Does having a "Why" really help SELL your Business?
Short answer: Yes!
One of my favourite business books is Start With Why by Simon Sinek. If you haven’t read the book, then you may have seen his Ted Talk. If not I’ll wait while you go watch it.
Basically, the premise is people don’t buy what you do they buy why you do it. They believe in the why behind your brand, they identify with your purpose and they desire to be apart of it.
Why does the “Why” sell your business?
We all like to be apart of a purpose. You can see how this has really taken off lately with the one for one business model, ever bought a pair of Toms Shoes and justified it because for each purchase the send a pair of shoes to a child in need?
Or maybe you found a certain entrepreneur and completely identified with their journey. I’m going to guess you either wanted to or did purchase something from them. Because you identified with their why.
“We are drawn to leaders and organizations that are good at communicating what they believe. Their ability to make us feel like we belong, to make us feel special, safe and not alone is part of what gives them the ability to inspire us.” Simon Sinek
Be the leader who communicates what you believe, allow your followers and customers to feel apart of your purpose. Communicating the why, will help you sell business to potential customers.
Clearly Defined Place of Why
When you understand the why behind your business, you can filter through opportunities that fit and those that don’t. Think of your why as a compass, steering you back to projects and decisions that fit with your why.
When I work with clients on their marketing strategy, we dig deep into the why behind their business and their why becomes clearly articulated in the first few pages of their marketing strategy. Some clients have even printed this out to keep as a reminder on their desk.
I was speaking with one client after we finished her marketing strategy and she told me how helpful the why section of her strategy really was. She said she often came back to the section and asked herself if the project, blog post or Instagram caption truly fits with her why. If it doesn’t, she moves on to the next idea.
How well are you communicating the why behind your brand? Download the Brand Clarity Workbook to help you dig a little deeper and find the nuggets of messaging that will help tell your 'why' to your audience.