Your Company Needs a Purpose. Here’s Why

Can you tell me your company’s purpose? Yes, this is a test, go!

If you had to think about it for more than a few seconds, or if you’re coming up stumped, fear not. Chances are you have a meaningful purpose hiding not too far beneath the surface. 

If you started a business to make money, great! After a while no money = no business, so if your company is still here you must be on the road to success. But I’m willing to bet that if you’re reading this there’s something more than that driving you.

Mission, vision, purpose… what does it all mean?

No one likes marketing jargon, so let me interject here with a few quick definitions. There are many perspectives on this, but I’d like to share how I like to think about a company’s mission, vision and purpose.

A mission statement has a practical role to play in your business. It should define your core business objectives and outline what you will do to achieve them. This can be broad or narrow, but the more specific and actionable you can get the better. 

Here’s an example from my client, Everlastly, a wedding registry that gives shoppers the information they need to make more sustainable choices, right when they need it most: at the point of purchase.

“Our Mission is to enable consumers to vote with their wallets for an economy that is good for people and the planet, ultimately without sacrificing the things they really want.”

A vision statement is much more forward-thinking, aspirational and transformative. If it's easily attainable, think bigger. Picture an ideal future world that your company will build over time. What does it look like? This is your vision!

Everlastly has a powerful vision statement, which they use as a rallying point for their internal team, and a driver of business decisions. It’s big and exciting, and I can’t wait to see it come to life in the years to come!

Mission and vision statements can be powerful tools for your business. They can help inspire customers to get behind your business, and they can be just as valuable (if not more) for attracting and motivating employees who are aligned with what you’re doing. Whether you choose to share these statements with the world or keep them internal is up to you.

Now let's get into the heart of the matter: your purpose.

Your purpose is the why behind it all. It’s your company’s reason for existing in the world. 

Once you know your purpose, you can use it to grow your business. How? By weaving your purpose into your communications, you can help your audience understand why they should become customers. It’s all about making those human connections! 

Why I work with purpose-driven companies

I don’t know about you, but I’ve always been the type of person who asks why.

Gym Teacher: “Today we’re going to learn to serve in tennis, but you’re only allowed to serve underhand.” 

Me: “Why?”

I may be biased, but I believe that most customers these days are the same. They don’t just blindly follow whatever you say, they need to know the why! 

I love working with companies that have a clear purpose because it makes my job as a copywriter easy. 

Don’t get me wrong, it’s incredibly rewarding to work with businesses that are making the world a better place (who wants to work with people who are making it worse anyway?) but the truth is, a brand with a purpose is a much easier one to sell.

Why, you ask? 

We all have choices (too many you might say), so it’s up to you to show your audience why they should stop what they’re doing and spend their hard-earned cash on your product or service over allll the other options out there. 

Copywriting connects the dots between what your audience wants and needs, and what you have to offer. The goal is to capture people’s interest and motivate them to say yes before they have a chance to move on to the next thing vying for their attention.

When a company has a clear and compelling purpose, the rest falls into place, from copy to product marketing to sales.

So… what’s your purpose?

I’ll go first!

My purpose is to build brands people love. 

This is what gets me going in the morning, and I’ve come to believe that deep down when entrepreneurs are looking for help with their brand strategy or copy, what they really want is to be loved.

I’ve been lucky to work with companies that customers love so much they’ll shout it from the rooftops and keep coming back again and again. It really is an amazing feeling when someone leaves an enthusiastic review or shares your product on social media. I want that feeling for every client!

So, that’s my purpose. Now, if you passed the test in the beginning, and you already know yours, congratulations. Now it’s time to put your purpose work for you in your communications. 

Still not sure about your why? No worries. We can still get to the bottom of it! 

If you need help finding your purpose (or your mission and vision for that matter), I’d love to help.