Most businesses will tell you that the reason that they’re successful is because they have a superior quality of products, features, price, and service.
But they’re wrong… The actual reason why they’re successful is usually because they’ve communicated and connected to their “why” rather than focusing on the “what”.
Reconnecting to your “why” will make all other choices simple. If you’re unsure how to do that, tune in to this episode for some guidance!
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You’re listening to marketing chaos episode number 99. Well, hello, my friends. And welcome back to the show. I am recovering from the VID. I feel like it’s rite of passage, uh, at this point. And I’m glad it is, is not as severe as it was at the beginning. I’m pretty sure I’ve had it twice, but I, the first time was before anyone knew what it was and this last time was way, way, way, way, way more mild. And yeah, it’s a weird one, but I’m feeling much better. And I’m glad the at, I got a bit ahead on my podcast recordings, which is a little side tip for those of you recording podcasts or doing visibility content of any kind Facebook lives, Instagram lives, uh, YouTube, whatever. It’s like, if you can get a little bit ahead, then when things happen, which life happens or right, then you actually don’t miss a beat and no one even notices that you’re out for a week with COVID.
So if I sound a little off, that is why, but I’m feeling almost a hundred percent today. I’m even gonna go to Pilates later and a stretch out because I really need it. I didn’t leave the house for a week. Um, and yeah, so we are talking today about what you do and why you do it. And there’s a quote from Simon Sinek and he has written an amazing book called start with why and check it out. It’s absolutely brilliant. I did a whole training on this inside our members ship, but the quote is people don’t buy what you do. They buy why you do it. And I think a lot of us, of course, we focus on what we wanna sell, what we wanna offer. What’s our product, what’s our service. What’s our thing. You know, and the cool thing that Simon, uh, cynic offers in this book is that people don’t buy what you do.
And no matter what it is that you offer, likely very likely there’s someone else offering that thing in their own way. And there’s scarcely anything that you can’t buy from multiple people in the, a market. And if you are truly the first one to market on something, you’ll lose that advantage. Soon after it’s like someone else will come along with something similar, I’m sure a lot of you have had really great ideas or inventions, and then someone else came out with it. You’re like, darn. And that’s just, that’s the nature of, of commerce really. And most businesses will tell you that the reason that they’re successful is because they have a superior quality of features, price, service, but they’re wrong. And the reason they’re wrong is because the actual reason why they’re successful is, is usually because they’ve actually communicated and connected to their why not their what?
And here’s the thing with your, why we all have one. You already have a, you may not know what it is and you may have not connected it yet to what, what you do. And that’s really important to do so that your audience, your customers can connect with you and can get behind what it is that you’re doing, but you already have one. So here’s a framework that we’re gonna look at today for you to cover what your, why is and start using it in everything, using it on your website, using it in your marketing, using it. When you talk to people and here’s a framework, it starts with two T O so two, and then fill in the blank. And the fill in the blank is the contribution that you may ache in the lives of others. So to what, um, and then the second part is, so that, and then another blank, and the second blank is the impact of that contribution.
So here’s Simon Cenex, Y statement to inspire people, to do the things that inspire them so that together we can change our world. And that’s his why? So his why is to inspire people, to do the things that inspire them so that together we can change our world. And when I looked at mine, it’s sort of similar and it is to empower wellness experts, to have total choice in their business so that they can change more lives and the world. And when I look at that is my, why is to empower wellness experts to have total choice, especially in today’s era up where a lot of our choice was taken away in the last two years with who, how we can connect and heal and what services and products we get to offer, unfortunately, um, with a global pandemic and everything that’s happened. And, um, but besides that, it’s like I grew up with very, um, interesting parents who were not very mainstream and learned a lot about alternative medicine, got a master’s degree in acupuncture and Chinese medicine and studied psychology and, uh, energy healing.
