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How to Market Towards Your Values

» Introduction
Not many figure out why they started their business, apart from the fact that they wanted to be successful and make a good living. Generally people are taught to focus on the nuts-and-bolts when it comes to building a business or marketing plan. All of that is important, but if you don’t add who you are into the mix, you’re not going to come up with the right formula. You’ve left out some vital ingredients – you, your values, and your goals.
» Step 1
Your business is unique. The marketing program that works for the company down the street, or even your competitor might not work for you. The problem is (in this world of social media, blogging, video marketing, advertising, traditional PR etc.) how do you decide which direction is right? It’s easy to get lost in the countless marketing possibilities available. But perhaps your starting point shouldn’t be about the types of marketing you should implement for your business, but about what you want from your business and why you launched it in the first place.

People start businesses for a variety of reasons, some because of a passion they have for a particular field, others because they want to make as much money as possible, others to create a particular type of lifestyle. Some are entrepreneurs by necessity, having been laid off or lost their jobs. Whatever your reasons, your values and goals have everything to do with how you should run and market your business.

Not many entrepreneurs figure out why they started their business, apart from the fact that they wanted to be successful and make a good living. But there is more than that to consider. Without building their personal goals and values into their businesses, many end up in businesses that are ill suited to their personalities. Their companies run them, as opposed to the other way around.

Generally people are taught to focus on the nuts-and-bolts when it comes to building a business or marketing plan. All of that is important, but if you don’t add who you are into the mix, you’re not going to come up with the right formula. You’ve left out some vital ingredients – you, your values, and your goals.

You don’t need to take a Jung-Myers-Briggs personality test, but it is a good idea to write down the answers to some basic questions. You might be surprised. Once you’re clearer as to your personal goals, you can review your business goals and see if the two mesh. Do they compliment each other? Are they in alignment? If not step back and see how you can blend the two. Once you and your business are both on the track, everything begins to make more sense. Once you know your basic objectives and both you and your business are headed in the right direction, you can tailor-make a personalized marketing plan that serves both you and your business.

Copyright © Anthony Mora 2009

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