Remember Your “Why?”
People don’t buy what you do, but why you do it. Know why. Tell them why. It’s the secret sauce that elevates products, brands and their marketing from good to great. Good marketing materials convey features and benefits. Great ones connect with prospects at an emotional level–a shared “why.”
What is your why? Listen to yourself, first. The people you touch will spread the word.
E-myth, a global leader in transformational business coaching, says, “as business owner and leader, you must know yourself first, then look to the marketplace. If you want to know how to build a brand, it’s first a matter of sequencing. Companies that do it in reverse often lose their way, and have difficulty operating consistently and finding their voice. They make excuses for their lack of service or end up blaming their customers and vendors for their problems. What they really lack is an orchestrated way of doing business based on their values and brand. Or they know what they stand for, but haven’t created the management and engagement systems to keep their brand commitment.
A brand is built and embodied by employees who feel a certain way about you and the company, then extend that feeling to the customer through your products and services. Each touch point either confirms the brand feeling or not. When the company is small, and the owner transfers the feeling themselves, the customers often feel touched directly and more customers come. When the business grows, people are hired who must carry forth the owner’s same feeling towards her valued customers. It’s important for leaders to communicate clearly to their employees.”
Articulate your “why.”
- Values – Reflect on your core values, especially those that seem impractical, undeserved, inappropriate or beyond your reach. Deepen your awareness of yourself as the source of your greatest success. Write down your top 10 values and then categorize by title: Health, Relationships, Work or Financial.
- Passion – Define your passion and develop a Purpose Statement in two to three sentences to support it.
- Purpose – Set goals as they relate to those values.
Hire people that share your “why.” “If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.” –Simon Sinek