And it pretty much a woo woo out there. Thing. Many of you are seekers like me and you know what I’m talking about, but it was always about what else is possible. You know, and maybe this mainstream thing works for some people, but what else is possible and finding more choice for healing, more choices for wellness and to, so bringing us around to what I do now, which is to empower other well wellness experts to have total choice in their business. One of the ways I do that is by helping them grow online and helping them create recurring revenue, but that those are what’s in hows. My why doesn’t change. So I, I will, I’ve had this why in various forms, uh, around empowerment and, and chore and looking at what else is possible to change lives and bodies and, and wellness, uh, forever. And, and actually, I would say at least since my teens, maybe not forever, uh, and it just has shown up, you know, in more recent years, in a way in the how and the what.
So you already have a why, and that’s the good news. And if you aren’t clear on that, here’s an exercise that you can do with a friend and you wanna call up a friend that knows you really well and ask them, well, let them know that what you’re doing. So they don’t look at you cross eye and just ask them why they’re friends with you. So just say, Hey, why are you friends with me? And they’ll probably give you some more generic things at first, but keep asking them, what is it about me that made you choose to be friends with me? Because the generic things you care about me, you’re here for me, all of that. It’s like, okay. Yeah. And why me? So keep pro probing past the initial generic answers that they may give you to find out more about the specific way that you are with them in their life.
And what you’re looking for is the unique contribution that you are to them in their words. And that’s gonna give you a clue as to how you’re already living your why, but you’re not maybe realizing it. So now looking at how this shows up in your business and with marketing, there are tactics, okay, this is marketing chaos. We will talk about tactics manipulation. Uh, a lot of marketing and sales is, uh, about creating, you know, scarcity and urgency and using aspirations. Like, you know, let’s join a gym, quit smoking, like kind of getting rara and rallying people up or using inspirations, like getting, you can get someone to buy a gym membership with an aspirational message, but to get them to go every day or three times a week requires inspiration, right? So there’s aspirational messages, inspirational messages, there’s social pressure. You know, everyone’s doing it.
Um, there’s always different tactics and manipulations in, in sales and marketing, but this is all about transactions. So sales tactics lead to transactions, but they don’t create brand loyalty. They don’t create followers like true fall. And the thing with, uh, discovering your why, if you follow your, why people will follow you because you are connected to that. Why? So every single company organization on the planet knows what they do. And no matter how big a company or how small, maybe you’re a one woman, one man show, you know what you do, right? But not everyone is able to describe why they do it, or even knows why they do it. Some people, some companies know how they do what they do, and they might call that a proprietary process or a unique system. But they would describe that as the, how they do the, how is given to explain how something is better or different.
It’s not as obvious as the, what many think that these are the differentiating or motivating factors when people are choosing them versus a competitor. But that is not the case. The big missing piece is why very few people are able to clearly articulate why they’re doing what they’re doing and making money is not a why that is a byproduct. It’s a result of you being connected to your why and being effective at, at selling what and knowing how and all of the other things, then you make money, but that’s a byproduct. So why does your company exist? Why are you doing what you’re doing? And if you felt lost or not clear or waffling in what you’re selling or how to sell it, or you’re finding that the sales aren’t really flowing in the way they could be come to this question and revisit it at a deeper level.
And let’s have a look at why, why great companies start with why? And let me give you an example of apple, because they’re really a clear a company that’s really clearly connected to their why. So here’s how apple would describe their, why, probably everything we do. We believe in challenging the status quo, even thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple and EAs, easy to use user friendly, and we happen to make great computers. So what their, why is, is about challenging the status quo doing and thinking differently. And if you were around, gosh, I don’t know if it was in the nineties where there was the big campaign, like Mac versus PC and it, but it was like the Mac person was the cool hipster kind of geek guy. And E C person was like a total, uh, straight edge, um, geek.
That was very uncool. So it was kind of like, do which one do you wanna be? You know, which person do you wanna become was their message. And still is. And it’s always been about challenging the status quo, being different, going on the, on the cutting edge, on the creative edge of things. So they’re connected to their why, you know, when they sold the, the very first, um, what were they called? The I iPod, like the little tiny iPods, um, before it became an pod before it became a, a iPhone, uh, it was just an MP3 player, right? Well, there were other MP3 players out there and they were probably better products and they probably store stored more songs. But this message apple went out with was a thousand songs in your pocket. That’s the why? So it’s like, you have a thousand songs in your pocket. You’re like ready to go. They didn’t sell a hundred gigs of space and all the, you know, technical stuff, cuz people are like, oh, I don’t know what does that mean? But a thousand songs in my pocket, that’s cool. I get that.
