Start Information Marketing with Business Purpose

What are Shrewd Website Goals Photograph

Earlier, in Fast Tracking Online Business Ownership, I introduced the online business launch process with some questions:

  1. Purpose Statement – why are you doing this?
  2. Rewards Requirement – what do you have, and what do you want?
  3. Objectives Statement – what direction will you take?
  4. Strategies – how will you get there?

Today, I want to look at the first step, business purpose, and I want to look at it specifically in the context of information marketing. Information marketing is where you publish pages of information designed to attract readers. You might do this for different reasons:

  • To attract advertising and affiliate revenue
  • To attract customers for an existing business
  • To attract supporters for a good cause

Use one or more of those three basic reasons to start to define the purpose of your business.

I have realized that I did not make my 7 step plan clear enough. People have assumed that the questions I pose in the first 4 steps refer to themselves personally. Obviously, if you are the sole owner, and your business subject is close to your heart, then personal feelings cannot be ignored. However, there is a world of difference between what you want to achieve for yourself, and what you want your business to achieve.

Let me clarify the planning steps:

  1. Purpose Statement – what will your business do?
  2. Rewards Requirement – what do you have, and what do you want?
  3. Objectives Statement – what direction will your business take?
  4. Strategies – how will you guide your business direction?

My best advice, during this first step, is to forget all about money. Money, income, revenue, or wages. Call it what you will, but I call it Rewards. We consider Rewards in the second step.

Paradoxically, if you are already wealthy, then projects for simply making money can be very effective. Turning money into more money is a well tried and tested method for wealth improvement. I have plenty to say about money, but that is for later. Today, I want to focus on how you can start an information marketing business with little or no capital.

What is your business purpose?

So if money is not the purpose of an online business, what is?

At this point, I was tempted to paraphrase Drucker’s definition of the purpose of business. Whilst researching the exact wording, I found Drucker’s Err – The Purpose of Business. That says it better than I can:

Measurement is not purpose.
Customers, Profits, Shareholder values. These are the measurements that determine if you can keep playing. Profits keep you in business so you can keep making or doing something. Every business was started by someone who wanted to make or do something and be able to eat at the same time.
Don’t confuse what keeps you in business, with why you’re in business.

Once you have started, what keeps you in business is determined by your successes. I will cover that later. For now, we have to re-interpret why you’re in business to be what do you want your business to achieve?.

What do you want your business to achieve?

What are Shrewd Website Goals PhotographThe foundation for your business starts here. To write your Purpose Statement, you have to start with your current situation: who you know; what you know; or what you want to know.

Let’s apply your situation to my earlier list of reasons. Are you raising revenue, attracting customers, growing awareness & support, or a combination of two or three reasons? If your choice involves an existing business or good cause, then you have your subject area. If you are simply raising revenue, then your subject is determined by what you know, or what you want to know.

For example, suppose I know a graphic designer who specializes in website images. I want to support him by driving buyers to his business, and I also want to support myself with advertising revenue. My Business Purpose Statement starts:

My business will help website owners who want make their sites look better. It will offer advertising slots for revenue and for encouraging visitors to use my friend’s graphic design business.

That is very basic, but a good starting point. You can put more in your statement, if it is important to you. During the first 4 steps, we always review and refine this statement. In the next step, I will look at rewards, which will add extra information to our Business Purpose Statement.

Note that you do not have to choose a subject that you are an expert in. If you are sufficiently interested, you can use your project as a learning process. Your website will document your learning curve, which is interesting to other people. As you gain more expertise, visitors can see you are genuine, and trust you because you have learned the subject that they want to learn. In that light, my example statement would be:

I will learn important principles of graphic design, and present them on my business website. My business will provide simple, logical explanations to website owners who want to improve the look of their websites. I will share some of Jim’s knowledge, and encourage visitors who want to employ a designer to contact Jim.

If you want to start your own online business, please tell me your Business Purpose Statement. It does not have to be about Information Marketing – I can help with most projects. The only restriction is, your statement must be in English. When I understand your statement, I will create a new page for your project so we can plan Rewards. I have started to document this process at Shrewdies Website Project Management.

When will you start Information Marketing with Business Purpose? Share your experiences, opinions, and questions in Shrewdies Make a Website Group, or Shrewdies Website Help Chatroom.

Leave a Reply