Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 183 - Harnessing Purpose to Inspire Connection and Win

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183 - Harnessing Purpose to Inspire Connection and Win · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers mastering your marketing message and
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  making offers. Welcome back everybody.
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  Today I want to talk about purpose.
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  And you know, it's a rare thing when I invite somebody onto our
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  platform to talk about purpose because I think it is a lived
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  thing versus the thing you quest for and something ethereal way
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  in the distance. But we wanna talk about
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  harnessing purpose and in particular, using it to inspire
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  connection. And I think connection is the
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  name of the game. This is not a new thing for a
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  new year, new season, new month, new day, whatever.
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  This has been an embodiment of a principle that I've lived my
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  whole life around, and I want a megaphone on it in this new
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  year. And so today I'm super excited
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  to introduce you to our guest. This is Melissa Force
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  Shackleford, who's going to come to us to really help us
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  understand in the marketing lane, how do we actually live
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  purpose and how do we keep connection front and centre to
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  win, Win for ourselves and our values, win for our clients and
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  win in a way that's really competitive without competing
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  with each other. So welcome.
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  I'm super excited to have you here.
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  It's so excited to be here, Christine, I tell you I love
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  your episodes. I've been watching them for a
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  long time and, and really one of your episodes even inspired me
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  to start my own YouTube channel. So I attribute that to you and
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  to one of your guests, So. I love that.
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  That's awesome to hear you guys. This is it.
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  So if you're listening wow and you're thinking I feel inspired
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  by either content, please make make the move.
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  You know, this is the year that big impact is possible.
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  This is the moment and it all starts by you showing up and I'm
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  super grateful. That's a really lovely meet cute
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  in my business. No, it absolutely is.
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  And it's it's what you said. You make impact by showing up,
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  and that's what sort of one of your episodes inspired me to
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  show up even further on a YouTube channel.
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  I love that because guys showing up is the hardest bit.
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  It's easy to do lip service. But I will tell you, getting in
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  the room, recognizing what rooms you're in, who you're
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  surrounding yourself with. I heard something great in my
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  network, Scott McGregor, who is a which is a big fan of the work
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  he does. He said if your network is
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  costing, you're coasting too. And I thought I am not going to
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  be in the coasting lane. It's not the way I roll.
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  And I'm glad to see you coming to play and saying step into a
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  bigger game. So let's talk about this whole
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  word because I think it's bandied around a lot.
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  I think nobody knows what it means and it means a million
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  things. So just start with an
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  orientation piece. What does purpose mean, and how
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  do you see it in the lane of practical marketing?
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  And I appreciate what you said at the beginning that purpose,
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  purpose is very personal to everyone.
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  And it's not something that I can teach you what my purpose
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  is. I can just show you.
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  And I, I did write a book about purpose as it relates to
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  marketing. And in the book I, I defined
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  purpose as the authentic, motivated, motivating reason for
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  being, the force that gives direction, meaning, and
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  connection to both your work and your life.
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  And I think about that really the motivating reason for being.
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  I can use that as a person what what gives direction and meaning
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  to my life. I can also use that as an
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  organization or for my brand. I think this is important
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  because it's not outside. That's what I hear when you say
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  this like it is a, what I would call a guiding North Star.
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  It is. It's like a fingerprint and it
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  is something unique to you. So be aware of other people
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  trying to put ownership on or trying to make you wear a coat
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  that's the wrong size, the wrong shape, the wrong style for you.
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  I love this as an orientation. And I think that's so true.
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  And I think I'm going to just use that the fingerprint.
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  I think that's, that's beautiful, especially when
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  you're thinking about whether yourself and your brand or your
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  organization and your organization's brand.
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  Every time you have to think about it as really being unique
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  and it needs to be your own Northstar.
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  And for myself as a, as a solopreneur, I, I think about
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  myself as my brand and what do I want to be known for?
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  And I have to start with what gives me meaning.
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  OK, so let's ask how do you actually start this journey of
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  this? Because I think the the
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  challenge in the world that's out there right now selling you
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  complexity, selling you a version A1 size fits all.
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  Where do you actually start so that it can show up authentic so
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  it can show up as a direction marker?
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  Because I think a lot of people would say sounds awesome, sounds
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  also like the Unicorn. How do I get here?
