“People don’t buy what you do, they buy why you do it.”
Simon Sinek has dedicated his career to this fundamental idea and it’s the focus of his book Start With Why. A new acquaintance reminded me about this book as we were discussing what clients and customers are looking for when they buy a company’s products or services. Having a great sense of Why is critical to efficiently and successfully marketing your products and services.
It takes a real shift in thinking, but the Why is usually hiding in plain sight and it’s fun to help people find it. Before I started helping others, I had to figure out my own Why. For example, here’s how the discipline applies to my business:
What – client success stories
How – interview, research, write, design, edit, approve
Why – to help find more clients and shorten sales cycles
Figuring out why you do what you do, and being able to articulate it is the secret. It’s liberating and motivating and it makes your products or services easier to explain, and more importantly – easier to buy.
Nobody wants to buy software, employee benefits, bookkeeping services, or even stories. What they really want are more trade show attendees, happier employees, improved cash flow, and more clients.
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