November is review month for my clients. We look back on the high season of summer’s numbers and take a good look at what we got right and what we need to drop, change, or rethink.
It is also the time to build marketing plans for the future and I am writing several 2024 plans these days. What I noticed is every single one begins with WHY. Knowing why you do what you do is key to running and sustaining a business.
I just finished re-reading Simon Sinek’s “Start With Why”. I rarely re-read or rewatch anything but this book delivered again.
Simon Lays out the three golden circles. Why is the center circle, How is the next ring and What is the outside ring? I like to think of them as a cone or a reversed funnel.
Knowing WHY you do what you do is the first foundation stone to lay when you’re creating a marketing plan. It’s not about making money. That is the result. It’s about purpose, belief, and cause. In the world of today’s marketing your business needs to be nimble. Having a solid why will enable you to make quick decisions without losing focus. There is so much to running a small business it’s easy to get derailed by life’s challenges. Having a solid Why can get you back on track quickly.
HOW is about how you go about doing what you do. It is the nuts and bolts of your business. This can also be a marketing element of what sets you apart. A detailed road map of how to get to success. In marketing, the how is where data fits in. A place for measurement and goal setting to find out what worked and what didn’t.
WHAT, is the product or service you sell. This will change, maybe not tomorrow but sometime in the future, the pandemic taught us that. Having a Why will keep your business nimble and current no matter what life brings next.
Your WHAT may be in a saturated industry, but having a rock-solid WHY followed by a detailed HOW map will raise your business above the competition. So many marketing campaigns make the mistake of putting the WHAT first and that can lead you into a price war. Playing chicken with your profit margins is risky business and a race to the bottom. People can find everything online now and our lives are full of "BUY THIS NOW". Our behaviors have changed. Be aware of how we purchase? Actually, purchase?
If there are 50 What’s Its to pick from and all have the same features what is going to sway the customer to buy from you?
The cheapest price? - There are so many knockoffs and ripoffs, price hunting is like taking a leisurely stroll through the jungle with a hunk of meat tied around your neck. They will hunt you down no matter what you do.
The best features? - Anything after three and my eyes glaze over. It slices, it dices, it even bludgeons through soft cheese.
A company you know, like, and TRUST! One dedicated to service, the best quality/value, or guaranteeing the best experience.
Start with WHY and follow with a good HOW to deliver what you promised, when you promised, will bring customers back for more and create loyalty. The golden egg in the golden circle in the grand scheme of business. Where does WHAT fit in? Your website is a good place for The WHAT list of features you offer.
If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.
Nothing better than a good question to jump into.
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