Today I'm going to talk about something that will help you grow your business more quickly and - perhaps more importantly - make it easier for you to get up each morning and go to work.
I'd really like you to do the exercise at the bottom of this article - and put the results in your newsletter.
Here's the thing:
People don't buy what you do, they buy why you do it.
This isn't my idea. It belongs to Simon Sinek. You can see him talk about it in his presentation at a TED conference. I urge you to watch the video below (click on the image to go to Youtube to watch it).
Here's the thing.
Lots of people sell insurance.
Lots of people sell real estate.
Lots of people sell whatever it is you sell.
And...there are lots of people who need what you have to offer.
BUT...to stand out from the crowd and to become the go-to person in your town, you need to do more than match a commodity to people who are looking for a commodity.
As Sinek says: 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.
That's because our brains are wired to respond to emotions, not logic.
Your passionate "whys" will slice straight through to the limbic brain, bypassing the rational mind.
And that's a good thing, because it destroys the competition.
So, you might have some logical ideas about why people should buy real estate, insurance or whatever from you.
But what their brains really respond to are the emotional "whys" behind what you do.
With that in mind, here are my "whys" - the reasons why I make newsletters.
When you've read them, I want you to think about what your "whys" are - and them write them down and put them in your next newsletter.
By reading our materials and buying our products, I want the following to happen for my clients...
- I want to help my clients to become famous in their markets so that when people think of real estate, insurance or whatever it is they do, they think of my client.
- I want to help my clients build life-long, satisfying relationships with people who know them, like them and trust them.
- I want my clients to experience what it is like to have people coming to them for business, rather than them having to go out and hunt down business.
- I want my clients to get pleasure marketing their businesses by sharing their knowledge and experience with others.
- I want my clients to be secure, knowing that they have a list of people who will want to do business with them.
- I want my clients to love their work because they will be in a business with long-term, satisfying relationships.
These are the things I want for my clients.
This is why I do what I do.
Write them down. Send them to me, if you like.
And then put them in your next newsletter.
I promise you will feel better about what you do and your customers will love you for it.