At Modus Accountants we’re all about helping support your business. Whether that be through; providing you with accountancy support, or through business advice that helps improve and energise your operations.
This week we would like to draw your attention towards marketing messaging and the importance of focusing on why you do what you do (starting with why), and why finding clients who believe in why you do what you do is of great importance.
This concept was created by Simon Sinek is a British-American author and inspirational speaker. He even published a book all about it, titled “Start with Why”.
Essentially what Simon wrote about is:
If you focus on telling clients and potential clients why you do something (Not to create a profit – that is always a result) and not just the physical goods or services you provide (what you do), it’s easier to create an emotional connection and get people to believe in what you are trying to achieve.
By believing in why you do something your clients are more likely to be loyal and less likely to switch to a competitor. Therefore they are more likely to tell others about what you can offer them and why they should join you.
An example Simon likes to use is the company Apple. Below you can clearly see the difference in approach and why connecting with you on an emotional level could give your products or services a real push, assisting in starting stronger relationships with your clients.
Traditional Marketing (Apple)
- What – We make great computers.
- How – They are beautifully designed, simple to use and user friendly.
- Why – Wanna buy one?
Non-Traditional – Why Marketing (Apple)
- Why – Everything we do we believe in challenging the status quo. We believe in thinking differently.
- How – The way we challenge the status quo is by making our products are beautifully designed, simple to use and user friendly.
- What – We just happen to make great computers. Wanna buy one?
Note: Using messaging like this really does help with engaging potential and exiting clients and creating loyal customers and raving fans. However optimising Google ads using this method could prove tricky, as ad copy and landing page text should be optimised for keyword search to ensure a favourable Google Ads Score and CPC.
If you want to hear more about the importance of starting with why, check out a video of Simon during a Ted-X talk here. It might be an old video but it’s still very relevant today.