Embrace the Power of the ‘Why’ of It
“Here are a few more compelling reasons to lead with ‘why,’” Marka said as she returned to the whiteboard.
“Why” promotes messaging consistency and simplicity.—It’s easier to explain FEI’s business in terms of “why.” “Why” is also easier for customers to understand.
“Why” puts the focus on benefits.—When describing FEI’s fire solutions, like our new Kiln 360, we should connect potential buyers to our “why” statement whenever possible. Since the 360 cuts cooking time in half, we can plausibly connect it to our “why” statement of “creating customer happiness.”
“Why” creates new market opportunities.—No fire business wants to be pigeonholed as the provider of just one product or service. “Why” is malleable, and keeps the door open for future product, service or market expansions. Consider FEI’s mission statement: “Everything FEI does is to help make you and your customers happy.” That can be applied to virtually any product or service.
“I’m convinced,” Zoot said. ‘”Now since you’re the marketing whiz, show me how to make ‘why’ real in our marketing materials.”
“With pleasure,” Marka replied, “and why don’t you show me a strike?”
“Easier said than done!” Zoot conceded.
Today’s FIRE! Point
When trying to win over prospects, lead with “why” your company is in business, move on to “how” you serve customers and, finally, get to “what” you offer. Your customers don’t buy what you do. They buy why you do it. Describing your business this way will help you overcome buying objections and sell more printing.
FIRE! Iin Action: Zappos Uses ‘Why’ Messaging to Create Excellent Customer Experience and Grow Sales
Besides shoes, Zappos.com sells a “customer-first” mentality. Every page of its website sends the message that the company emphasizes timely, diligent service from shopping to delivery. Despite minimal advertising, Zappos’ revenues continued to grow every year of its first decade in business, culminating in the company being sold to Amazon for $1.2 billion in 2009.