Marketing With Purpose Kit: When Your Offer Becomes Proof of Your Beliefs

**SPEAKER_2** (0:03)
The Bliss Business Podcast, the show about empathy, connection and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media and programmatic ad experts.

**Stephen Sakach** (0:16)
Welcome back to the Bliss Business Podcast series, Marketing With Purpose, where we explore how to embed purpose into every level of your marketing. I'm Stephen Sakach here with co-hosts Tullio Siragusa and Mike Liwski. Hey, guys.

**Tullio Siragusa** (0:31)
Hey.

**Mike Liwski** (0:32)
Glad to be back.

**Stephen Sakach** (0:34)
Yes, indeed. So today's episode is about purpose-driven product marketing, how your offer itself can become proof of your beliefs, not just a vehicle for sales. So most companies design products for profit then figure out how to market them, right? That's pretty standard. But purpose-driven product marketing flips that on its head. The belief comes first and the product exists to serve it. It's the difference between, hey, we made something cool, let's sell it. And hey, we believe something deeply. Let's create something that proves it.

**Tullio Siragusa** (1:11)
And you know, when you market this way, your product or your service isn't just a solution. It's actually a living demonstration of your values. So it's powerful. It shows your commitment every time someone interacts with it. That's when the marketing really writes itself, because the proof is literally in the product.

**Mike Liwski** (1:35)
And so let's maybe look at a couple of specifics about why this matters. So when your product is proof of your purpose, there are at least these three things that exist. Number one, you build instant trust with your customers. They can see you walk through your talk without needing necessarily to put a bunch of proof out there. Number two, you start to see that you create emotional stickiness. People will feel a bond with your why. And it's not just about what your product does or what it is. And then the last one is you start to really inspire advocacy. Those customers become even storytellers because they want to share what it stands for. They want to share your story and what it means to them.

**Stephen Sakach** (2:22)
Yeah, and in a crowded market, purpose-driven products are harder to copy than features or pricing, right? So a competitor can clone your functionality, but they can't fake that deeply embedded value system for long without being exposed. You've got to be about it. And so I think that's definitely a big differentiator for companies when they're able to do it this way.

**Mike Liwski** (2:45)
Big time, for sure. And so let's look at some examples. So one that we've talked about previously on the shows, that our audience is familiar with is Bombas, the sock company. Now, their belief is quite simple. It comes down to that clean and comfortable clothing is a human right. So for every product that they sell, they donate specifically the designed equivalent of that one to someone who has that need. And the giving is essentially baked into their model.
And it's not just necessarily an afterthought that they have, but it's quite frankly like a seasonal campaign that they do. And every customer knows that their purchase is going to have a direct impact.

**Stephen Sakach** (3:31)
You know, another one I love is Who Gives a Crap.
It's a toilet paper company with a belief that sanitation is essential for dignity and health. They donate 50% of their profits to building toilets and improving sanitation worldwide. And even the product packaging, we actually get this at our house and they deliver it. It tells a story in a way that's playful and memorable, and it's deeply tied to their mission.

**Tullio Siragusa** (3:59)
And then you have Tony Chocolonely.
Chocolonely, if I could say that right. Chocolonely. Tony Chocolonely. That's a mouthful right there. But interesting, their mission is to make chocolate 100% slave free. Now, when you hear that, automatically, you're sort of like curious, what do you mean, slave free? What does that mean? Their unevenly divided chocolate bars represent the inequality in the cocoa supply chain. Even their design choice is the marketing. Every bar sparks a conversation without even a single ad.

**Stephen Sakach** (4:38)
Yeah, you know, if you've seen those chocolate bars, they're not like the straight cubes that you think of as just these very odd shapes. It's very unique.

**Tullio Siragusa** (4:49)
I'm sorry, you know, who's caught my attention recently? I saw a Purina ad recently. And their focus was on helping victims of domestic violence or abuse who have pets who will sometimes stay in a situation because of their pets. They're now offering a way to take care of, to find lodging for that person and also their pets. I mean, talk about doing something that's purposeful. That caught my attention big time. I was like, wow, this is a brand that I normally wouldn't levitate to. But because it's doing something like that, I become interested in it. You know, the purpose really does drive a lot of how you attract people that are interested in certain things that matter to them.