think. evolve. apply.

5 Essential Marketing Tools for SRB's

by Frank C. Teklits

(Part Three of a 5-Part Series)

The "real" bottom line for an SRB (Socially Responsible Business) isn't just about making a profit or just about making a difference. The two must meet to form an organization committed to a mission of doing well (being profitable) while doing good (using responsible, sustainable business practices).

Last month, we looked at how to Communicate for long-term effect.

This month, we continue to examine the 5 Essential Marketing Tools that feed the mission and economics of successful SRB's.

3. Speak to the heart and the mind will follow.

People make buying decisions based on emotion. If they connect with your organization and how your products or services will meet their needs, then they use their mind to rationalize their decision. This is not a call for manipulative marketing. It’s simply a fact that if your SRB doesn’t connect with emotions first and mind second, you will lose the interest of your potential customers. The best way to avoid crossing the line with this marketing tool is to stay true to your values while providing a solution to your customer’s needs. They really want you to help them solve a problem, avoid pain or seek pleasure. Speak truth to the heart and the mind will see the logic in starting a relationship with your organization.