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  Alone, it shouldn't. I think it really starts with
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  yourself. And this is where I appreciate a
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  lot of your conversations because you do talk about
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  purpose and how to find your purpose and you, you live it.
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  And so I think that's a great example.
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  But for me, in my experience, I can think about myself, it's
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  really taking the time to understand what motivates me,
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  what are my values, what's important to me.
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  And frankly, that's kind of how I became a solopreneur is I
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  realized that I was in situations that didn't match my
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  values and I wanted to live my values and I wanted to have that
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  be part of my work. So I think for if you're
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  thinking about your own self and your own values, what motivates
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  you, what gets you up in the morning?
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  And it's taking that time to think about that.
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  What fills you up and is the time during the day is what
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  you're doing during the day matching those values are what
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  fills you up. And if you're doing things that
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  don't fill you up, that don't follow your Northstar, then
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  maybe you need to rethink it and maybe take just some kind of
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  starting with just some small actions that say I'm going to do
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  this every day because it really matches my North Star and it
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  fills me up with meeting. And you could start small and
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  it'll get bigger. The same thing for a brand.
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  When you're starting to think about marketing these days,
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  consumers know whether it's business to business or just
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  general population consumers. They know when you're being
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  performative. They know when you're not
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  aligned with your values because they today want to work with
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  organizations and brands that match their values.
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  And I think stating them is key. You said you have to jump off
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  the deep end. Guys.
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  This is 2 things you're doing. You're slowing down enough to
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  check inside and my actions and where I'm spending my day.
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  Aligned, congruent, disruptive, at odds.
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  And then if you are listening, listening to what you hear as
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  the answer to this, and it does feel like a deep ending, guys,
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  you know, there isn't necessarily to your point, a
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  magic pill that's going to say, I can just change everything in
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  a nanosecond. But this freedom comes this this
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  inspired purpose comes from a decision.
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  It's all about being decided, saying who I am, this is my one
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  shot, this is my life, this is my here.
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  I'm here for a reason. Don't be sloppy with the gift.
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  And echoes back to what she said about impact.
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  It's making that first step. And that's how you make the
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  impact. You take that first step towards
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  living OHK kind of a life and having a business that matches
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  your values and that fills you up.
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  And like you said, you can't just do it all in one step.
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  But if you take that one small action every day, then it'll
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  grow into more and more and more.
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  And when I think about my work as a a marketing leader and how
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  I coach my clients and I coach organizations, it's so important
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  that they start with knowing themselves and what they stand
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  for. Professor Brand.
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  And it doesn't have to mean that there are some big global black
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  brand like Patagonia who has a mission to save the planet.
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  You don't have to be like that. It can just be that you want to
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  help your customers live their best lives or your customers do
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  something. You just need to know and be
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  really clear on that. And then as you align your
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  marketing messaging with that, that's where the magic happens
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  and that's where you can really build those strong lifelong
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  connections with your customers. And honestly, that's what we all
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  want to do. I think we say it all the time
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  in our business. I say it to my clients all the
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  time. You get hired for your opinion,
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  you get hired for your values because they're the two things
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  that are non negotiable. I am looking for a gap to be
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  filled if I'm a client looking to provide or buy into a service
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  provider. And I'm looking for somebody who
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  I believe will be safe, will will live in principles that I
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  can respect and live with. And when we do that, people have
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  to use you. I think you said that this this
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  great Spidey sense, if it's out, we hear it like a really
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  dissonant cord. We feel it, we observe it.
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  We're like, well, if it's off over here, there could be a
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  pattern that's off over many places.
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  And so you're saying, slow down. You're saying check in with
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  yourself. And I want to tackle something
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  here because you say, you know, it can take some time and it
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  doesn't always stay true North. So talk to me a little bit about
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  how and what best practices we can have that keep us here.
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  Because purpose isn't set, it isn't one point it can evolve.
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  And how do we tackle that? And, and all of us are evolving
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  all the time and brands and organizations are evolving over
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  time. So for me, it really comes down
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  to a practice of alignment. So when you're aligning with
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  those values and when your team is as well, you can feel it.
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  And that's when the magic happens.
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  And so for a mark, from a marketing perspective, you've
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  oftentimes got a designer and a writer and someone building your
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  website. Making sure everyone is aligned
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  to that true north is really important.
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  And as you evolve, it's keeping them in alignment with that
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  evolution. And part of it a little bit is
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  giving yourself and your team grace to be able to evolve over
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  time because sometimes whatever your values were and what you
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  stood for or five years ago are very different today.
