Finding Your “Why”

Vital Reasons to Have a Business Story

Behind every business is a story. Maybe it began with an unfulfilled need, a passion that grew into an occupation, or simply a better product. Perhaps it all started between two best friends, inside someone’s basement, or in a college dorm room. A business story might begin spontaneously with some scratches on a napkin late night at a bar or written on an iPhone notepad while traveling in a foreign county. In contrast, a business could be the result of an MBA thesis paper meticulously analyzed and perfected. Regardless if it was a monumental event that inspired you or a simple “why not” thought that sparked some curiosity, it all boils down to one thing: You started your business for a reason.

So, why does this business story matter? It’s important because people love a business with a story. The more a business can convey a sense of mission or purpose, the more people are drawn to it. If they can relate to your business story or simply admire your dream, onlookers become supportive. Why? Because with a genuine business story, customers suddenly become emotionally invested. It makes sense, right? Companies like TOMS created a global brand by pushing a philanthropic message. Facebook’s backstory was so interesting they made it into a movie. Meanwhile, Nike began at the University of Oregon and made its first sneakers with a waffle iron (seriously). Similarly, your business can do just that. You can capitalize on this concept of “why.”

How to Find Your “Why”

In order to leverage your mission to help promote your business, you need to find your why. If you’re not clear about what this is, let’s take a step back. Get out a pad of paper and let’s brainstorm for a minute. First, ask yourself these questions:

  • When did you start your business?
  • Did you have a job before? Did you quit it to start your own thing?
  • Who helped you get it off the ground?
  • How did you get involved in the industry?
  • How did you learn about the product(s)/service you offer?

Now that you have a better sense of what drove you to your business, let’s think about how the world is different because of its existence. Second, think about these questions:

  • Who was your first customer?
  • What was their problem? or Why did they need/want you?
  • How did you solve their problem/need/desire?
  • What emotions do customers feel after doing business with you?
  • How do you want them to feel?

Ok, now we’re getting somewhere. Freeing yourself to think about these concepts will help encourage the reasoning behind your business. If you’re still searching for some epiphany to help write your inspiring backstory, that’s fine! Maybe you just love what you do or what you offer. That’s good enough! Passion is an amazing (and admirable) reason to have a business.

If things still aren’t adding up, focus your messaging on your customer instead. Think about how you make them feel. Create content on the benefits they experience and the solution (or joy!) your business provides. That’s your “why.”

Emotional Marketing

You don’t need to want to change, or in some cases take over (*cough* Facebook *cough*), the world. The most noteworthy point of this exercise is to invoke emotion with your marketing. You run a better chance of leaving a lasting impression if you can make an emotional connection with customers.

Here at Yala, we have an emotional marketing tool coming soon! We will deliver video ads based on emotion. These short, clever clips convey an immediate sense of happiness, frustration, freedom, surprise, relief and more. The reason we offer video ads is because they have an emotional delivery. Yala is going to help small businesses share emotional marketing due to the emotions we create via video. As a result, business benefits and stories can be amplified and understood easily.

Coming full circle, your business has a story and more importantly – a reason “why” it exists. Promote this voice, share your mission, and don’t hesitate to use emotion when you can. Find your “why” and use these reasons to connect with customers. As a result, you’ll strengthen your brand and increase loyalty. You can do it!

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