Say why? Selling the ‘why’ is more important than the ‘what’
Antony Smith, Bee Digital
People are in a strange and new mental space right now which is why they're happy to hear about brands who can help them and to get a feel for what they believe in. But if you’re expecting wholesale, systematic changes from your customer - think again. This only happens if a product or service is a) totally free and b) easy to understand.
Ultimately, we, as consumers, all ask ourselves two questions whenever we’re thinking about buying something: "why will this product make my life easier?” and “why will this product make me feel better about myself?" This even applies to necessities, like food and clothing. We’ve all mulled over the idea of dining at a Michelin-star restaurant or wearing haute couture.
The key to answering these questions for your customer is to inspire them by selling the 'why' instead of the ‘what’. This helps you to forge a stronger and successful connection with your customers to convert them into loyal brand promoters - and increase your profits. The ‘why’ is important because it changes your customers’ inner monologue to: “OK, these people get me. This is a good place to start".
Here’s some inspiration...
6 Inspirational ideas...
- Rethink your mission and vision statements → Does your mission statement make it clear who you are, what you do and why you do what you do? Think about your vision statement too. Your mission statement maps out the journey in your vision statement. Does it describe how you want to impact people’s lives with your services and where you aspire to be in the world? It shows you’re thinking about the bigger picture - not just the present. These statements will form that connection with your customer and, if they can see that you follow your core values, they are more likely to share your beliefs and stay true to your brand.
- Stop overselling your product → If you go in with the hard sell or the ‘what’ then you’re overselling and risk alienating your target audience. A soft sell is far more effective by positioning the ‘why’ at the core of your message. How will it solve their problems? Create a story and give what you’re selling a personalised context.
- Finding that one relevant reason → Why should they buy from you and not your competitors? What makes you so special? Stand out from the crowd with an inspiring idea at the heart of your message. What have other companies overlooked by choosing the hard sell approach? Consider how your services promote social responsibilities and wellbeing for your customer. Your belief will attract like-minded people to buy your product and advocate your brand too.
- Identify your customers’ needs and challenges → What is a big challenge for your customer right now? Are you in touch with your customers’ needs? Have you thought about social listening? As well as setting Google alerts and checking the latest news, you can search social media sites (what are your followers, competitors' followers and influencers saying?), forums, community groups and blogs to find out what the conversation is. Use this as research for your campaign message. You can run your own survey which shows your customers that you want to hear their thoughts too.
- Make it about THEM and not YOU → Why can YOU help? Why can YOU benefit your customers’ lives? Your content and campaign messaging must revolve around your customer. Why would they want to hear all about you? Your customers need to be the main character - not the supporting best friend role. To do this - highlight their problems and prove you understand and exist to help them.
- Provide valuable content - for FREE! → Educate your customers without asking for anything in return. How? With content-rich Blogs! These are great ways to generate organic traffic to your site. Think about specific types of content to engage your audience with topics that relate to current situations, feedback from surveys and ideas from social listening. You can then create relevant and informative blog posts in the style of thought pieces, tips, advice, facts, studies from experts, etc. If you don’t have the time or manpower - outsourcing from leading consultancies in the sector, media partners and freelance writers. Why? Because when your audience needs your product or service, whose content are they likely to remember and want to buy from and become a customer as a result? That’s right - yours.
Top Q’s you need to ask yourself...
Here’s something for your inner monologue. Think about these questions when you’re drafting your next piece of content. Whether it’s a lead magnet, blog post, email, PPC campaign or social media post - get into your customers’ mindset from the get-go and echo your vision statement...
- Who are your target customers - demographics, personalities, behaviours and lifestyles?
- What are your customers’ values and interests?
- How does your company's values reflect your customers’ values?
- What needs, problems and frustrations do your target customers have?
- What are your customers doing while they're using your product or service?
- What is your customers’ primary goal in using your product or service?
- How does your service or product help your target audience?
Remember the mantra: sell the ‘why’ instead of the ‘what’. People don’t care about your product the way you do. It’s harsh but 100% true. They care why it will make their life easier and make them feel better - not what the features are. They don’t need to be told they’re failing and doing something wrong with a heavy sales pitch. Write inspirational content from your customers’ perspective - not yours.
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