Marketing Concept: Market Your “Why”
Have you ever stopped to think about the companies you are most passionate about and the biggest supporter of? Personally, I am a big supporter of and passionate about Apple (cue the laughter). I mean, I have to be if my family owns 2 iMacs, a Macbook, a Macbook Pro, 4 iPhones 3 iPads, 2 iPods and 2 Apple TVs, right?
What is it about Apple’s marketing concept that makes me buy so many products? You may think it’s a status symbol or I’m an Apple “fan boy,” but I don’t think that’s it.
I saw a video about this topic on a Ted Talk one time — if you are not familiar with TED Talks (www.TED.com) you are REALLY missing out — and it truly changed the way I look at this.
Here is the video (run time 18:04):
Aim for the center of the target.
If you don’t have time to watch the entire 18-minute video, what Simon Sinek basically describes is to picture a “bullseye” target. In the center is “WHY.” The next ring out is “HOW.” And the outer ring is “WHAT.”
Think of these rings as to what gets talked about when a business explains themselves.
Most business just tell WHAT they do in their marketing. For instance, “We build computers.”
Some businesses take it a step further and tell HOW they do it. For instance, “We build computers using state-of-the-art materials and with a high grade of quality.”
Few businesses do it correctly by telling WHY they do it. For instance, “In everything we do, we believe in thinking differently, in challenging the status quo. That’s why we focus on making products beautifully designed and user-friendly.”
Do business with believers.
Simon Sinek’s most poignant statement in his presentation was this: The goal is NOT to do business with everyone who needs what you have. The goal is to do business with the people who believe what you believe.
That is very insightful, in my opinion. It changes the way many of us think about how we grow our businesses.
So how do you determine your WHY?
Here are some real questions you can answer to get to your WHY:
- Why did I start this business?
- What impact did I hope to make as a result?
- How does what I do make a real impact on who I do it for?
- If I didn’t need to make money, why would I consider continuing solving this problem for others?
Compile your thoughts / answers to these questions into a concise statement, then run it past everyone you can (i.e. friends, co-workers, clients, referral partners, etc.) and gauge their responses. Use those to craft and finalize your ultimate WHY.
This becomes the foundation for your marketing message. Use it and you will be surprised how you begin to attract those who believe what you believe and are inspired to work with you.
Build a platform to promote your beliefs.
Of course, once you have a marketing message, you’ll need to formulate effective strategies and tactics to grow and maintain your business. That requires a good marketing plan, which is another one of my passions.
To that end, we’ve developed our free workbook, 4 Pillars to a Successful Strategic Marketing Plan. Download it today to start building the platform from which you can tell the world WHY and HOW you do WHAT you do.