By Kieran Hollingsworth
Having recently started as a social media / PR trainee with aDoddle, I have been presented with a number of training opportunities. Among these training opportunities have been two books in ‘Find Your Why’ by Simon Sinek, and ‘Building A StoryBrand’ by Donald Miller. Each of these books has proven useful in their own way, but have also proved useful working in conjunction with one another. The lessons learned in each are different, yet complimentary.
Find Your Why With aDoddle
Those who have worked closely with aDoddle could attest to the importance of ‘finding your why’ to everything aDoddle does. In the Overview section of a profile page, the section of the page a visitor views first, is a header titled ‘Who We Help, Why We Help & the Difference It Makes’.
Learning the importance behind this is important to understanding the goals of aDoddle and how it operates. Behind every meaningful organization is an equally meaningful ‘why’, a reason for the organization to exist. For aDoddle, this is to make finding much-needed help and support simpler, in the same way that finding a hotel or restaurant is a google search away. As an alternative example, for a company that sells books at discounted prices, their why may be to spread the love of reading and make education more accessible.
Creating a StoryBrand
Where Start With Why can help with expressing why your brand exists StoryBrand can help to transform this into a good story for use in marketing. The key to this is the problem solver, which is a person in a position of authority who guides the protagonist through their journey from rookie to expert. In communication with consumers, the organization should aim to place itself within this role in order to portray itself as a confident and assured figure, capable of leading the consumer to the resolution of whatever their journey may be.
This is slightly trickier from the standpoint of aDoddle, as aDoddle isn’t really selling anything. It’s helping people to connect with a wide range of opportunities, services and volunteering opportunities. aDoddle isn’t an authority on many of the services it brings attention to, but nevertheless, it can help to alleviate the consumer’s problems and paint a portrait of an ideal lifestyle to anyone eager to volunteer.
In this way, it’s important to portray each organization aDoddle promotes as an expert in their field. Oftentimes, organizations will provide this information without any prompts in their ‘What We Do’ section. A good example of this comes from Bristol Grandparents Support Group, who in their ‘What We Do’ section, highlights that they have been contacted by over 6,000 grandparents interested in their services. This automatically places Bristol Grandparents Support Group in a position of authority in their field as what they offer is clearly of use to many people. This is a great statistic to make use of in aDoddle’s social media posts for this very reason.h
Why Your Why is Important
Communicating a ‘why’ at the forefront of everything an organization does can make that organization seem more genuine, and get the consumer on the same page quicker. There’s a human element to expressing a why, an explanation for what makes the founders tick. But additionally, it places the organization in the role of a problem solver. An organization’s ‘why’ is communicating a position of authority, and assuring the consumer that it has the know-how to solve their problem.
In the case of aDoddle, communicating just why the platform exists is a powerful way to communicate what it is aDoddle does, and why consumers should trust aDoddle. Through its why, it’s evident that aDoddle recognizes an existing issue, in the inaccessibility of help, and promises to make this help more readily available. For anybody who reads this why, aDoddle may be considered an authority figure on charitable organizations and where to find them. aDoddle promises to make finding help, giving help, and connecting locally aDoddle, and provides evidence as to its authority by stating that over 150,000 charities and local organizations have signed up to the community map.
Hooking in an audience with a powerful why is the first step towards earning new, loyal consumers. A powerful and honest ‘why’ can alert potential consumers to an organization’s understanding of the troubles they have themselves faced. The next step is to implement StoryBrand’s strategy of the organization placing itself in a position of authority. These strategies in combination can draw in a receptive audience, and help to convert them into consumers.