June 26, 2017

Selling With Conviction: Your Brand’s Purpose


Do you ever feel like your prospects aren’t connecting with you? Are you having trouble figuring out how to stand out from your competition?

Of course you are.

It makes sense. It’s not always easy to differentiate your company from the others in your space. Unfortunately, having a unique selling proposition isn’t always enough.

You need to become something more. You need to be someone that your prospects can relate to. Otherwise, you’re just another “me too” brand.

If you’re an entrepreneur, it’s crucial to be able to become something more than just your offering. It’s the only way you can build loyalty with your prospects and clients. It’s about selling with conviction.

When your prospects look at you, they need to see more than just a shiny new product or a helpful service. They need to feel a sense of connection with you and your brand.

This article will teach you how to earn more business by selling with conviction. When you follow these steps, you will be able to become more persuasive when you are discussing your offering.

Remember Why You Started Your Business

Selling with conviction requires you to stay in touch with your “why.” What does this mean?

It means you regularly remind yourself why you started your business. You remember what problems you are trying to solve. You focus on what is driving you to succeed beyond the money.

It’s about purpose.

Your purpose is what you’re passionate about. It’s what keeps you moving forward despite the obstacles and challenges.

When you’re in touch with your purpose, your passion will come to the surface in your sales efforts. This is exactly what your prospects need to see. The more passion you show, the more believable you are.

I’m going to ask you a few questions.

  • Why did you decide to start your particular business?
  • How does this relate to the way you see the world?
  • What problems are you trying to solve?
  • What change are you trying to create?
  • Why?

Lastly, how do the answers to these questions make you feel? Hopefully it made you feel passionate about your work. This is what I’m talking about. This is what your prospects will connect to.

It’s about the emotional factor.

Selling Is About Emotions

Here’s a hard truth: people aren’t going to buy your offering because it’s so brilliant. They’re not going to embrace your brand because they did a thoughtful analysis of the benefits you offer.

They’re going to buy from you because of how you make them feel.

Most of the buying decisions we make are based mostly on our emotions. it’s a fact.



Yes, we like to think we’re all creatures of logic, but we’re not. At least not as much as we believe we are.

I’m not saying that appealing to logic isn’t important. I’m saying that if you’re only addressing the rational, analytical side of your prospect, you may as well give up right now.

You have to give your prospect a way to connect emotionally with you. That’s why it’s so important to allow your passion to show. Remember, people won’t connect with your product. They will connect with you and how you make them feel. Especially if you find out how to communicate your purpose.

Communicate Your Brand Purpose

Staying in touch with your purpose is important, but you shouldn’t stop there. You also need to express your purpose. Shout it from the rooftops!

Your prospect should know exactly who you are and what you stand for.

There’s a few reasons for this:

  • When you talk about your purpose, you will automatically become more passionate. This makes you more persuasive.
  • Articulating an attractive purpose that prospects can buy into makes them more likely to be persuaded by you.
  • Talking about your purpose will help you stand out from your competition.

Simon Sinek, in his book “Start With Why,” talks about how important it is to do business with those who believe what you believe. You want to express what you truly stand for. You need to let your audience know what you’re fighting for and why you decided to take up the fight.

A great example of this is Nike. They don’t just talk about how awesome their shoes are. They talk about people who have had the courage to “Just Do It.” Their purpose is to help people push themselves to achieve things that they never would have thought possible. It’s a purpose that anyone can agree with.

This is the type of message you need to communicate to your audience.

It’s great to talk about your offerings, but more than that, you need to talk about the “why” behind your offerings. It’s the only way to build a true connection with those you wish to serve.

Here are some ways to communicate your brand’s purpose:

  • Marketing: All of your marketing messages should relate to your overall purpose. It should be present in each piece of content you create.
  • Verbally: If you’re involved in direct sales, this is one of the best places to communicate your purpose. Tell them what you stand for and tell them often.
  • Write a manifesto: A manifesto is a great way to concisely express the soul of your brand. By reading it, your audience will understand the values that influence the way you do business.
  • Your team: Each person you hire for your business should hold the same values that you do. You want to recruit people who are passionate about the things your brand is passionate about. These are the people that will be motivated to work towards the vision you set.

When you integrate your purpose into your sales and marketing efforts, you are selling with conviction. You’re not just another “me too” brand that is only looking for creative ways to separate your prospects from their money. You’re a brand that stands for something more.

Conclusion

If you take one thing from this post, it should be the fact that you must have conviction when you’re selling. Conviction means staying in  touch with your company’s purpose, and expressing that purpose to your audience.

When you articulate a brand purpose that people can connect with, you will have a much easier time earning and keeping more clients.

Enthusiasm Photo via Shutterstock

6 Comments ▼
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Jeff Charles


Jeff Charles Jeff Charles is the founder of Artisan Owl Media, an Austin-based content marketing agency that specializes in helping professional service firms increase their influence and earn more clients.

6 Reactions

  1. Aira Bongco

    The art of selling is not as simple as telling someone to buy something. It is also about believing in your product so that other people believe what you are saying about it.

  2. I agree. Marketing is about telling a story that people can relate to. It is about knowing their problem and linking that to the reason you started your business.

  3. Right. You will not be able to get people’s attention and get them to spend money if you don’t appeal to their emotions. Selling is really more than just getting your items out there. You really need to ‘touch’ people’s hearts to earn their loyalty.

  4. Martin Lindeskog

    Jeff,

    I am not selling anything, I am giving you the opportunity to buy something from me as a personal brand! 😉

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