Usually, when we market ourselves or others we start with WHAT. What are we marketing? Then we explain HOW we do it better than the others. This type of marketing is manipulative and what it does is causes transactions to take place, but it loses loyalty. I should know because I’ve been marketing my services this way since I began. I have been doing this wrong for 7 years and thank God I believe in change because as of today, March 6, 2017, I’m going to do everything I can to move forward with “WHY” being the center of everything I do.
This inspiration has come from a book I am reading called, “Start With Why” by Simon Sinek. It is brilliant, in my opinion, and I highly recommend it to anyone and everyone. In it, one of the things he explains is that Apple is successful because they have always known their “WHY” and everything they do is representative of that.
When you think about it, everything we do is done by someone else and in time they may even do it better as with Apple. Apple costs a lot more than PC and it doesn’t have as many bells and whistles as PC, but there are diehard Apple lovers who would NEVER be caught dead with a PC.
“People don’t buy WHAT you do, they buy WHY you do it.” Simon Sinek
Apple’s why has carried them through and it is in every advertising message they put out. Example, “1000 songs in your pocket.” That was the way they promoted their iPod. They didn’t try to explain the details. You knew it was innovative and cutting edge and it was made with the empowerment of the individual in mind. That’s how ALL their products are made. Empower the individual AND be cutting edge. That’s their why. So the consumers are buying the WHY, not the WHAT.
When we know our WHY and it is clear then everything flows from that. My WHY has always been to be in this business and treat my clients’ marketing as if they were picking the post, designing the visual or creating the video. Everything starts with WWTD (What Would They Do). So if you read back through my blogs you will see that my WHY was getting fuzzy and I was feeling threatened by companies that are bigger than me. That was a waste of energy. They cater to a whole different audience than I do. I will stick with my WHY and attract the right clients and continue to work hard to promote them in a way that is in alignment with their values and mission. It doesn’t work out with everyone, but I always learn from everyone and everyday I grow better and better. Thanks to Simon I’m going to have a stellar 2017 and so are my clients. I hope you do as well! 🙂