People don’t buy what you do; they buy why you do it. ~ Simon Sinek
Simon Sinek’s book
Start With Why, illustrates the importance of “why” in your business. It’s the why in your business that allows clients to believe in what you believe, to be inspired. By building this faith in your business, consumers can engage, make gut decisions and change their behavior. Simon says you can build their trust and most importantly their loyalty.
Why are you in business? What is your business’s purpose…cause…belief?
- Offer quality product at an affordable price
- Create cool, trendy looking images
- Produce portraits to hang on walls and above mantles
or
- Build family and community
- Create lasting memories…forever
- Dispense emotional experiences
- Build self-esteem by defining the individual
Check out Simon’s video on TED.com
Define your marketing tactics around the "why" in your business. If you focus on the features and benefits of the products and services that you offer (the what}, then your prospect has nothing to believe in other than the price and piece of plastic paper you have to offer. Unfortunately, you've developed your photography business into a commodity. At that point, for the prospect deciding to hire your studio, their decision can only be based on price. Give them something to believe.
“Why do you get out of bed in the morning and why should anyone care?" ~ Simon Sinek
posted @ Monday, June 28, 2010 3:26 PM