Start With Why

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 and getting nowhere fast, stop what you’re doing and start with why.

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:

• It’s what got you started.
• It drives you forward & motivates you.
• And it’s what you want to have or experience from the action you’re taking or the biz you’re building (think financial freedom, location independence, more time with your family, being your own boss, or whatever it is that drives YOU).

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 all the way back in 2009 about the concept that’s been viewed almost 50 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.

Simon Sinek

I’ll say it again.

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

So how does this apply to your business?

Your Business Why

Tell me if this sounds familiar.

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

Here’s why:

How can anyone really connect with, 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 and how it will help them. But how does that make you (or your offering) any different from the millions of others out there? How does it help you stand out?

The answer is: it doesn’t.

Image credit: Valentina Conde on Unsplash

Give Them Something To Care About

If you want people to care, you have to give them something to care about – something they can relate to, believe in or be part of.

Here’s an example. Let’s pretend I run a cosmetics company that sells amazing lipsticks. Here’s the pitch:

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

Are you excited? Do you want to buy it?

Well maybe. It sounds good, but there are thousands of other lipsticks out there that’ll achieve the same thing. Why should you want, nay NEED, this one?

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

At CosmetiCon we believe you have the divine feminine right to feel sexy, sophisticated and gorgeous. Every. Single. Day. When you wear our incredibly lush and luxurious lipstick, guys’ll swoon and girls’ll see green (or in this case, sweet peony pink!).

Which offering inspires you more?

Photo credit: AndriyKo Podilnyk on Unsplash

Here’s Another Example

I’m Sarah and I’m a life & business coach who will help you succeed.

Sure, you know what I do and what you I can help you with – but do you care?

Heck, I don’t care, and it’s a description of my business! And here’s the thing – if it sounds like I don’t care, then you (as my potential dream client) won’t either. Am I right?

Now let’s check the flip side with a description of my biz that’s infused with a whole lotta love + care.

Hi! I’m Sarah Jensen. Heart Healer, Goals Guru, Journaling Queen and Life & Biz Coach. I believe in kindness, community and kicking ass together, and it’s my mission to help heart-led humans just like you see how incredible they are so they can live their dreams and rock their goals.

Do you feel the difference?

The first example is so same-samey. It paints me as just another coach who’s part of the noise. You probably don’t connect with me and I don’t stand out or share my personality. Plus, since that first example offers you no real idea what’s in it for you, you’re left feeling underwhelmed and ready to go elsewhere.

But with the second example, you know WHY I’m coaching – i.e. because I want you to know and believe with every fibre of your being that you’re incredible (because you are) so you can live the life that YOU want and feel fulfilled.

That’s compelling.

It’s something you can believe in and get on board with. It makes you FEEL something. And emotion creates action.

Simon Says

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.

Simon Sinek

That means they’ll embrace your cause, believe in your cause, share 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!).

It’s Not About You

The other thing to remember is that the people who believe what you believe, who buy what you’re selling and who are part of your cause (aka your customers & dream clients) – sure they might like you, but they’re doing it for themselves, not for you.

So whatever you do in business, remember this:

It’s not about you, it’s about them.

It’s about how they want to feel and what they want to achieve. 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 like, follow, buy from you and become raving fans who shout your message from the rooftops to more amazing people just like them.

And what that means for you is that you’ll have a business that both serves and is successful.

Talk about living the dream!

Watch The TED Talk

Or watch the full version (at around 18 minutes long) here.

P.S. Ready to uplevel your biz? You might enjoy exploring these journaling prompts.