Put Meaning in Your Marketing: Define Your Greater Why

Dec 5, 2011 by

When establishing a niche for your coaching business, ask yourself: “What’s my Greater Why?”

Your greater why is why you do what you do.  Try this: Draw a circle and write in the needs of the world as you see them. Now draw another circle and write in your passions and strengths. The place where those two circles intersect is your greater why.

The world needs your ability to address its needs. Typically your greater why will fill a void in one of six experiences that humans yearn for:

  • A sense of connection
  • A sense of contribution
  • A sense of purpose
  • A sense of identity
  • A sense of knowing and understanding
  • A sense of acceptance and belonging

What does this have to do with marketing? Your marketing needs to tell your target audience how your product or service will help satisfy one of those six yearnings. Think of car commercials. They’re not selling a car, they’re selling an experience. For example, the new pickup truck powerful enough to pull a trailer filled with boulders up a mountain will give a man a sense of identity as strong, hardworking and able to accomplish anything.

Think about the problem or challenge that keeps your target audience up at night and ask yourself what yearning lies behind it. For example, if you work with harried women juggling a family and career, they likely yearn for a greater connection with their loved ones as well as the reassurance that the sacrifices they have to make in both arenas are worth it (purpose). Your marketing might promote how your service or product will allow the women to spend more quality time with their families.

Use your Greater Why to make your marketing, well, great.

 

Kathy Jo Slusher-Haas

Market Your Coaching Business

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