Tell them WHY, not WHAT.
Don’t focus on WHAT you are trying to sell, focus on WHY you are trying to sell it. Why do you believe in it? If you share the “why we are doing this”, people will connect with it.
Here are two videos produced by my partners Charlie Moger and Jeff Sexton. The company in this video builds barns. Most advertising professionals would focus on HOW they build their product. My brilliant partners focused on WHY they build them.
Have a look.
“People don't buy what you do; they buy why you do it. But if you don't know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do. Again, the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.” – Simon Sinek, Ted X
Why do you do what you do everyday? How are you changing the lives of the people you do it for? What is your reason for being?
When trying to identify what you are about, focus on finishing the following sentence: “We believe…“ Begin here and continue working on it until it feels right to you.
We are attracted to people, places and objects that share our values, our views and our feelings. In the movie “Dead Poets Society”, Robin Williams educates young students about passion.
Advertising gives you an opportunity to tell the world about your values. Those who believe what you believe are likely to buy your product.
What do you believe?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner