Your business needs to have a higher purpose behind it. It needs to be something your customers can talk about and share with others.
And, before you ask, I don’t mean God when I say higher purpose. Even though, that’s one way to have a higher purpose behind your business.
your big message or big idea
Every business should have a big message or big idea behind it, according to Laura Roeder and John Jantsch—two amazing marketers. Your big idea is what drives your business. It’s the backbone of each product you make and every service that you provide.
My big idea is that artists and other creative entrepreneurs can make loads of money doing what they love to do. They don’t have to be broke and miserable. I’m pretty sure that Mayi shares the same idea with her creative business coaching. That’s why we work so well together.
Mayi also has a big idea to make lovely products out of recycled, sustainable, eco-friendly materials. Her customers look at her Etsy shop, and within minutes, realize her big idea. It’s right in front of them. When a customer wears one of her adorable headbands, I can guarantee that other people are going to ask about it, because they’re that freakin’ cute. And the customer can say, “I bought it from a handmade shop on Etsy. The creator uses all eco-friendly materials.” I don’t know about you, but that would make me want to go look at her shop.
Can you tell me what your big idea is in less than two minutes? If you can’t then you need to refine it. If you can, do your customers know what your big idea is or do they have to hunt through your website to find it?
the story behind your products + services
Along with your big idea, you should share the story behind your products and services. What made you start your creative business? What lights a fire in you? Your customers want to know this stuff.
They want to know that you started making organic dog treats for your golden retriever, because she got sick from store-bought dog treats. And, then you decided that other people might want homemade, organic dog treats for their pets, so you started a business to sell your dog treats to other concerned dog lovers.
Also, tell specific stories behind different products and services. For instance, my mother-in-law recently made a fiber art bracelet with a recycled button from a dress that brings back a lot of memories from her 20s. That’s a great story. It’s short and easy to share.
Take 5 minutes to look through your product and service descriptions. Do they include stories? If not, mark a time in your calendar to add them.
let your passion lead the way
Building and running a creative business is hard work. It can be extremely rewarding, fun, and exhilarating—but it can also include lots of long hours, stuff that you don’t enjoy doing, and tough moments.
If you build a business that isn’t based on your passion, you probably won’t have a big idea or stories behind your products and services. Also, you’ll probably get burnt out really fast.
If you’re struggling to come up with your big idea or big message, is it due to a lack of passion? If it is, take a deep breath and know that there’s always time for change. And, there are plenty of people like Mayi who can help you redefine your business.
April Bowles-Olin
April Bowles-Olin works with creative women to lead more fulfilling lives while they make money doing it. She also attempts to add a little prettiness to the world with her art and jewelry. You can learn more about her at Blacksburg Belle or connect with her on twitter @blacksburgbelle.
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