Almost overnight, Canadian consumers have been swept by a wave of economic nationalism. We’re actively seeking out “Made in Canada” products and services for our homes, lives and businesses. And we’re being aided by sources of information from Global News to Money Sense to Auto Trader.
The push from all sides is influencing Canadian business owners to shout their true-north-strong-and-freeness from the rooftops.
Consider the case of madeinca.ca, a listing of companies that can credibly say their products are made in Canada. The site was founded in 2018 and, up until early February 2025, had about 1,200 companies listed. The week after the tariffs were first proposed, the site was flooded with over 5,000 submissions from businesses across the country.
The “Made in Canada” movement is shaking up competition in Canada.
“Made in Canada” has always been a strong differentiator for Canadian companies. It’s why so many lead with (or prominently feature) something like “proudly made in Canada” in their messaging.
But when competitors are also made in Canada, why should a prospect choose one Canadian company over another?
Decision-makers who may have included one Canadian company on their shortlists are now only seeking out Canadian options. Companies that wouldn’t have been found are now being seriously considered — but only if they have something compelling to say after Made in Canada.
More than ever, Canadian businesses need an answer to “why you?”
“Why you?” is different than “why?” in that it’s about why a prospect should choose you rather than why you’re motivated to wake up in the morning. “Why you?” has nothing to do with mission or vision or values, and everything to do with why a prospect’s life will be better tomorrow if they choose you today.
And the answer has to be clear so all these new visitors and inquirers and tire-kickers know exactly why they should stick around.
Isn’t that just a value proposition?
Your value proposition is the answer to the first iteration of “why you?” which is usually “why should I pay attention to you?” As the sales cycle continues, your prospect will ask the same question in different ways:
- Why should I believe you?
- Why can I believe in you?
- Why would I recommend you?
- Why will I find value in you?
- Why are you worth what you’re charging?
- Why could my life be better tomorrow if I choose you today?
Unique answers to all these questions will keep new business conversations lasting longer and ending more favourably for you. Because you certainly can’t keep repeating your one value proposition over and over again.
Your answers to “why you” make up the best version of your story.
Everything about marketing, sales, design, development, advertising, hiring, retaining and raising capital is easier with a tight story.
- When a prospect lands on your website, they’ll know right away why their lives will be better tomorrow if they choose you today.
- When one of your front-liners is out in the field, they’ll have the words they need to keep any prospect hooked all the way to yes.
- When top-flight talent walks through the door, you’ll be able to tell them why they should want to work with you.
And when you’re standing in a boardroom in front of people who can lend you the growth capital to meet demands of a swelling customer base, you’ll have the best version of your story.
Do you have the best version of your story on your website?
Count the number of times you see the word “we” or “I” above the fold on your homepage (meaning, before you have to scroll). If it’s one or more, it’s not the best version of your story because it’s about you. With all due respect, your prosect doesn’t care about you yet. They care about themselves.
The best version of your story is about your prospect.
It’s about their future state, when the problem you’ve solved for them is no longer a problem and why their life will be better because of it. Not their job or their day or their bottom line — their life.
Lead with that and they’ll have no choice but to read on.
If they keep reading, your bounce rate will go down, which will in turn help raise your search standing so more prospects looking for you can find you. And considering how many more people are looking for Canadian companies like you, it’s a great time to be visible.
This is a moment for Canadian companies.
Across the board, they’re about to have:
- more eyeballs on their websites, blogs, socials and brands than they probably ever have.
- new leads who have never considered them before.
- old leads leaning into the “Made in Canada” movement and inspired to reconsider.
If you’re a Canadian company, get ready for this unique set of circumstances with the best version of your story in the palm of your hand for whenever you need it next.