When you speak from the heart, amazing things happen. You light a fire inside the belly of your ideal audience and the laws of attraction start to work their magic.
If you want to deliver a talk that inspires folks to reach beyond themselves and to trust you as the source who can help them exceed expectations. Invest an important 18 minutes to learn from Simon Sinek’s famous 2014 Ted Talk. The bestselling author and keynote speaker explains why it’s so important to “Start With Why.”
A Lesson from Apple: How to Spark Inspired Action with your “Why”
According to Simon Sinek, the fundamental difference between the “Apples” of the world and everyone else is that they start with “why.” He suggests that we stop focusing on HOW things get done, but rather the value of how our client will FEEL when they experience our products or services.
“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.”
For example, rather than focus on the features of its machines, Apple prides itself on challenging the status quo, of thinking differently. Hence why Apple evolved as the go-to brand for tech innovation in phones, tablets, and so many other devices.
Simon Sinek’s “Start With Why” philosophy isn’t just about monster corporations. Smart entrepreneurs and executives can apply his wisdom to crafting compelling messaging that moves clients to next best steps. As I prepare to teach yet another group of aspiring public speakers, it’s important to step back and reflect on this fundamental motivation. It’s the secret sauce.
3 Key Takeaways for Presenters:
1. Use “Why” to Think About Your Own Business
There’s a room full of people waiting to know not just the core of your business, but also how it aligns with your “why.” As Sinek noted, nurturing loyal customers is all about attracting folks who share your fundamental beliefs.
Remember: People don’t buy what you do. They buy why you do it.
2. Incorporate “Why” into Your Keynote Speech and Marketing Copy
Leading with your “why” best explains the underlying value of what you’re promoting. It sparks the audience’s intrigue so you simply have to close the deal with the details (how and what).
3. Revisit Your Ideal Client Avatar
Remember, people don’t buy what you do. They buy why you do it. So let’s build our storytelling around our audience in terms of what makes them tick, of who they are. Are your core values aligned? Why should they trust your recommended next best steps? What will you share with them personally and professionally over a lifetime? Get beyond the stodgy demographics and find some common ground so you will have fun while you tackle challenges together.
If you’re in the personal service industry and relate 1:1 with individuals, think about them in the context of their world, their families, hobbies, fears, and values. Why do they buy from you versus competitors? Are you the reachable, customer-friendly partner in an industry full of bureaucratic large companies? Do you share a love of golf, of certain charities? Do you empower women to gain financial independence and a solid backbone so they are not left in shock one day when the world shifts beyond their expectations? Are you making the world a better place, and your customers love you because they share strong believe in your cause?
Whatever the reasons, fine-tune your buyer personas or avatars to align with your “why” and build a team of loyal advocates. Go ahead, ask them to join you on your mission.
When folks believe in your “why,” they’ll blossom from simply prospects or customers into your best evangelists.
I challenge you to spend some time this week thinking clearly about your WHY and how it inspires all that you do.
Tell us below…what is your number one area where you’d like to FOCUS and make huge progress in the next 90 days?
Pat