First of all, do know we’re all for peace, love, and understanding.
As in …
- Peace of mind that we’re making a difference,
- Love what we’re doing, and
- Understanding how to be successful with it.
Secondly, the 3% who are relentlessly driven to achieve the Dot Com lifestyle are clearly motivated marketers, those whose inner strength doesn’t come from external sayings.
- They’re creating and operating a business, not a hobby.
- They’re not interested in a second income; they’re building a primary income.
Their particular commitment, then, is stark:
Achieve success through intensity.
Build on this by reflecting it in your brand.
There’s got to be more to your business than a desire to make money. That just reduces your existence to being a faceless cog in the base truism of economic reality:
There’s more to you than that, and the same goes for your customers.
With 4.39billion internet users worldwide — and counting — it’s beyond obvious that your interests and passions aren’t going to appeal to everyone. You only need a minuscule segment of them to be wildly successful.
So don’t try to be all things to all people. There’s nothing wrong with being polarizing. In fact, it’s preferable.
Your brand doesn’t need to be fiery-controversial to be polarizing, either, even though that works well in certain circumstances.
One of the best purpose-driven campaigns came from the European budget-travel company, Momondo.
Its objective was to share a greater purpose than just selling trips:
A company spokesman stated Momondo received a return on investment as high as $213 per every dollar spent, confirming a campaign that touches people creates value for both the recipient and the brand.
They followed the classic checklist for purpose-driven marketing:
- Choose your position and make a stand,
- Show people what’s in it for them,
- Showcase exactly who you are as a brand,
- Make them curious and wanting more,
- Use emotions to craft stronger relationships, and
- Start a movement of community and keep building on it.
This is brand-customer bonding at its best.
It’s one of the most sincere components of making your best customers your best customers.
What’s more, the intensity of a purpose-driven campaign is you, and if you’re loving what you do, it’ll show. That’s a very attractive business scenario.