The vast majority of business write website copy that focuses on what they do.
They believe that’s what people want to know. After all, when someone lands on a website, they want to know they’re in the right place, so it makes sense to kick things off with:
“We are the market leaders in video security solutions…”
Something like that is bound to make the reader stop and think, “Wow! That’s amazing they sell video security solutions, and they’re the market leaders. Just what I need.”
The problem is, every other video security website they’ve visited has said the exact same thing.
There’s the problem. How are they supposed to work out which offering is best for them when everyone says the same things?
That’s where the why comes into play.
Marketing that focuses on why
I probably ought to explain what why marketing is.
Well, think back to when you started your business.
- What was it that got you involved in the first place?
- What made you decided to run your company the way you do?
- What belief is your business built on?
I think an example would help here. Simon Sinek provides one in a TED talk about how great leaders inspire action.
Look at Apple.
They make computers and techy stuff.
If Apple’s marketing focused on the ‘what’, it would basically say, “We make great computers. They’re beautifully designed, simple to use and user friendly.”
True, but if doesn’t make you want to rush out and buy one. After all, there are loads of other companies out there who do the same stuff (and usually cheaper). So how do they get people to fall in love with them?
Simple, by using the ‘why.’
Apple’s communications actually sound like this: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers.”
Why is ‘why’ so powerful? Because people don’t buy what you do; they buy why you do it.
How to find your why
Finding your why isn’t difficult.
Think about what it was that got you interested in your industry in the first place.
What were the grand ideals you had at the outset? What was it that was going to set you apart from your competitors?
While you’re thinking about that, I’ll tell you mine.
I began copywriting on a freelance basis back in 2007. It wasn’t because I was going to change the world, or rewrite the copywriting principles. It was because I believe the way things have always been done isn’t always right. I believe that marketing should be succinct, simple, and natural. I believe the focus should be on the reader. I believe that the heart of marketing should be about building relationships rather than selling. I believe it’s a good thing to stand out from your industry and to challenge its preconceptions.
The clients who come to me also believe, which is why they succeed.
Hopefully, that has got you thinking about your ‘why.’
By making it central to your marketing message, you’ll connect with customers on a deeper level.
You can learn more about this concept and how it works by taking a look at Simon’s TED talk (link above). It’s well worth the 17 minutes and 54 seconds it takes to watch it.
I believe it will change the way you do things, forever.
Sally Ormond has been focusing on the why for her clients since 2007. For copywriting that will make you stand out (in a good way), call her on +44(0) 1449 779605.