Can Marketers Have Soul?

Most marketing is soulless and self-centered—an interruption of someone’s life just to catch their attention. What if we told you there’s a better way?

In Know What You’re FOR, marketing guru Jeff Henderson teaches us what to do, especially if you’re experiencing a decline of sales and momentum. He focuses on how to create powerful, lasting emotional bonds with customers instead of just catching their eye.

Word of Mouth Starts with You

If your company or your team’s culture is in decline, your business will have a difficult time attracting new customers. A positive team culture, on the other hand, will drive word-of-mouth advertising. You need to believe in your members, show appreciation, develop members intentionally, listen actively, and live by your values. 

Believing in your team members does not come by default. Your conversations with them need to reflect your belief in them and their capabilities. You should also make sure to be grateful for them and their services. Learn how to express that gratitude, as feeling appreciated is a great motivator for better performance. Handwritten notes of appreciation and gratitude go a long way. 

Community Service

The impact of your business is pretty easy to measure. Would your community notice if your business closed down? If not, you’re doing something wrong. 

You shouldn’t aim to just stay in business. Your goal needs to be to make your community and the world a better place. But a lot of businesses are missing that sense of purpose. 

Belonging is a fundamental and universal human need. This is why it is important to make your customers and community feel like they belong with your company. They are not just people who purchase your products and services. They are what keeps your business going. You should build your business FOR these people. The larger your circle of influence, the wider you can spread your potential impact. Belonging may not concretely show up on your spreadsheets, but it will affect your bottom line. 

About the Author

Jeff Henderson was named by Forbes magazine as one of the 20 speakers you should not miss. He studied journalism and advertising at the University of Georgia. He helps individuals and businesses grow by building a good name and balancing profit and purpose, and has worked for multiple well-known businesses such as Chick-fil-A and North Point Ministries, where he was a lead pastor for more than 17 years. 

Read our full summary of Know What You’re FOR . . .

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