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By Robert Middleton – Action Plan.com

If I asked you the purpose of your marketing, what would you say?

Most people I’ve talked to give answers such as:

“To get more exposure for my business," "to get referrals," "to connect with the right people,” or “to build up my list of prospects.”

All of these are worthy goals for your marketing.

But purpose is very different than a goal.

A goal is a destination. Purpose is a direction.

Goals are finite and measurable. Purpose is infinite, never completely realized.

You can set new goals for your marketing each year, month, week and day. And you should.

But creating a purpose for your marketing is usually a one-time event.

A purpose is like the Constitution. All laws must align with the Constitution.

And all goals must align with your purpose. When you are clear about your purpose, it’s easy to see if your goals are aligned or off track.

So, purpose is a BIG thing. It defines the game you are playing, what is important to you, and what goals you want to achieve to continually realize your purpose.

This is why people who do not have a marketing purpose market themselves randomly and inconsistently. They have no direction, no clarity, no way to set appropriate marketing goals and, as a result, don’t get very good marketing results.

The purpose for my marketing is very clear and I’ve had it for years:

“The purpose of my marketing is to consistently attract the most ideal clients to my business, clients that I can make the most difference with.”

Here's another example of a purpose:

"The purpose of my marketing is to become the most sought after leading-edge professional in the arena of leadership in law firms."

What is your marketing purpose?

Cheers, Robert

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Robert Middleton, the owner of Action Plan Marketing, has for 30 years, been helping Self-Employed Professionals attract more of their ideal clients.  He offers the online membership site, The More Clients Club, and individual coaching and consulting through his Marketing Action Coaching. If this is your first visit to the More Clients blog, make sure to get a copy of the Marketing Plan Workbook and join the Marketing Club Forum for free.