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Episode 096: Marketing Guiding Statements (Part 6): How to Determine Your Small Business’s “Why”

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If you’ve been listening to our Marketing Guiding Statements series, you already know that the key to successful marketing is clear, effective messaging. Because, if you want your marketing to work, you have to know what to say to connect with your ideal customers, hold their attention, and convert them into paying customers.

In this episode of Priority Pursuit, we’re excited to share the fourth Marketing Guiding Statement you need to define to clarify your message: your small business’s “why.”


What is a “why”?

If you’ve been in business long, you’ve likely heard the importance of defining your why.

Put simply, your why is the reason your business does what it does. It is the single reason you serve your customers and work as hard as you do.

While it’s important and healthy to have personal whys (e.g. Perhaps you work hard in your small business to provide for your family.), for the sake of this exercise and your marketing messaging, you want your why to be customer-focused. In other words, why do you do what you do for your customers?


Why is defining your why important for your marketing?

Now, typically, when business owners are encouraged to determine their business’s why, it’s so that they have a single statement that reminds them and their team why they go to work every day and inspires them to work hard. And, this is a very important reason to determine your why.

However, it’s also important to determine your why for the sake of your marketing messaging. As we’ve discussed in previous episodes, people make buying decisions first based on emotion. Then, they back up their buying decisions with facts.

As a result, your why is an amazing way to show your potential customers that you care about them and to form a connection with them. Your why is essentially a single statement that tells your customers that you do whatever it is that you do to make their lives better, and that’s an amazing thing.


How do you determine your small business’s why?

Your why can be written with a sentence formula:

We do [insert what you do] because of [insert why you do it].

For example, at Treefrog, our why is: We help hardworking small business leaders take the guesswork out of marketing (what we do), because they deserve to have thriving businesses and lives outside the office (why we do it).


What should you do with your why?

Once you have your why developed, there are a few things we want to encourage you to do with it:

  1. Include your why on your website. Your about page is an especially great place to do this.
  2. Create social media posts about your why. These are simple enough posts to create and will let your audience know why you do what you do.
  3. If you have an email list, include an email about your why in your nurture sequence.

Basically, so your audience can connect with your why, it’s important to share your why regularly and in strategic places.


Defining your why will help you better connect with potential customers & help them see the value in what you do.

Having an easy-to-read, understandable, customer-focused why statement will:

  1. Remind you and your team why you do what you do and inspire you to work hard for your customers each and every day.
  2. Help you form a deeper connection with your potential and even current customers, because they will be able to see that you created your products or services specifically to make their lives better.

For the sake of clarifying your message—which (again) is the key to effective marketing—don’t wait to write your why statement!

If you’d like to learn more about how to clarify your message so that your marketing will actually work, take our FREE mini course: “The First Step to Effective Marketing for Small Businesses: Writing Your Marketing Guiding Statements.”

At the end of this course, you’ll have the messaging and talking points you need to write effective web copy, social media posts, ads, email campaigns, and copy for any and all of your marketing efforts. In other words, you’ll know exactly what to say to convert your prospective ideal customers into paying customers.

If you’re ready for your marketing to actually work, take the Marketing Guiding Statements mini course now!


Links & Resources Mentioned in This Episode


Writing Your Marketing Guiding Statements. 7 videos to help you clarify your messaging so that your marketing will actually work!



The Priority Pursuit Podcast is a podcast dedicated to helping small business owners define, maintain, and pursue both their personal and business priorities so they can build lives and businesses they love.

You can find The Priority Pursuit Podcast on Spotify, Apple Podcasts, Amazon Podcasts, Stitcher, and wherever you listen to podcasts.



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Victoria Rayburn explains how to determine your small business’s “why” in this episode of “Priority Pursuit.”



Leverage Kelly’s marketing experience, insights, and leadership to grow your business.

As the founder and chief marketing strategist at Treefrog Marketing, a co-host of the Priority Pursuit Podcast, a StoryBrand Certified Guide, and fractional chief marketing officer, Kelly Rice has spent more than two decades helping small businesses take their companies to the next level by providing trustworthy leadership and building effective marketing strategies and systems.

She has dedicated her career to helping small businesses succeed because she knows, firsthand, how hard they work to make their communities a better place. 

Still, many people undervalue the strength and ingenuity of small businesses, but not Kelly. She believes they deserve to have a marketing partner and strategy that works as hard as they do.

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