BRX Pro Tip: Focus on Their Why
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I know that you and I talk a lot about the why behind the work that people do, and I personally have experienced that there is some wisdom in being able to clearly, concisely communicate that. But there are some things to beware – there’s some reasons to kind of beware of the why, too, in those conversations, isn’t there?
Lee Kantor: Right. Because the why you’re doing something isn’t really the reason why a customer is going to buy from you. So, a lot of times, the founder is kind of getting to the heart of the why, why does their company exist, why was this product created, and why that idea is so important to them? But the customers don’t buy your why; they buy their why. So, you’ve got to be able to translate your why into their why. Because your users aren’t asking why did this company start? They don’t care. They’re asking, “Why should I care about this company? What’s in it for me? What problem does this solve for me? What gets easier, faster, cheaper, or better in my life because this product or service exists?”
Lee Kantor: Great businesses flip the perspective. Instead of telling the story of the company, they tell the story of the user. They show the before and the after. They show the frustration that existed before and the relief that happens once the product or service shows up.
Lee Kantor: So, here’s the pro tip: if your messaging starts with your why, you’ve lost. Start with their problem. Start what’s in it for them. Show them the outcome they desire. Make them the hero of the story. That’s when people will start paying attention to you and buying what you’re selling.
