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Due to the Pandemic, many businesses have moved their sales funnels online and this trend is not expected to reverse any time soon, if ever at all.
With that said, it is no secret the internet is a very busy place. According to DataReportal, "Global internet users have climbed to 4.95 billion at the start of 2022, with internet penetration now standing at 62.5 percent of the world’s total population." That's a lot of people - roughly 15 times the total population of the United States.
So, how does your brand even begin to stand out in such a crowded space?
The answer: You don't.
Well, you don't try to get the attention of every internet user, that is, even if you believe you have a product or service everyone in the world could benefit from.
Ramon Ray, best-selling author, global speaker, and producer, validates this idea though a concept he calls "Famous To the Family." He believes CEOs can find success in today's world through leveraging the power of their personal brand. Yet, although we see the likes of Elon Musk, Gary Vaynerchuk, and Seth Godin enjoying wild popularity from their brands, most business owners should not try to emulate them.
Famous To The Family is about being "famous to the small circle of people you are hoping will admire and trust you." (Ray, Ramon. The Celebrity CEO. pg. 18) According to Ray, this is the goal of almost all marketing efforts these days, as many will never become - nor do they want to - colossal brands such as Nike, Apple, or GE.
We at Story So Good ascribe to Ray's ideology. We believe that social entrepreneurs are no different than other entrepreneurs, except for the intent of services provided and/or how profits are allocated.
Thus, purpose-driven brands do not need to "change the world" through every lead they receive. They do not need to shift every perspective with each commercial or blog post. With almost 5 billion people on the internet, it is virtually impossible to get everyone to agree with you, let alone become aware that you exist.
Famous To The Family is about spreading your message to your loved ones and hoping they share the love back to you. It is about being honest and authentic about who you are. It is about creating value for those you want to see their value increased.
The world is a big and diverse place and the internet is simply a reflection of it. The Pandemic has only brought this fact to the forefront. It did not create it. Indeed, the Pandemic has changed countless lives and businesses, some for the better, some the worst. Yet, loving on those who love you will always be a winning strategy, whether in personal or professional relationships.
So, if you want to make it as a purpose-driven brand in today's society, focus on your family.