Your Guiding Force keeps your marketing on course

A quick tip

• Go to your website's homepage

• Copy your the first headline you see onto a blank document

• Read it

Does it speak to someone who already knows they have a problem or a need? Great!
Or is it trying to convince someone that they have a problem? Change it.

Your website needs to be the place someone comes to when they're already problem aware and looking for a solution.

A quick story about breaking trust

I once received an automated DM from a coach that said “I know we don’t know each other well, but ...”

It felt strange to me because we did know each other.

In a different setting, a mutual friend brought it up. She was offended because she actually knew this coach quite well. They'd just spoken.

Turns out this coach had sent everyone the same message. And yet, her Guiding Force was selling through relationships.

She'd even written a book about it.

We'd been debating whether to attend this coach's event, and we all decided against it.

She couldn't be trusted.

Your Guiding Force keeps your marketing on course

Hey, that rhymed! Anyway ...

An ideal propels your business into existence. I call it your Guiding Force.

It’s the heart + soul of your business, your core identity. It’s the emotional, intangible reason someone chooses your brand over your competition.

It doesn’t change.

Think of it as your brand compass, pulling your business to where it needs to go.

Big brands have them. My favorite is Coca-Cola, whose Force is happiness.

Here are some others:

• Walt Disney World: magic

• Nike: authentic athletic performance

• Apple: think different

I'd like you to start thinking about yours. What is the broad, intangible "why" of your brand? Not you. Your brand.