This post is the final installment of my”What is your why?” series. In the previous 2 posts in the series we’ve been covering reasons why the LGBT community matters to you. In the very first blog post I explained to you that the very first question I ask any potential customer is “Why do you want to market to the LGBT community?” Based on this simple response I can usually determine if we are going to be a right fit to work together. Read part 1 of 3 here.
I gave you some time to think and worksheets to review to help you understand what your why is. Then in part 2 of 3 I provided a really clear example of a terrible why and explained that when you aren’t in it for genuine and authentic reasons you will hit a dead end. Period. Read part 2 of 3 here. Your why doesn’t have to be something super polished and sexy right out of the gate but it does need to show that you have a genuine interest in the LGBT community that goes beyond wanting to make money off of them.
Now let’s talk about taking your why and turning it into part of your company story that will resonate with the LGBT community. First, by now, you should have a general understanding of what your why for marketing to the LGBT community is. In part 2 of this 3 part series I provided a worksheet and asked you to write down 5-10 reasons why you are interested in reaching the LGBT community. (Go back and get the worksheet here.) Now that you have that, let’s talk about your story. To understand what your story is I would like for you to answer the questions below. You can download the worksheet here.
- What is your current business?
- Why did you start your business?
- What are you the most passionate about in your business?
- What were you doing before you founded your company?
- What motivates you and inspires you to serve your customers the way you do?
The key now is to integrate your LGBT why into the story of your company to create a seamless story of why any prospective LGBT client would want to do business with you over your competition. So step back from your business for a moment and review your 5-10 reasons of why the LGBT community matters to you, as well as the answers to the 5 questions above and take a first crack at creating your story that weaves in the LGBT community.
If you need additional help from here I encourage you to check out my training course “Gay Sales 101: How to Sell to the $830 Billion LGBT Market.” The very first section of the course is about creating your why which includes additional templates and worksheets to get you pointed in the right direction and craft that solid why the LGBT community won’t want to refuse.
Consider sharing your why in the comments below! 🙂