Having a strategy for your business’s communication is important. But it’s more important that you have a clear knowledge of your “why”, because it gives your strategy meaning.
Here are three really good reasons for imbuing your strategy with the meaning derived from why you do what you do.
I was inspired to write this after reading this post at Portent (which everybody should read), and after thinking deeply about what MY ‘why’ is. The notion of the ‘why’ was actually introduced to me through Nutrimetics buiness training… which inspired me to go back to doing what I absolutely love: Writing and helping others.
Why do you do what you do? (I love that sentence.)
1. Your Why? gives your communication an innate structure.
When you define your Why, you are defining some essential topics to talk to. Even if your ‘why’ is two sentences long, you could probably pull out of it a series of key items. Those items are the topics back to which you need to relate (however tenuously) your writing. Of course, by “communications strategy” you understand me to mean your blogs, your social networks, the material that you share, and how you generally communicate with your audience.
Let’s take the reason why I do what I do. I do it because I know that good communication is essential to good relationships, team happiness, knowledge and learning, customer relations; it creates better connections, and better connections (business or individual) underpins greater success and greater happiness for everyone. My secondary why is that I want to bring to everybody the ability to provide great communication: it is not limited to the large corporations with big budgets, and nor is it limited to business. (Creatives with personal brands, I’m talking to you here.)
Therefore, some of my key notions might be:
- Learn to communicate effectively, in all channels: for individuals and for businesses
- Understand that great communication is something to work on, externally (with customers/audience) and internally (with your employees)
- Demonstrate things that are good to do… and good to avoid
- Help raise awareness about writing and content being both a PR and marketing exercise.
Everything I write, therefore, needs to kind of touch on — or relate back to — each of these things.
2. Your Why? makes your communication specific and purposeful
When you understand why you do what you do, and you can see the innate structure that it creates, you suddenly have both boundaries and freedom. This sounds contradictory, but in my experience, the freedom to create anything you like is also restrictive: you sit in front of your computer screen wondering what you should write, out of the millions of possible things. When you have the boundaries of topics or structure, your ability to create is given room to expand. Suddenly, thinking of something to write is not a big deal, and you are able to focus your ability on the writing itself.
Making your communication specific also enables your audience to understand — through visiting your site, or your social networks — that you can be reliably expected to produce the same — or similar — things. This underpins a good relationship with your customers.
3. Your Why? makes your communication meaningful.
The specifics of your communication enable you to imbue everything you write with an intense or personal meaning. Everything you write is related back to the reasons for why you do what you do. You might have a wellness business, and you might do it simply because you want to help people find happiness. This gives you the liberty to write about personal happiness, stress reduction, saving, relationships, spirituality, the list goes on. The thing that brings them together are the key notions of happiness and wellness: and both relate back to the business that you are in.
Bonus hot tip
The consistency of specific communication functions as a way of creating brand differentiation. The sum of business that you are in + why you do what you do + what you offer is usually not equal to anybody else in the same industry.