Have you ever wondered why you do what you do?
SCORE consults with hundreds of business owners every year in Southern Arizona. Our clients ask countless questions on how to do something, or what to do next. Rarely do they ask themselves βwhyβ. Sometimes that is the most important question.
Simon Sinekβs TED Talk video on the subject contains some great observations.
In general, we describe what we do and how we do it. This is how all of our marketing messages are constructed. We tell potential clients what we do and why they should buy from us. For example, SCOREβs marketing message might look like:
βSCORE offers free mentoring services to any business owner. Would you like to schedule an appointmentβ?
Very few of us can describe WHY we do what we do. What is your cause, your purpose or your belief? Why does your organization exist? According to Sinek, if you can describe your βwhy,β you will attract others who share your passion.
Sinek recommends starting the marketing message with your βwhyβ, and then describing how and what you do. By doing this, you communicate in a way that motivates people to take action.
According to Sinek, people donβt buy what you do, they buy why you do it. The goal is not to do business with people who need what you have. The goal is to do business with people who believe what you believe.
If we took Sinekβs advice, SCOREβs new marketing message might be:
βSCOREβs entire existence is to help businesses expand and create new jobs. Sometimes business owners need help to grow. SCORE offers free mentoring to any business owner. Would you like to schedule an appointmentβ?
Take some time and explore your βwhyβ as it might give you clear direction on how and what to do next.
