Always Start With The ‘Why’

Written on 16 November, 2015 by Charlotte MacInnes
Categories Marketing

We all want to portray the best versions of our business and brands online and this is done with one goal in mind: to convert. However, in order to achieve this, it has to start somewhere, it has to start with why?

Let’s be honest, people don’t buy what you do, they buy why you do it.

It sounds simple, but most companies start marketing their products and work backwards. They usually start with the ‘what’ and then move into the ‘how’. While these factors are important, the driving factor behind your product and brand (the why) is what is going to help you form a compelling connection with your audience.

The fundamental difference between Apple’s products and those from competitors is that they always start with the why. They have mastered the art of this over the years by focusing on the why at the core of their business, it’s their whole driving force. They appeal to the user to ensure the customer really does need what they are selling.

So, here are just a few key takeaways from this and how you can adjust your business (thanks to Simon Sinek for this brilliant concept).

Understand your meaning beyond the dollar signs

What is your ‘why’ and how can what you’re offering fulfil the needs of your customers? Finding the meaning behind your business or product beyond financial profit sounds a little fluffy, but it really is crucial. Are your products and services in line with the purpose of your brand? If you can stick to your branding whilst fulfilling a need, and if it resonates with the customer on a deeper level, it will accomplish so much more than simply boosting your conversions.

Wouldn’t you want to know how your business started in the first place and why you are here today? It’s important to be authentic – it connects everyone to your brand and is what will make it a success.


Convey your purpose through design and copy

Everything we read has a purpose, but that purpose is not always clear to the user. Look at the next email, blog, or landing page you are creating and always, always start with the ‘why’ and determine the underlying value of the design or text. Images and content can be extremely powerful to the customer if you convey the correct message. From your strong call to actions powered by the business’s core values, to the use of an emotive story that pulls at the heart strings, you can reel those customers in if you start with the ‘why’.

Connect all marketing channels

Landing pages are just a touch point for the customer to potentially convert with your business. To create a highly successful marketing campaign, you need to ensure that all channels are in line with one another. This includes the website, landing pages, advertising, blogs, social presence, email and even event strategies. You want to stand out in the business world and you certainly don’t want mixed messages. Start with the ‘why’ message and stick to it across the board.

Evaluate your buyers’ personas

I will say it again, people don’t buy what you do, they buy why you do it. Therefore, think about your buyers’ personas. Are they the kind of people that would share your core values? What is it that drives your buyers to purchase and remain a longstanding customer with your business? You don’t have to know the answers to all of these, just add a little more context to understand who they are. Don’t always assume their characteristics either.

Perhaps you are a small business with a heap of competitors and that’s not a bad thing as your customers may be extremely loyal and like to support the little guy. Maybe you are making the world a better place as customers understand your cause. Either way, whatever the reason, match your buyers’ personas with the ‘why’ of the business. Create a marketing experience that inspires people to continue to support and engage with you and your brand.

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