I recently watched a a TED Talk on YouTube by Simon Sinek about why certain companies are more successful than others.
(Thanks to the LEAP Guide for introducing me to the video!)
I was so inspired by it that I wanted to share what I took away from it. I think it is wonderful advice for any business person, especially those dedicated to the wellness of others.
Focusing on Your ‘Why’
No matter the service you provide with your business, you are going to have competitors offering the same or similar product/service.
So, how do you stand out among the masses?
Sinek explains how most companies focus on their business model in the wrong direction. They emphasize their ‘what’ and ‘how’ before their ‘why.’
But if you really want to reach your audience and have an impact on them, you need to be focusing on the ‘why.’ Why do you do what you do? Why is what you do important to your target client?
(You can watch a 5-minute version of the talk here.)
This model is so important when thinking about your website and your marketing copy. Clients don’t care solely about what you can do for them; they want to know why you do it. (Are you tired of me saying ‘why’ yet?)
The services you offer (your ‘what’ and ‘how’) are just the result.
People want to know you’re invested in their interests before they work with you. You can talk all day about your different services, packages, and deals… but you need to bring that deeper purpose to the forefront in order to really resonate with your audience. This makes your services about them, and not just about what you do.
So, Sync Your Passion With Theirs
People care about what THEY believe—so you need to attract an audience that believes what you do too. Inspire first by letting them know you’re ‘why.’ You might be surprised by how much everything else falls into place.
Do you tell customers about your big ‘why’? Has it worked for you? Let me know in the comments!