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  I think about myself as a marketing leader, very different
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  today than I was five years ago. My what I prioritize and how I,
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  what I see works is very different.
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  And so I've had to give myself grace to also evolve myself and
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  what is my purpose. Same thing for my teams and same
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  thing for the clients that I coach.
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  We need to have a little bit of grace with that, but making sure
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  everyone is aligned, moving in the right direction.
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  I mean, that's also how you get really high performing
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  organizations because I mean all there's all kinds of data out
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  there that shows purpose driven organizations perform better.
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  And a lot of that is because the alignment with their employees
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  and everybody is aligned to what is their purpose and what is
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  their ultimate goal. As we evolve, I'm curious your
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  perspective on how do we talk about in evolution that's in
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  place and what best practices can we have?
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  Because truthfully, there is such an important thing that
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  happens, recognizing the shift, recognizing that while we used
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  to do this and it was acceptable and desired, as we cast forward,
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  as we look to the horizon, I'm not only communicating it, I'm
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  inviting you to step here and I will need to potentially course
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  correct if we slide back to that previous iteration.
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  So in organizations and as a business and as a business
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  owner, you've said like I've had lots of changes.
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  How do you actually start to say explicitly, yeah, not cool,
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  That's an old version. We're not doing it anymore.
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  What do you think we need to do? Because I think breaking it down
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  in nuts and bolts and really basic steps is so important
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  here. I agree with that.
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  I think that's such a powerful point that you just made.
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  What I think about just overall for a brand and their marketing,
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  the marketing and the brand needs to be living and breathing
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  and it's not something that's stagnant.
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  So that's what gives you the opportunity to honor regular
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  basis to go back and check to say, OK, this is what we've
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  defined as our mission vision values.
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  This is what we've defined as our value proposition.
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  That shouldn't be something that sits on the shelf.
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  It needs to be a living breathing thing.
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  So when we think about evolving and not harkening back to what
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  we were in years past, making sure we take those off the shelf
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  and we re examine those on a regular basis to say, does this
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  mission vision values still fit with what we want to stand for,
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  what we want to be known for, what we want customers to know
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  us for? And does our value proposition,
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  which kind of ties to that what our customers know us as, does
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  that still resonate? And every year or on a regular
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  basis to be able to take that off the shelf and ask those
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  questions and to be able to make sure all of that is an evolving
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  thing is really important. And beyond that with looking at
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  your brand and your marketing and you've talked a lot about
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  this on your different episodes, is looking at what does success
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  mean? So are we still being
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  successful? And if we're not, we can start
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  to take those extra kind of extra time to really examine
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  what is our mission, vision values, what is our value
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  proposition, what do we want to be known for and what do our
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  customers think we're known for. Intent is everything here.
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  I as a practice, something I model, I do it myself, I model
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  it to every client that comes through my my services is we
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  take what I call CEO days. And the big part of this is the
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  check with the orientation, what brings oxygen, what are we
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  really excited about, not the nuts and bolts of tasks.
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  This isn't a catch up date. This is an admin.
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  This isn't very much a vision focused exercise and I do it
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  personally quarterly. Am I heading in the right
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  direction? Am I climbing the right mountain
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  and the right people with me? Am I equipping them to be
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  successful? And what does success look like
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  in the next 90 days? And when we do this, I will tell
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  you the butterflies and the I love my life and gosh, this is
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  so cool. And I have the best business out
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  there always comes to the forefront.
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  And that's why, of course, social media always like
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  champagne happens a lot in your life.
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  I'm like, I love what I'm doing. And it is because I check with
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  my values. It is because the lived
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  experience is here. And I think what you say here is
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  so critical. Intent is 1 and asking your
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  customers, asking your peers. Am I living what I say?
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  And please, you guys gotta be brave here.
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  Jump in the deep end with us. You're not always gonna get a
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  Yes you are. And sometimes the customers
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  think of you in a different way than you want to be known for.
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  And when there has that dissonance, you need to pull
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  that together because it's so important to have that be in
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  alignment. And what was it?
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  Jeff Bezos says your brand is what people say about you when
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  you're not in the room. So it's not what you're
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  defining, it's what they're defining about you.
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  And so if you nailed it when you said it's, you might not always
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  hear from your customers. They might always say about you
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  what you want them to, but that gives you some work to do.
