I want every woman starting a creative business to feel empowered. I want her to take her excitement for her passion and turn it into something that makes her proud and makes her money. I want her to be able to spend the majority of her time on her art—not shuffling through resources and wasting time on stuff that doesn’t matter. That’s why I put together ARTrepreneur.
I enjoy taking the concepts from my background in therapy and helping women who feel overwhelmed, struggle with procrastination, and wrestle with multiple passions. I love to learn and experiment with business concepts and then teach them in a simple way so they’re easy to understand and easy to put into practice. That’s why I blog regularly.
I want to make big changes for women who have big dreams. I want to help women who struggle to get their unique, handmade products in front of the right people. That’s my why—the reason I do what I do.
Why do you do what you do?
This isn’t the easiest question to answer, but it’s incredibly important that you know the answer. It’s also important that your customers and target market know your answer. If they don’t, you’re in trouble. You’ll have a really hard time building a loyal customer base without sharing this information.
When the right people understand why you do what you do, they connect with you and your brand. It’s easier to make purchasing decisions and price doesn’t matter as much.
Think about recent purchases that you made. Why did you buy?
When my husband and I bought a new sofa and love seat, we looked at all of the brown sets. Then we narrowed down our options by sitting on them and seeing which ones were the most comfortable. Then we looked at the prices. We found a sofa and love seat on major sale, it was comfortable, and it was chocolate-colored. Perfect. We bought them because of the price. We knew our dogs would be laying on them, so we didn’t want to pay too much for them. I have no idea what company made them. I won’t look for other sofas made by the same company. I’m not a loyal customer.
Contrast that with Liz Lovely, a company that makes vegan and gluten-free cookies. Their mission statement is clear. They bake cookies with a higher purpose. They don’t cut corners, and they don’t prioritize profits over people or the planet. That’s a business that I can get behind and enjoy purchasing from. I had never ordered food online before ordering a batch of cookies from Liz Lovely. When I landed on their website, I read about their business and my mouth watered looking at their products. I was hooked and ordered cookies right then and there. I’ll be a loyal customer, ordering more than my fair share of the gluten-free chocolate chip cookies. It costs $3.99 plus shipping for two cookies, but it doesn’t matter. I would even buy them if they cost more.
Your purchases either depend on something like price, promotions, or fear OR they depend on loyalty, trust, and connection with the company’s purpose.
Share your purpose. Let people know why you do what you do.
When someone new lands on your website, she should be able to figure out your “why” within seconds. It should be obvious in everything that you do. Put it in multiple places. Blog about it, include it on your about page, and make it clear in your shop announcement. Every blog post that you write and every product you put out there should somehow connect with your why. Otherwise, your purpose gets diluted, trust decreases, and your customers will be confused.