[This is part of a series of blogs sharing my approach to developing your unique Impact Story, you can read part 1 here]

When I ask you why your business exists its not because I’ve gone all existential on you, it’s because I want to know. I want to know if beneath what you do we share the same vision, values and dreams for what the world should be like.

Social Enterprises and purpose driven businesses have a HUGE added advantage when it comes to building relationships (with their employees, partners, investors, supporters and customers) because they have passion for a cause – a deep rooted problem they are trying to solve or at least alleviate through entrepreneurship.

And the way you understand and approach this problem is key to building a tribe of loyal supporters and customers.

Yesterday I wrote to you about why your impact story matters and what you need to include in it. (Not read it yet? Don’t worry you can read it here).

Today’s lesson is all about sharing the reason your business exists.

Whether it’s because your passionate about your local marine life, want to educate people to eat less sugar (and be healthier), or your desperate to see employers pay a living wage – it doesn’t matter, there are hundreds, if not thousands of people out there who will share your passion and commitment to your cause, who will buy from you because you have both an incredible product/service AND because you’ve built a relationship based on mutual interests, values and vision for the world.

But if you’re not sharing the reason why you exist then how will they know?

How will they connect with you?

How will you build a relationship with them?

So, the first part of any great impact story is telling people the reason why you exist as an organisation.

So what’s your problem? What problem is it that you seek to solve, resolve or eradicate?

You can create LOADS of content from thinking about how you could educate your audience about this problem or issue.

Don’t assume they know anything about this. Tell them how you know it’s a problem – what evidence exists?

Whatever the problem is there will be some kind of research, study or evidence that explains that it is a problem. (And if there isn’t share your understanding and observations – you’re probably already the expert). The more you share about it the more people will start to see you as the expert and refer to you for more information.

Now it’s important you don’t go overboard here. I know as a social entrepreneur you’re multi-passionate and it’s easy to think your tackling twenty different things through your social enterprise and this may be true but to keep things simple for you and your audience, just pick one or two.

If you’re really stuck, let’s talk.

Honestly, I don’t want you to get stuck here so I’m inviting you to talk it through with me for 30 minutes so you can take the next step from here. Just click here to book a time in my calendar.

The next step is telling your audience why you care about this problem. Why is it personal for you? Be honest and specific.

The final thing to include is why they (or in fact anyone) should care about it. It’s all well and good you sharing your passion but why should they care? This is why it’s so important to know who your target audience / ideal customers are (covered in module one of the Impact Communications That Convert course) so you can persuade them of your position.

This does two things, first it re-affirms your connection with those who are already aligned, and secondly it persuades those who weren’t quite as aware or aligned initially but are much more likely to support once you’ve used your persuasive powers.

So now you have the first part of your story – the reason why you exist:

• The problem you’re tackling

• The evidence that backs up what you say

• Why you care about it

• And why other people should care about it

Tomorrow I’ll share the next part which is all about what you uniquely do to solve or tackle this problem.

Until then, adios!

If you’re finding these blogs useful you might want to check out my Impact Communications That Convert course, open now until 7th October.