Why are some companies able to achieve things that seem to defy all assumptions of what is possible? In 2009, Simon Sinek asked his audience that question during his famous TEDx Puget Sound presentation – How Great Leaders Inspire Action.
Sinek wondered why some companies achieve great success, yet others with the same resources fail. So, he set out to find the answer. What he discovered was that all great inspiring leaders and organizations think, act and communicate the same way. They start with the “why”.
To illustrate his point, he created the golden circle.
- Why – This is the core belief of the business. It’s why the business exists.
- How – This is how the business fulfills that core belief.
- What – This is what the company does to fulfill that core belief.
The concept is simple, but the execution is where most companies get it wrong. They start with the “what”. Sinek points out that most companies can easily explain what they do and “how” they do it; however, very few can explain or even know “why” they do what they do.
Just to be clear, the “why” is not to make money or a profit – that is a result. Are you wondering why the “why” is so important? According to Sinek, it’s because “people don’t buy what you do, they buy why you do it.” Simply put, “why” connects emotionally, inspires action, and creates loyalty.
Do you know the “why” for your business? If not, how do you find it and communicate it? To discover your “why” you need ask yourself a few questions such as:
- Why does your company exist?
- Why do you believe what you do?
- Why should your customers care?
Knowing and understanding your “why” will provide direction for all aspects of your business including, strategy, marketing and products or services.
Now that you know your “why”, here are two easy ways to include the “why” direct marketing.
Ask “why” people buy from you when compiling your mailing list
Building a quality mailing list requires asking a lot of questions to identify the core attributes of your best customers. However, many lists are built solely on demographic information and assumed characteristics. It is also important to understand what motivates people to buy your products, what they value most, and why they become a repeat customer.
Include the “why” in your message/copy
Focus on the emotional connection to your customers and clearly communicate the value of your product or service. Connect with customers by first expressing your “why” and then telling them what you do and how you do it. In other words, tell your story before you sell your product.
Raving fans are the lifeblood of any business. Attracting customers who share your vision and beliefs is the key to creating them. Are you ready to create to start with the “why” in your direct marketing? AMG can help! Contact us to learn how a partnership with AMG can benefit you.