Most companies and organizations communicate in an uninspiring way.
The law firm says, “We’re a law firm, our lawyers are Harvard trained and we have some big name clients.” The car company says, “We’re a car company, we have leather seats, gas mileage, anti-skid brakes.” The politician says, “This is who I am, this is my plan, this is my policy.”
When you hear bland pitches like that, does it make you want to buy? Not really.
The most successful and inspiring brands, such as Apple, pitch in a very different way. In this video, filmed at the Platinum Mastermind in the Canary Islands, Roger Salam explains how to do it in your business.
HOW MOST COMPANIES COMMUNICATE
100% of companies know what they do. They know whether they’re a law firm or a car company or a computer company.
Some companies know how they do what they do. They know what differentiates them from the competition. The law firm has its big name clients and the car company has its unique bells and whistles.
Very few companies know why they do what they do.
We’re not talking about making a profit. That’s a given. We’re talking about what gets you out of bed and why you choose to do the business you do instead of some other business.
Because most companies don’t know their “why,” their pitches are bland and uninspiring and the same as everyone else’s.
START WITH THE WHY
Simon Sinek wrote a book called Start With Why. In this book, he explains that the most successful pitches and brands start with the why, follow with the how and end with the what.
For example, Apple says, “We believe in challenging the status quo. We think differently. We show that by making our products simple to use and beautifully designed. We happen to make computers.”
Most companies communicate backwards. If they were Apple, they’d say, “We’re a computer manufacturing company. Our products are beautifully designed and user friendly.”
Do you think that version of the pitch would sell as many computers?
No, because people don’t buy the “what.” There are plenty of other computer companies they can choose from. They buy Apple’s “why” because they want to be inspired.
Reversing the order is a subtle but powerful tweak. It will elevate you well above your competition.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to create your brand and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.