Start with why - inspired advice for growing your coaching or creative business by Sarah Jensen

Are you busting your backside in your business but not making the kind of progress you’d like?

Have I got a game changer for you.

Instead of tearing your hair out trying to do ALL of the things.

Going around in circles.

Sending your energy out in 100 different directions and going nowhere fast.

Stop what you’re doing.

And start with why.

Say what?

Yep, we’re going back to the foundations of your biz and talking about your why.

And before you groan, roll your eyes and move your mouse towards the “get me out of here” button… Bear with me for a sec.


What’s Your Why?

You might already know the importance of your why as it relates to you.

Your why drives you forward.

It’s what motivates you.

It’s what you want to have and feel from the action you’re taking.

But what about your why as it relates to your dream clients?

That’s where “Start With Why” comes in…


Start With Why

“Start With Why” is a concept made famous by motivational speaker and marketing consultant, Simon Sinek.

He’s the author of the best selling book Start With Why^ and gave a powerful TED talk back in 2009 about the concept that’s been viewed almost 38 million times.

And the core message Simon shares, the message that will make a huge difference to your business, is this:

People don’t buy what you do, they buy WHY you do it.

I’ll say it again.

People don’t buy what you do, they buy why you do it.

Wow, right?

So how does this apply to your business?

Tell me if this sounds familiar…

You’re blogging prolifically, you’ve already got three free opt-ins and you’re Facebooking like Twitchy from Hoodwinked on speed but you feel like NOBODY CARES.

Here’s why:

How can anyone really connect with you or care about what you’re doing if they don’t know why you’re doing it?

I know, I know. You’ve been told to sell the features and benefits.

People want to know what your product, service or offering will do for them.

How it will help them.

But how does that make you (or your offering) any different from the thousands of others out there?

The answer is: it doesn’t.

If you want people to care, you have to give them something to care about.

You need to give them something they can relate to, believe in and be part of.


Here’s an example…

Let’s say I run a cosmetics company that sells lipstick. Here’s the pitch:

Buy our lush, luxurious and sexy red lipstick. It’ll make guys swoon and girls see green.

Are you excited? Do you want to buy it?

There are 100 other red lipsticks out there that’ll achieve the same thing. Why should you want this one?

Let’s try again, but this time with purpose.

At CosmetiCon we believe you have the divine feminie right to feel sexy, sophisticated and gorgeous. Every. Single. Day. When you wear this incredibly lush and luxurious red lipstick, guys will swoon and girls will see green.

Which offering inspires you more?

Here’s another example.

I’m Sarah and I’m a coach who will help you love your business, yourself and your life.

Sure you know what I do and what coaching will do for you – but do you care?

If it sounds like I don’t care, then you as the customer won’t either, right?

How about the alternative:

Hi! I’m Sarah and I’m a coach who helps women everywhere kick ass, love themselves, live their dreams and rock their goals.

My message is yes you can, yes you deserve it and yes you’re good enough!

I believe that whatever you want in life and in business – you can do it.

I’m all about truth, trust, transparency and creating a BS free zone full of information to inspire, support and empower you to own the shit out of who you are, to rock the boat, to tear up the box and to write your own rules.

I want to help you build a business you love (that loves you back) without going broke or burning out in the process, so if you’d like a Fairy-Biz-Mother in your corner, let’s work together.

Do you feel the difference?

The first example is so same-samey.

I’m just another coach who’s part of the noise.

You don’t necessarily connect with me or relate to me.

I don’t stand out or share my personality.

And since you’ve got no idea what’s in it for you, you’re likely to think “NEXT!!!” and go elsewhere.

But with the second example, you know WHY I’m coaching (because I believe in you and I believe you deserve to live the most freaking amazing life of your own design).

That’s compelling.

It’s something you can believe in and get on board with.

It makes you FEEL something.

And emotions create action.

Sinek says:

The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe [because those people] will take your cause and make it their own.

That means they’ll embrace your cause, share your cause, believe in your cause and it will become THEIR cause.

It will UNITE you.

And in business, that translates to raving fans who want what you’re selling (hello, people lining up overnight in the rain for concert tickets or the brand new iPhone!).

The other key thing to remember here is that the people who believe what you believe, who buy what you’re selling and who are part of your cause – your customers; they’re doing it for them, not for you.

Sure they might like you, but they’re showing up for themselves.

So whatever you do in business, remember this:

It’s not about you, it’s about them.

What they’re motivated by.

What they want to achieve.

How they want to feel.

It’s about THEIR goals and dreams.

So here’s the deal…

If you can get crystal clear about WHY you’re in business then you can share that in a way that attracts people who believe what you believe and who make your cause their own.

They’ll become raving fans who like, follow, support and share your message.

You’ll have a business that both serves and is successful.

And how cool is that?!


Watch the TED talk

Watch the video

Share Your Thoughts

Let’s get the biz party started! Share your why in the comments below.

P.S. If you’re working on your biz foundations, you might enjoy this post about how to get crystal clear on YOUR why. It includes a free funsheet you can download to become besties with your why.
Photo by the awesome team at MiGoals

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