14th September 2017 Claire Hawes

Why being a business with soul is a powerful strategy

A business with soul knows what makes it distinctive. Learn how to use your business soul to convince readers to read, share and engage with your content.

Do you know what makes up the soul of your business?

That was the question posed to attendees of a Lewes Women in Business meeting I attended this week.

I have to say the question initially flummoxed me. Seriously, I thought, does a business even have a soul?

But then I thought about what a soul is. It is your inner mind, character, thoughts and feelings.

It’s what makes you distinctive.

Aha! The penny dropped.

At this point, I realised that if you compare two businesses, each selling the same products and services, it is their soul that differentiates them.

Large organisations describe their soul as organisational culture.

So if you are a small business, how does identifying your business soul benefit you?

First off, I think it is important to recognise that your business soul is different from your USP (Unique Selling Proposition).

You hang your USP from your marketing strategy. For example Domino’s Pizza’s USP is: ‘Fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.’ (My son is obsessed with Dominos pizzas).

At the heart of Domino’s business is creating the best pizza experience with technology, teamwork and communication.

If you’re clear about the soul of your business, you can let it set your tone of voice. As a result, you’ll come across as authentic.

Authenticity may be an overused buzzword. But being authentic means you are true to yourself and genuine.

Needless to say, if you are true to yourself and natural, your audience is more likely to want to hear what you’ve got to say.

Which in turn means your audience is more likely to be open to a conversation with you.

Something else to consider is this. Modern digital marketing encourages you to talk directly to your audience.

Consequently, people no longer trust the old school language of corporate communications. They recognise it as bland and predictable puff.

So put some soul into your communications. Be true to yourself, and you’ll earn your audience’s trust.

Better still you’ll give yourself some exciting opportunities to compete.

But how do you identify your business soul?

Fortunately for you, marketing automation guru Hubspot has written a useful post on the subject:

And once you have identified your business soul, how do you communicate it?

Before you start writing, I recommend you:

  • Consider who your audience is. And I don’t just mean a broad target market/sector. Put together a profile of your ideal customer.
    • How old is he/she?
    • Where does he/she hang out?
    • What are his/her concerns?
  • Listen to your customers. What are the daily conversations you have with them? What language do they use?
  • Communicate with them with authenticity. Pretend you are standing in front of them having a one-to-one conversation when you start to write. Be conversational. Be yourself.

Just like that!

In short, people buy from people. If you can identify the soul of your business, you’ll be able to communicate its personality. As a result your customers will see you as authentic. What’s more they’ll be more likely to read, share and engage with your content.

And that is just the beginning.

And finally

If you would like help writing persuasive communications, then do get in touch. You’ll be surprised at how straightforward writing can grab your audience’s attention.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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