CGM blog: Rationalising your raison d’etre

06 Jan CGM blog: Rationalising your raison d’etre

As I write, New Year business promises are being breached with abandon.

2016 was going to start so impressively – an energetic bound into shaping and starting fresh business plans to take on the world.

Then reality bites.

A colleague came back to 1,200 emails – okay, most are junk mail, but that’s still at least half a day’s sifting to do. Then comes the irresistible urge to do something – anything – to get the New Year business marketing rolling again. Same old, same old…

That business plan you worked so carefully on in December suddenly looks too long term – easier filed in the top drawer, never to be seen again.

So here’s a new year thought – one which our CGM Business Media Clubs in Worcester and Birmingham will ponder this January while focusing on how to build an effective marketing plan.

Why not start by asking the most important question of all – what is your raison d’etre?

I mean, why do you exist? What is the purpose of your business? Not what service do you offer – but why, exactly, are you in business? This is different to describing the services you offer.

At Chris Green Media we know our primary purpose is to encourage, inspire, enthuse and stimulate people and businesses to communicate better by connecting deeper.

This runs through our coaching, training and media services. We know who we are, why we came into being and what we’re doing. We have a great team on board – and we understand the aim of our game.

We want people to communicate better – not differently or more efficiently, this isn’t about speed – it’s about improvement, development and the pursuit of excellence.

What’s this got to do with marketing? It is hard to inspire, influence, build integrity and confidence in what you do unless you know your own values and beliefs.

It is difficult to get buy in or persuade someone to have a gut feeling you’re the right folks for them unless you appeal to them meaningfully with a vision and values.

Too much marketing focuses on managing mangled methods of communication built on speed of delivery rather than quality or depth.

And here’s the rub – when you look to develop meaningful relationships you realise you don’t need to try to connect with as many people as you might imagine.

During a recent discussion with a business owner, we established it could be revolutionised by winning just a handful of new customers. Focusing on who they might be – and how to win them over – is the challenge. But it has brought clarity, vision and purpose to the marketing of that business.

Regular Business Media Club attendees know we love to keep things clear and simple by focusing on key aspects of communication: doing less to achieve more, looking outside in, winning hearts and minds, prioritising with purpose, and empowering our most powerful weapons – our team and our own imaginations.

It is going to be a great year – and we’re going to make a successful, fresh and visionary start to the CGM Business Media Club this January. Come and join us!

For details of January’s Business Media Club meetings click here.

Chris Green is managing partner of Chris Green Media.