Every piece of marketing and brand strategy you produce as an entrepreneur will stem from how you answer a one-word question: Why?
Simon Sinek in his TED Talk said this popularized idea that “people don’t buy what you do; they buy why you do it.” Your company’s why is your purpose.
Defining your why can be difficult, but failing to do it often turns out to be a fatal mistake. The Science behind it is, our brain’s limbic system which is responsible for all the feelings you possess has no capacity for language. Your why goes right in here. On the contrary, the neocortex portion of the brain is responsible for facts and figures. This lump of gray matter is the part of us that asks the limbic brain the incredibly important question “Should I Care?” The most common reply we receive is no.
If your marketing doesn’t explain why you’re doing it, the customers limbic brain will never understand. When his or her neocortex asks the limbic brain if it cares, and if it hears nothing, it moves on. Being a why stands out in an ocean of whats. The best way to write a tagline or the whyology statement is, to begin with, the phrase “I Believe” or “We Believe”. It should be short-a few words, maybe five max.
What do you plan to sell or do? What will your start-up do differently than others? And most important, why do you do what you do?
Here’s a quick example of what the author tried to say here:
A company asked one group of people to sign up for alerts, and in exchange, they gave them 50% off their purchase. Then they asked another group to sign up for alerts using the marketing copy: “We believe people matter. Every product you buy supports a charity in need.”
The second message got an exponentially higher response than the first.