Do you remember Anita Roddick back in the 90s and the pretty meteoric rise of her business, The Body Shop?

The Body Shop focused on the emerging “ethical consumer”. People interested in fair trade, natural products, and who weren't comfortable with the idea of testing cosmetics on animals.

What drove the Body Shop to success wasn't just that they served these sort of customers. They championed them.

They ran awareness campaigns, had posters supporting worthy causes, wore their heart on their sleeves (or in their case, on their t-shirts).

As a result, their customers didn't just feel like they were shopping. They felt like they were part of an important movement. They felt like Anita and the Body Shop shared their values and their ideals. They were on their side.

How loyal were Body Shop customers? Incredibly. They were prepared to pay a lot more for cosmetics from a firm that they felt stood for something they believed in too.

Can you do that in your marketing?

I think so. And it will make it much more powerful as a result.

I don't mean make up a cause just to get more sales. I mean finding a cause you already believe in that your ideal clients do too.

It means being a champion for your clients – not just serving them.

Take my business for example. In my years since leaving the corporate world I've increasingly realised that I really enjoy working with solo professionals and smaller firms.

I feel an affinity for them. I want them to succeed. And I believe they have a ton to offer that gets ignored because they don't have a big company name behind them.

So when I help them with their marketing and they start to get more clients, more visibility and to help more people I feel like I've done some good in the world.

Of course, large corporate clients are more lucrative financially. But emotionally I'm on the side of the little guy.

How about your business?

What can you do to champion your clients? Can you team up with other service providers who believe in the same things you do?

It doesn't have to necessarily be a “noble” cause. In many ways Apple have been a success because they've championed beautiful design and usability. Harley Davidson have championed freedom.

What can you champion?