Marketing a product/service is the process of getting people attracted to it and selling it to them. It involves many procedures to let prospects understand the value of the said product/service and how to get it. Most businesses try to market their products by communicating what their product does. However, according to Author Simon Sinek, the golden circle of marketing should involve 'what' at the outer level, 'how' at the inner level, and 'why' at the core level. The emphasis must be on starting with 'why' before anything else. Let us explore the benefits of starting with Why.
The Power of Why
Most marketers neglect the answer to the question 'why' about their business. Many people often connect with the purpose of a product or service over anything else. It is this deep connection that leads prospects to show interest. When their purpose matches the company's, they relate to it and ultimately form a loyal customer base. Every business must identify the reason for 'why.' And this must be beyond income or profit making. Unfortunately, many companies do not define themselves with a 'why.' However, if that purpose is identified and articulated, it brings an emotional connection with people who have similar values.
For example, suppose you have a business of handloom clothing called Fashion Stories. Currently, your selling point is something like this-
"We make fashionable, durable, and comfortable handloom clothing. Want to own one? Check out our website."
Here you explain what you are selling and how you are selling it. But the purpose needs to be clarified. Now check this out:
"At Fashion Stories, we support the immensely talented handloom artisans from the rural areas of our country. We make fashionable, durable, and comfortable handloom clothing for you. Want to own one? Check out our website."
Do you see the difference in selling? Wouldn't starting with Why captivate the audience more? It will! You can attract more customers by driving home your establishment's core beliefs and values.
Not just with customers, the "Why" should also be communicated with the employees within the organization. This gives them motivation, a sense of purpose, and a common goal to achieve. Many employees are often not keen on making a profit for a business owned by someone else. However, aligning them with the company's purpose or mission drives them to do better. Of course, the answer to "why" for them could also mean other things, such as perks, incentives, and growth.
Whatever your business is, Marketing is not easy today when stiff competition exists. To make your business extraordinary, you can start marketing it by explaining to your audience why you are doing it. Starting with Why is a marketing strategy and foundation that can help strengthen your business internally. Moreover, finding a positive reason to do what you do positively impacts the world around you.