For those of you familiar with the Navel Marketing Model, creating a cause is the pinnacle of any marketing strategy. Customers buy products but evangelists buy causes – they buy into something. Whenever anyone asks me what they should write about on a blog, we start with the cause. When a company asks me what they should promote, we step back to the cause. When a company is struggling with their brand, we create a cause and rally around it.
In the transparent marketplace in which we operate today, companies need a “higher, holier calling” that goes beyond making money. They need to stand for something. They need to “make meaning,” as Guy Kawasaki would say.
Recently I was approached by a marketing automation software company, called InfusionSoft to become a certified consultant for their software. Once I investigated the product and its capabilities, I was blown away. This was something that I wish I had known about sooner, for both my own businesses and for many of my clients.
I had the chance to spend last week in certification training trying to understand the software and the best methods for implementing. What really impressed me, however, was the company itself. It has been around for about 7 years and started as a custom software house. It launched a product based on a project for a mortgage broker. Since then, the company has grown exponentially. It has attracted venture capital as well as the attention and endorsement of several well known authors and.
Early on, InfusionSoft figured out its cause and has had the discipline to stick to it. The cause: “Revolutionize the way small businesses grow”. So many companies avoid focus because it is difficult, there are so many opportunities out there, and they are afraid of alienating a portion of the markeplace. As the famous saying goes, “the more you narrow your focus, the more you broaden your appeal.”
As you listen to the founders tell their story, it is amazing to hear how they felt the pain of running a small business and how they built a solution around helping small businesses grow without adding staff and helping fix the inherent issues around follow-up failures in small business marketing.
However, it doesn’t stop with pitching their product. They have been touring the country with their Marketing Revolution Tour where they are teaching companies tips and tricks for changing the way they market. They sponsored a Fix your Follow-Up Tour with noted author Dan Kennedy where they paid to have Dan teach successful marketing principles in 4 cities within 4 days. The CEO of InfusionSoft, Clate Mask, even wrote a very compelling eBook that they are distributing free of charge on their website that highlights 9 proven techniques to double your sales. This is not to mention the dozens of other webinars, seminars, and speeches they give around the country to further the cause.
Their growth is a testament to selling the cause, or the InfusionSoft Dream, as they like to call it. This is a company the is prime example of cause marketing at its finest. Build a cause and then educate, advocate, and innovate around that cause.
What other companies have you seen that are built around a cause?