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  And that what you're talking about, like those CEO days,
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  taking that time to to reassess, it's really also pulling it all
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  into alignment and making sure there's that alignment.
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  And as a marketer, that's gold. I just see that as gold when you
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  have everyone from the top down in alignment and your customers
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  also are talking about you in a way that you want them to.
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  And inclusivity is a big part of this because you've said it's,
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  it's one thing to cast a vision that's kind of the easy bit, my
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  friends, just so we're clear ideas is the easy bit of the
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  business world, but it's the loop.
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  It's the feedback loop from customers, clients.
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  And I'd love to you for you to talk about this inclusive
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  communication as a competitive advantage and how important it
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  is to hold the line when you do have a step outside of what you
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  hope for. Because I said, I remember
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  saying to everyone, I said, if you're standard is, is so low
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  that you always hit it, that's a problem.
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  I don't know any business owner, myself included that we don't
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  have moments going well. That was rather epically falling
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  short of our capability and our expectations.
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  Let's clean up and let's check the systems.
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  But for you, because you've got a great track record in this,
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  you're someone I respect in this world.
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  How do we how do we tackle this piece?
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  I, I think first of all, I just want to call out what you said
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  is that nobody hits it every time and everybody has missteps.
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  And when we talk about marketing, certainly I can look
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  back on my career and I, I see missteps, but that's how we
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  learn and we grow and we get better when we acknowledge those
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  missteps. So thank you for calling that
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  out and being transparent because so many people, you
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  know, we have on, on social media, everyone has this curated
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  success and people forget that in reality, we all make
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  missteps. And even when we're talking
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  about inclusivity from a marketing perspective, I've made
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  missteps, my teams have made missteps, but a lot of it is
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  taking the time to reexamine and to do better the next time.
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  And that that's how we all get better.
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  So I I'm absolutely 100% with you on that.
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  From an inclusive marketing standpoint, I think it's, it's
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  not only the right thing to do, but it's also very strategic
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  because we need to all think about broadening who our
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  customers are and we can think about inclusivity from a number
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  of different ways. I work a lot with healthcare and
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  healthcare adjacent organizations.
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  And so oftentimes I remind them that there's 25% of the world
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  that's living with a disability of some sort.
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  And we have to remember that that's an audience that's 25% of
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  the, the population. We want to be able to work with
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  us. And so that comes down to things
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  like making sure your website is accessible, making sure all of
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  your videos have close captions mean just some very basic things
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  to make sure you're opening up what you're doing and opening up
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  your communication to the broadest possible audience.
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  They they really just should be table stakes in this world today
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  with modern marketing techniques.
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  But also people need to remember, not only is it the
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  right thing to do, but this is a huge population that we want to
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  make sure our message can reach. I just think you said my
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  favorite line ever inclusivity is table stakes.
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  Guys, getting in the room and broadening that room is a
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  responsibility and I want to invite you to choose it.
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  I have someone in my network who is my barometer for this.
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  I get a lot of emails that don't talk about failing here.
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  I get a lot of emails saying I can't read all of this because
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  I'm visually impaired to a degree.
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  Some things are good, some things are not.
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  And I appreciate every single time I get this because it
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  reminds me to raise my standard. It reminds me to think broadly,
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  not through my lens, but the lens of my next customer.
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  And to your point, this is smart money.
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  This is also great heart and it won't happen by accident.
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  But there's a huge champion out there.
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  You should champion for them and they will champion for you.
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  So I love that you're bringing this to the table and that it is
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  staple stakes. Yes, yes, absolutely.
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  It needs to be for all of us, even in healthcare, there's
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  other things that we need to think about from inclusivity
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  like I have to coach people that we should have our the level of
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  the great reading level grade be really.
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  Low for what? We're doing healthcare
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  communications to our customers because people you never know
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  for what reason, if they have low literacy, if English is
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  their second language, you never know all the different reasons.
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  The other thing is that in today's day and age, you can be
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  the smartest person with the most education in the world, but
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  your attention span has gotten so small.
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  So need to contemplate putting a kind of lower grade reading
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  level on all of our communications too, just because
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  of the fact that people aren't, they're not reading books
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  anymore. They want it in the bullets,
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  They want it in the short form that they can consume.
