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Cause Marketing, Because it Makes Sense
Cause Marketing--associating your business with a specific cause so both you and the cause you support make money--is so ingrained in North American business that you probably don't notice it anymore. 
Most large companies have a cause they support. One of the most active examples is the Red campaign, which raises money for The Global Fund to Fight AIDS, tuberculosis and malaria. The Gap, Dell and many other businesses support this cause. If you've ever bought a "Red" product, part of your purchase price went to the Global Fund. You might have even bought a product because part of your money went to this cause.
But cause marketing isn't just for big companies. If you have passion for a cause, it might make sense to involve your business in it--especially if the cause you care about aligns with your business expertise.
Studies show people prefer to buy from companies that demonstrate a social conscience; in some cases they'll pay more for the same product if the company they buy from supports a cause they believe in.
The primary question to ask yourself is this: Will the cause you choose resonate with your clients? The Puppet urges diligence on this point. If your customers are National Rifle Association members, associating your business with an anti-hunting movement wouldn't be smart. You can donate all the personal time and resources to this cause that you want, but it wouldn't make sense to associate your business with it. Choose a cause that matters to your customers.
To see if cause marketing might work for your business, go to my blog for more examples of cause marketing campaigns.Then take ten minutes to answer the questions in this month's tip (below). "Do it now!" The Puppet says. "It's worth the time and effort."
If you and your clients are passionate about the same things, cause marketing can be a powerful marketing tool, and a way to spread more good in the world.
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Choose Your Cause
If Cause Marketing attracts you, take 10 minutes and answer these questions:
1. What is my core expertise in my business?
2. What cause do I believe in deeply?
3. Could I apply my core expertise to this cause?
4. Does the cause resonate with my clients?
5. If the answer to #4 is yes, what is the next step to get my cause marketing program off the ground? (i.e. Call the non-profit that champions this cause, talk to a few key clients to see what they think, etc.)
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I have finally chosen the cover for my first book, Passion, Plan, Profit:12 Simple Steps to Turn your Passion into a Solid Business. Isn't it gorgeous?
The Book Designers provided me with a number of compelling options. Right now they are having a little party at their office, rejoicing in the fact that I finally made a decision. What can I say? It's my first book.
The cover is one of the most important ways to get readers to notice a book, and the work of cover design is half logic, half alchemy. If you have five minutes, check out The Book Designers portfolio; or read a blog written by one of their designers.
And if you're about to finish your book and need to hire a cover or interior designer, call The Book Designers at (415) 491-5426. They'll do great work for you.
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