Reach customers with benefits
Do you want to reach customers in a more effective way, to help them understand why they need what you do? To help them see how your products and services fit their needs? To help you talk in customer-centric, benefits-focused terms?
Here’s a powerful device to reach customers: Start With Why.
Why do we need “why?”
It may seem simple to talk about products and services in a way that connects with customers. But most companies so it incorrectly.
Most of us naturally start talking about what the product or service is and how it works. We love to talk about features (what it is) and technology (how it works)! We may not realize that while those are important points to cover, it’s not how humans make buying decisions. We decide using a deeper portion of our brains, one that is powered not by words, but by feelings. This is why sometimes we make decisions that defy logic, or why we spend weeks agonizing over a decision despite the fact that we already have every bit of information we need.
How do we come up with marketing messaging that speaks to the feelings-powered portion of the brain, a portion that doesn’t use language?
Watch the video, Start With Why. Simon Sinek does the best job I have seen of explaining not just what kind of communication works, but why it works.
Most of us talk about what we’re offering; how it works; and finally, maybe, why we make it and why you would want it. Powerful marketing flips that around and talks first about why. Solution marketing is the example best known in the business world — it talks first about the customer’s problem.
“People don’t buy what you do; they buy why you do it.”
In a hurry? There’s an edited, five-minute version. I suggest that my clients watch the full version and then watch the short one to lock the ideas in. Here are links to both versions.
- Start With Why: 18-minute TED talk
- Start With Why: 5-minute edit
Here’s another one, nicely produced, with videos that illustrate the examples and more elaboration from Sinek. In particular, listen at the 4:50 mark as Sinek uses Martin Luther King and others to explain how “we believe” is how you connect to the why. Your values — your beliefs — are what moves you and moves your customers into relationship with you.
“The clearer you are about what you believe, the more disciplined you are in how you do things and the more consistent you are in what you do, everything you say and do becomes a symbol for your values and beliefs.”