You see a problem in your community…
Household cleaners polluting homes with harmful toxins, no online banking that aligns with the conscious consumer’s values, or a lack of a platform to unite social entrepreneurs, just to name a few.
You think, “Someone has got to do something about this…”
Then you realize, “Wait a minute, I can do something about this!”
So you come up with a solution, a way to weave together your talents, passions, and a central cause.
You get your legal ducks in a row and found your social good company.
You started your business for one simple yet impactful purpose: to improve lives and make the world a better place.
And you know there are others out there who genuinely care about your cause as well.
But when it comes time to sit down and write your web copy, sales page, or an email blast to send out to your list… your mind goes blank.
You think, “How can I talk about my product/service in a way that gets people excited and ready to purchase?”
Many social entrepreneurs with the best intentions fall short when it comes to marketing the right content.
They think that selling a product or service for a social cause is fundamentally different from selling any other product for a profit.
But that’s a fatal mistake.
Just like a company sells a product for a profit, backed by no social motive, a social entrepreneur sells their story and cause for a profit so it can make a greater impact, faster.
That may sound transactional and counterintuitive to the core beliefs of a social good company but think about it.
When someone chooses to buy your product or service over someone else’s, why do they do it?
They do it because they see something in your company, in your service or product, in the cause you support, that’s worth opening their wallet and throwing a few dollars at.
So, how do motivate more people to support your cause by buying your product or service?
5 Simple Steps to Effectively Market Your Social Good Company
1. Speak their language
When it comes to marketing a product or service, far too many entrepreneurs get this wrong.
They sit down to write copy and start to throw around industry jargon that their ideal audience isn’t familiar with, or drone on about the awesome features of their product.
This creates a disconnect with the audience. If they don’t understand what you’re selling, or what’s in it for them, they won’t be convinced to buy.
For example, if you’ve created a cool new software to help calculate expenses and project profits, your prospect doesn’t care how about the technical functionality behind it.
They want to know what’s in it for them.
They’re not sitting around thinking, “Oh man, if only I had this super advanced software with [x] functionality.”
They’re sitting around worrying, “Will I make enough money this year? Am I spending too much money? How can I grow my business? What am I doing wrong? Will I ever stop worrying about how I’m going to pay the bills each month? Will I ever be able to book that trip to Thailand, or buy my dream house?”
If you don’t know what your ideal clients are thinking or saying—then ask them! Interview a few ideal clients, and record their answers.
2. Tell a story – your prospect’s story
Once you understand the conversation going on inside your ideal client’s head, you can use that to tell a story – their story.
The human brain is wired to remember memorable and visual stories.
And ‘you’ is the most powerful word in the English language.
Paint the picture for your prospect in your marketing copy. Take them on a journey from point A—where they are now, their challenges and fears—to point B—where they want to be, the end-goal or dream. Then—and this is the key, weave in how your product or service is the best way they can get from Point A to Point B. If you do this right, buying from you becomes a no-brainer.
To do this, use sensory descriptions.
Close your eyes. Imagine your ideal client. Jump into their current situation, their biggest frustration or challenge. Put yourself in their world. Look through their eyes. What do you see? How do you feel?
Then, envision their dream reality. What do you see? How do you feel?
Take them on a journey, from where they are now to where they want to be, and show them how your service or product is the key to getting there.
3. Sell the benefits, not the features
When you weave how your product or service is the way to get them to their ideal destination, make sure you touch on the benefits, not the features.
How do you do this?
List out the features, then ask yourself, “What will this do for the prospect?” “What desire or dream will this get them one step closer to achieving?”
Here are some examples:
Feature: Easy to use software
Benefit: A clear overview of exactly where you’re spending money in your business so you can cut down costs and actually predict next month’s income so you never find yourself worrying how you’ll pay the month’s bills again.
Feature: Creative copy
Benefit: Written words that speak to your ideal client’s frustrations and dreams, so you can connect with prospects and convert them into customers.
Feature: Online membership platform
Benefit: Connect with more social entrepreneurs and get the best resources to sustain and grow your social company so you can increase your profits and impact.
Remember: even if they want to support your cause, your prospects have to understand what you’re selling and why they should buy from you.
4. Create a strong Call to Action
Once you’ve crafted your story with the prospect as the protagonist, it’s time to gently nudge them to take action.
What action do you want them to take?
Sign up for a consultation? Learn more? Get involved? Buy your service or product?
Empower them to act now with a strong Call to Action (CTA).
Here are a couple examples:
Service: Online membership for social entrepreneurs
CTA: Sign up today to get exclusive access to a network of social entrepreneurs, resources, and classes so you can create the business and life of your dreams.
Product: Natural household cleaner
CTA: Bring the freshness of nature inside and never spray harmful toxins around your home again by purchasing our sustainable and organic household cleaner today.
Here are a couple companies that have powerful CTAs:
Aspiration is a certified B-Corp with a mission to build a better world (pretty cool for a bank, right?) Here’s an example of a strong CTA on their homepage:
Here’s one from the online membership community, Be Social Change:
Remember, if you want people to buy from you, you have to speak directly to their core beliefs by painting a vivid picture of their role in helping enact the change they wish to see in the world and empowering them to take action now by purchasing your product or service.
5. Here’s my challenge for you this week:
Open up a Google or Word doc. Conjure up your ideal client in your mind. Visualize the #1 challenge they are facing right now. Feel what they are feeling, envision the desired end result, and connect the dots with your offer as the key missing piece.
Then, take a hard look at your current copy on your website and marketing materials. Are you telling your story or the story of your ideal client?
Have a specific question about how to position a product or service you’re selling for your social company? Drop your question in the comments below and I’ll answer it 🙂