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One of the changes I’ve made to my marketing is the inclusion of my core values into my marketing message. Typically we are told that the marketing message should be about the people who need our services, with minimal discussion focused on ourselves, but I find that integrating your core values into your marketing is essential because it helps people understand what drives you to do what you do and explains why you will take care of them. When people understand your motivation for doing what you do, it helps them understand how you’ll help them as well as what you’ll do to get the job done.
Your core values are essentially your calling to offer the services and products you offer. For example, I feel called to offer coaching because I want to see the changes I bring to peoples lives. I want to know I’ve made a difference and helped those people succeed with their businesses. And yet until recently I really didn’t mention this in my marketing. I realized it was a mistake not to share my core values, because when I did finally share those core values, it caused my prospects to open up even more to me because they recognized how committed I am to their success.
Your core values don’t need to take up all of your marketing, and really shouldn’t. But you can mention them in context to whatever else you are sharing about your business or your understanding of what your potential clients need. There’s also another benefit to purposely including the core values of your business in your marketing. It reminds you every time why you are doing what you are doing and keeps you focused on staying true to your clients and business. It helps you recognize if you might be going off the track, so that you can refocus and stay authentic to what your business is.
So how do you discover your core values? Ask yourself why you are in business and why you want to offer the services and products you offer and then answer the question. Then ask yourself what you want to contribute to your community overall, regardless of whether that community pays you or doesn’t pay you. That will tell you what your core values are and help you start to develop marketing around your calling. Sharing your calling with other people will create rapport and help them relate to you as a person as well as a business owner. I find that having that kind of understanding is essential to developing a strong relationship with potential clients and network partners, because people want to feel connected to a person, not a business, and while you are in business, its always important to include a personal element of yourself in your marketing message. Your core values allows you to do that and helps you find people who have similar values and would want to either do business with you or refer you because of those values.
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