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  And again, it comes down to people have a really powerful
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  message. You want the most possible kind
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  of broadest possible audience to be able to consume your message.
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  Well, and I, I know the thing that I heard a couple of years
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  ago and it was really important. We've really pushed, pushed in
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  the past year for this is more snackable content.
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  And that's exactly the purpose behind it because you don't need
• 21:25
  to have all 12 verses out on the first go.
• 21:30
  You need to recognize digestibility for a broader mix.
• 21:35
  And this is something I want you to champion in your business so
• 21:39
  that you can inspire connection and really live your purpose for
• 21:43
  your people. Let's just be clear, your
• 21:45
  purpose is a North star for your people.
• 21:47
  It is not going to be digestible for everybody.
• 21:49
  And don't ever mistake that. That is golden good news.
• 21:53
  And I want to ask you, in your world right now, you're
• 21:57
  championing hard. You're advocating for both your
• 21:59
  own business growth and for others.
• 22:00
  What's working right now to amplify your message?
• 22:04
  You mentioned your network at the beginning.
• 22:06
  And for me, really leaning into my network has been the first
• 22:11
  step in amplifying my network, my message.
• 22:14
  And so for me, starting with my network, leaning into them has
• 22:19
  been important. Beyond that, I couple years ago
• 22:22
  just said I'm going to take risks.
• 22:25
  And that's been really, really, I think important for me in my
• 22:31
  success and for amplifying my message is taking risks.
• 22:35
  I mentioned at the beginning of this that you had one of your
• 22:39
  episodes inspired me to start leveraging.
• 22:41
  YouTube. For me, that was a big risk.
• 22:44
  I started doing video on LinkedIn.
• 22:46
  That was a big risk. All of these risks I've taken
• 22:49
  have paid off and they paid off in different ways.
• 22:52
  They paid off in clients, they paid off in broader impressions.
• 22:55
  But they've also, I feel like I grow every time I take a leap
• 23:01
  and every time I take a risk. And so I try to encourage others
• 23:05
  to do the same and to follow my lead that do something that
• 23:09
  makes you uncomfortable if it's going to help you grow as a
• 23:13
  person, but it's also, odds are going to amplify your message,
• 23:17
  broaden your reach and help you talk to more people and bring
• 23:21
  more into your own network. I love this so much.
• 23:26
  I actually have a similar goal on my commitment to myself.
• 23:31
  This is again with standing in the purpose that guys, if you
• 23:34
  thought I took risks before to get where I got to.
• 23:36
  Paul. Yeah.
• 23:36
  Did anything yet? The big challenge is to step
• 23:39
  even bigger, to step with more investment, more resources, more
• 23:43
  getting into rooms with people that are moving because we have
• 23:47
  to leave with light and we have to do this in an inclusive way.
• 23:51
  So I want people to come find you.
• 23:53
  I want people to come learn about your work you're doing.
• 23:55
  What do they do that? I love to connect with people on
• 23:59
  LinkedIn, Melissa Forest Shackleford, it's a great place
• 24:02
  to have a conversation. They can also reach me on my
• 24:04
  website, melissaforrestshackleford.com or
• 24:07
  my books website, harnessingpurpose.com.
• 24:10
  I'd love to connect with people. I love to have conversations and
• 24:13
  chatting with you like this has just been a wonderful treat,
• 24:16
  especially after I've watched so many of your episodes.
• 24:18
  That's been a treat. I love to meet people and do
• 24:21
  their podcasts and speak at their events.
• 24:23
  And so great ways to reach me are, like I said, my website or
• 24:27
  connecting with me on LinkedIn. So guys, take the leadership
• 24:31
  moment right now to go and connect with her.
• 24:33
  Start that conversation because your next client is led by you,
• 24:38
  your vision, your purpose, your North Star.
• 24:41
  It is about really always connecting first to make the
• 24:46
  first step. Melissa, thank you for being our
• 24:47
  guest today. Super fun to have you here.
• 24:49
  Thanks for having me. That's a wrap on another amazing
• 24:56
  episode of Amplify Your Marketing Message with me, your
• 24:59
  host, Christine Campbell. Robin, be sure to subscribe on
• 25:02
  your favorite podcast platform so you don't miss another great
• 25:06
  episode. And be sure to visit
• 25:08
  christinecampbellrappin.com/podcast to get a free resource on how to
• 25:13
  master your marketing message. We'll see you.