The Little Known Opportunity to Differentiate Your Business

Whenever you find yourself on the side of the majority, it is time to pause and reflect.” ~~ Mark Twain

One of my favourite quotes because I believe in thinking for yourself. In today’s society that’s not easy but what’s the alternative?

You may want to read these 2 articles next to learn more about thinking for yourself:

Why Mainstream Thinking Gives you Mainstream Results
Do You Think For Yourself? Here’s How to Start

For now let’s continue with a better way to differentiate your business.

This article is Part 3 of a 3-Part Series on how to differentiate your business. (see links to Part 1 & 2 below)

Next time you’re

  • Browsing someone’s website
  • Paging through a magazine
  • Staring at a billboard
  • Listening to an ad on the radio

What is the ONE thing they’re all telling you, which is NOT helping them attract ideal clients?

They’re all telling you WHAT they do.
In other words they are giving you features and benefits.

Mainstream marketing techniques teach us to focus on the features and benefits (i.e. the WHAT) of our products and services.

Everyone now does this (the majority!) which means you have a huge yet little-known opportunity to differentiate your business!

How do you go about doing that, you ask?

Stop telling people WHAT you do and instead differentiate yourself by expressing WHY you do what you do.

This is not about being different for the sake of it. This is a better way of doing business because it’s easy and it works – I’ll explain in a minute the brain biology behind it.

Since becoming a WHY Coach I’ve worked with companies who have struggled to explain to me what they do and it’s only once we’ve delved into WHY they’re in business, that I truly understood WHAT they do. Interesting.

Are you struggling to explain WHAT you do to your potential clients?

Are you struggling to get the right messaging?

If so, contemplate these 2 things:

1. WHY you do what you do and
2. What you BELIEVE.

BUT… you’ll probably discover these 2 things:

1. You’re not exactly sure WHY you do what you do

2. You’re not exactly sure what you BELIEVE.

That’s where we come in because most people need help digging down and finding the truth of their WHY and what they BELIEVE.

We facilitate that with you and then use it to create powerful messaging that speaks to your ideal clients.

The First Step in the WHY Process

We discover which of the 9 WHYs is yours.
This is the most important step.

This step alone will most likely give you a massive a-ha. It will give you clarity about who you are and why you do everything you do. I mean everything.

From that day on your entire life will look different.

We believe that there are 9 WHYs and only 9.
The fact there are 9 WHYs and only 9 are what give this tool its power.
An unlimited number would make it useless as a practical tool.

With only 9 WHYs we can quickly identify your WHY and make it useful for you in both your personal and business life.

You may wonder how can there be only 9 WHYs for 7 Billion people?
It’s HOW you live your WHY that makes you unique (more on that another time).

The 9 WHYs

  1. To Contribute to a Greater Cause, Make a Difference, Add Value or Have an Impact
  2. To Create Relationships Based Upon Trust
  3. To Make Sense Out of Things
  4. To Find a Better Way and Share It
  5. To Do Things The Right Way
  6. To Think Differently & Challenge the Status Quo
  7. To Seek Mastery
  8. To Create Clarity
  9. To Simplify

Each WHY is a wonderful talent and a skill. Whichever WHY is yours you will do it as simply as breathing.

For example, my WHY is #4 “To Find a Better Way and Share It”. I am compelled to look at every situation and process to see if there is a better way! I can’t help but do it. You will realise the same once we know your WHY.

Most people can only guess at which of the 9 WHYs is theirs because we can’t see ourselves for who we truly are. That’s the first a-ha : )

Remember, your WHY is a gift and a talent, so it’s imperative you know it.

The Brain Biology Behind the WHY

Your WHY talks to a part of a person’s brain called the Limbic Brain.
It’s our feeling brain.

We make decisions because something feels right.
The Limbic Brain is the decision-making part of our brain.

If you tell a person WHAT you do (rather than WHY) you are not talking to their Limbic Brain and in fact you are CONFUSING them.

So… how do you access the Limbic Brain?

By expressing your WHY.

Expressing WHY you do what you do is effective for several reasons:

Getting to HOW starts with WHY1. You’re being authentic and genuine, and people quickly sense that. You’re talking to their Limbic Brain.
By the way, if a person does not believe what you believe, they are simply not your ideal client! (more on that another time too)

2. You are not being manipulative; most marketing is manipulative even if the intentions are good.

3. Remember, customers do business with people based on relationships. Customers must know who you are and what you stand for – your values and beliefs. That creates a feeling of belonging which feels good.

Let me give you an example. Although you’d rarely talk to a stranger on a train in your home town, you’d more likely to strike up a conversation with someone if you were overseas and they shared your accent. You’ll both instantly feel a strong connection and even… a natural inclination to trust each other! It’s true isn’t it?

Why that happens is because when you and someone else share common values and beliefs you’re more likely to trust them.
They are “your kind of people.”
You feel a sense of belonging.

Did you know…

… when it comes to you and your business, ideal clients are looking for you?

They are – it’s a fact – people love doing business with those who share their values and beliefs.

Help them find you!!!

It’s up to you to express WHY you do what you so that ideal clients can find and recognise you.

To attract ideal clients you must express your WHY.

Discover your WHY.
Live your WHY!

Contact Janet here to WHY-ify your business (and life!)

References:
The WHY Engine – Ridgely Goldsborough, ESQ
Start with WHY – Simon Sinek

Part of this series:

This article is Part 3 of a 3-Part Series on how to differentiate your business. See:

(Part 1) Are You Struggling to Differentiate Your Business?
(Part 2) How to Differentiate Your Business Using the Power of WHY

Related Reading:

(Part 1) 10 Major Reasons WHY-Inspired Leaders Have Inspired EMPLOYEES

My name is Janet Poole and I believe there are better ways to delight your customers and inspire your staff.

I believe in meaningful conversation, knowing what really matters to you.

I believe an open mind is essential to a better life because there are always different and better ways of doing things.

I believe truth is a better way no matter how outrageous and despite its consequences because it sets you free.

I don’t believe in conforming. I believe in freedom and remembering to use your free will because many of us forget we have it and end up frustrated living below our potential.

I believe in saying yes to opportunities, doing something greater than yourself because it will thrill you; life ought to be an adventure, lived with courage.

I believe in laughing, delicious food and red wine.

I believe in being someone you can count on who will support you all the way into the results you want.

Better Ways. More Freedom.

Knowing your WHY is like turning on the lights to your behaviour. You gain instant clarity. It’s like being introduced to yourself. When you know your WHY, you begin to understand. When you know your WHY, you realise your unique gifts. When you know your WHY, you gain clarity and confidence. When you know your WHY you live with passion.

When you know your WHY you can take your business from good to great in a single day.

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