Write an ‘obituary’ to uncover vital messaging for your marketing

Sometimes it can pay to start at the end —?in this case, the end of your business.

It might feel uncomfortable at first, but there’s tremendous power in writing an “obituary” for your business. By identifying how you want your business to be remembered, or what the world would miss if your business was gone, you’ll find the heart of what your business is all about. Its purpose.

This purpose can then inform all of your communications with customers — from website copy to emails to social media posts. We sat down with Franklin Parrish to learn about his simple exercise to help small business owners focus their marketing.

“When you understand how your brand’s absence would affect people, it helps guide what your purpose might be for the future,” he said.

Franklin serves as senior director for brand, marketing and creative services at Kaiser Permanente of the mid-Atlantic, in addition to teaching masters-level courses in content strategy at Georgetown University. He stresses to his students — and we agree — just how important purpose is to effective marketing.

Franklin also encourages business owners to consult the Jungian archetypes (for more on those archetypes, check out his piece on LinkedIn). These archetypes can help you spot your audience’s underlying needs, and the best ways to speak to them.

Check out the video above for more!

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IMPRINT?is a full-service content marketing agency based in NYC. Certified as diverse-owned by the?National LGBT Chamber of Commerce (NGLCC), and?nglccNY - National LGBTQ+ Chamber of Commerce New York?member,?IMPRINT?is proud to support other small businesses, particularly those from underserved communities. Please follow us on LinkedIn for our latest content and thinking and visit us at?imprintcontent.com.