By Matthew Ralston · RCM Impact Marketing
Make the purpose concrete
Your purpose should help explain the choices your business makes. Talk about the problem you are trying to solve and what you do differently because of it. Specific decisions are easier to understand than a broad mission statement.
Connect the story to the customer
Customers also need to understand the practical value of your offer. Explain what it does, who it is suitable for and what working with your business involves. Purpose and commercial clarity should support one another.
Keep the evidence close
When you make a claim, put the supporting detail where a reader can find it. Use genuine project information, accurate product details and authorised customer feedback. If you do not yet have a case study, explain your process clearly instead of inventing an outcome.