So we have why we have how and we have what a, why is just a belief? That’s all it is. Hows are the actions you take to realize that belief and what are the results of those actions. So everything you say and do your products, your services, your marketing, your PR, your culture, your team, and all of those things must be consistent. Why, how and what the difference is that if you start with, why, why is that the core that will inform everything else? And for everything that you’re gonna decide from now on is gonna be very simple because you simply need to ask, does it match my why? And every choice or decision that you need to make becomes simple. What class do I offer? Should I make a V a video or do a podcast? Should I write a blog? Which article should I write?
All of the whats get very clear when you come from your why? So when I look at empowering wellness experts to have total choice in their business, so they can go change the world. It’s like, okay. So is this product, is this service, is this membership that I offer going to empower them to have more choice in their business? If it’s a yes, it’s a yes. If it’s a no, no matter how bright and shiny, no matter how cool the product or service, it’s a, no, it doesn’t match my why. So what is your, or why? Again, we have a simple framework. It’s two and then fill in the blank. So that fill in the blank.
There was a really great example that he gives in the book about a stone Mason. And there’s one way of describing what the stone Mason and building a cathedral is doing, uh, that doesn’t start with why. And then the way that does start with why, and I just love this description. So stone Mason, one says I’ve been building this wall for as long as I can remember. The work is monotonous. I work in the scorching hot sun all day long. The stones are heavy and lifting them day after day can be backbreaking. I’m not even sure if this project will be completed in my lifetime, but it’s a job and it pays the bills. So that’s number one, stone. Mason, two starts with why I love my job. I’m building a CEE. Sure. I’ve been working on this wall for as long as I can remember.
And yes, the work is sometimes monotonous. I work in this scorching hot sun all day long. The stones are heavy and lifting them day after day can be backbreaking. I’m not even sure if this project will be completed in my lifetime, but I’m building a cathedral. It’s like, it changes everything. I just love that example. So that is literally how building your online business can be. It can be monotonous like working out in this scorching hot sun, doing backbreaking work every single day, day in and day out. But if you’re connected to your why it’s worth it, it’s all worth it. And not only will it be worth it for you and you need that. You need that on the days that you get COVID and you don’t feel like recording a podcast, you on those days that you have to stay up late, writing an email or designing your course or connecting to people in Facebook groups that you don’t know, and it’s uncomfortable and it’s awkward or showing up on camera.
When you feel like your hair is bad, or you don’t, you know, you have dark circles on your eyes. You just don’t feel like it. Like it’s you need that. You need that. Why to get you through the rough times, the uncomfortable times, the days you don’t feel like doing it, but also people need you to be connected to your why in order to buy from you. So for if, if for no other reason, if you are like, what is it gonna take for me to have more income, more revenue, more sales connect to your, why start with your, why get really up close and comfortable with your why and, and be true to you on what that is. It doesn’t have to be some big aspirational thing that other people would look at and go, oh my gosh. That’s like, you know, it just needs to connect to, you need to connect to it.
You know, Martin Luther, he had a dream, right? His, his big famous speech was not, I have a plan. It was, I have a dream. If you have your dream and you communicate your dream, everything else is just icing on the cake. If you don’t have that dream, if you don’t have that, why get the bulk start with why by Simon Sinek and really do the work to discover what that is. You do have one, whether you know it or not, but getting re reconnected, reacquainted with your why, and starting to communicate that in everything that you do will allow people to connect to you to follow you. So hopefully this gives you some clarity on the difference between focusing on what to sell and why you’re doing what you’re doing, and hopefully reconnecting to your, why reinspire you and help you through any of those rough patches that you come across. Thanks for listening. I’ll talk to you next time.