In This Economic Climate, Why Should Anyone Spend Their Money With You?

A while back I read the interesting assertion that our lives succeed or fail one conversation at a time. What a simple statement. Perhaps dangerously simple, because the tendency (as is the case with most profound truths) is to briefly consider and then move on without the full impact of the statement really penetrating.

But, consider for a moment, really consider, the idea that your life’s successes or failures are the direct result of your conversations. We tend to think that we are having conversations in our relationships or about our relationships, but really - our conversations are our relationships.

This is true for all of life -including the part of life that has to do with our businesses. Our businesses are currently trotting along (or speeding along) towards success or failure on a path that is made up of the conversations that surround it. Stated more pointedly (and accurately), our conversations are not about our business. Our conversations are our business.

To clarify - by conversation, I speak very, very broadly to mean every point of contact your business has with the outside world. Further… at the center of every meaningful conversation, there is a core message that resonates somehow with those engaged in the conversation. From the standpoint of your business, that core message should communicate exactly why your business deserves to exist.

Um, not to offend, but do you know why your business deserves to exist? Not why you want it to exist, or why you think you deserve to have it exist, or why it’s important in any way to you that it continue to exist, but why the market should allow you to continue to take up space in the marketplace. This is harsh, I know, but…

if you don’t know exactly why, in the eyes of your market, your business should continue to exist (and thrive), why should your prospects and customers?

At YML we are business owners too, and currently (always) wrestling out the answer to that pestering, yet all important question, “Precisely WHY should anyone do business with us?” I mean, aren’t you clutching your wallet a bit tighter these days? Aren’t you more selective about laying down your money and thereby placing your vote for which businesses deserve to continue to exist and which one’s don’t?

At the risk of sounding overly dramatic, as a business owner or entrepreneur, going into business automatically places you in a harsh, non-forgiving, all-out competition, in which many, many businesses fall by the wayside and are forever left behind. It’s a fact that you are competing with a sea of businesses in a world that needs little else that it doesn’t already have. I mean, really, did you go into business because there was literally no one else out there offering your product or service? We are surrounded by an overabundance of choices for an overabundance of products and services.

Ah, but this doesn’t at all mean that anyone is free of problems, does it? In fact, ironically, while we are surrounded by excess (I mean, who really needs a Big Foot Garden Sculpture anyway?), we seem to have more discontent, unhappiness, stress and anxiety than ever before. We also seem to have more needs, wants and desires than ever before.

Within the motivating forces that push all of us to search for that which holds the promise of alleviating our unhappiness and fear, or filling our deepest needs, wants and desires, is your opportunity.

The market will not allow you to exist out of sympathy. The market will allow you to exist because many, many people lay down their money, thereby placing their vote for you to continue to exist. They do this because you provide something for them that they are deeply motivated to have. They don’t even need to be conscious of that motivating force. But you do. Because, your job, no matter what business you are in, is to market to them. And you do that by clearly communicating a core message that hits at the heart of whatever they are motivated to put down money to solve or have.

This is (or should be) the core message of your business. This is the meaningful part of the conversations that make up your business. This is the heart of marketing. This message should be at the heart of your marketing.

Want to know exactly how to create this all-important core message? Sign up for our FREE email course about how to answer this question better than your competition: “Why should customers do business with you?”

In this course, we will show you how to uncover the motivating factors that drive your ideal customers to buy, and then break down the process for creating a core message that will drive them to buy from you. Subscribe to this free course now.

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