'What's Your Story'
Getting Clear on 'Why' You're in Business & How to Connect with Your Customers
It’s been proven that customers don’t buy the ‘what’ (your products), they buy the ‘why’ (you and what you believe in). Yes there are instances where we do buy things even if we don’t like the business or product but would you be inclined to recommend their services if you don’t like them no!
Simon Sinek author of ‘Start With The Why’ codified the human brain and called it the ‘Golden Circle’. He discovered that all great leaders and business’s start with the ‘why’. He says that your goal is to business with people who believe in what you believe in. Read below for an explanation as to ‘why’ people want to buy you!
‘Starting at the top, our “newest” (evolutionary) brain, our Homo-Sapien Brain, called our Neocortex – it’s our what, it’s responsible for all our rational, analytical thought, and language.
The middle two section make up our Limbic brains, which is for feelings, trust, and loyalty, it’s also responsible for all human behavior and decision making. It has no capacity for language.
In other words, when we communicate from the outside in, yes, people can understand vast amounts of complicated information, features and benefits and facts and figures, it just doesn’t drive behavior.
When we communicate from the inside out. we’re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do.
This is where gut decisions come from. It’s why you can give someone all the facts and figures and they’ll say that they know what all the facts and the details say, but it just doesn’t ‘feel’ right.
Why would they use that verb?
Because the part of the brain that controls decision making doesn’t control language.
Sometimes we say we’re leading with our heart, or our soul. That’s all happening in your limbic brain.’
Words from Simon Sinek’s talk at TED
Here are some questions to uncover your 'Why'
Why are you in business, what’s your purpose?
What’s inspired you to start it?
Is it your passion? If ‘yes’, what do you love about it?
If no what are you most passionate about?
What would you like your customers to know about you?
What would you like your customers to know about your products?
What’s something interesting about your products that will appeal to your customers eg fair-trade, organic, sourced locally etc.
What is your connection Brixton?
What do you love most about Brixton?
Is your business associated with any charities or do you have one you like to support?
How would you like to see your business grow in the next 6mths 12mths
What are some ways you could include you story in your marketing or packaging? Eg on your labels, flyers, signage information about what inspired you to create your product or the farm where your ingredients come from. The more you can share with your customer the deeper your connection will be.
How will you share your story with you customers?