Make Your Business As Humanly As Possible By Starting With WHY
We, as human beings, are social animals meaning that (the quality of) our lives depends on other humans.
When we are born, we are dependent on the care of another human and after that, we look for people we identify with in order to build relationships with them. It makes us feel connected and gives us a sense of belongingness.
Successful businesses make use of this by creating more than just a product or service. They know that people don’t just buy products anymore in today’s world. They buy solutions, stories and relationships from businesses they identify with.
These businesses focus on emphasizing everything that gives a business humanly traits. A great example of that is the number 1 retailer in the Netherlands (Coolblue). When you think of a business, you don’t think of it to be funny. That is a humanly trait. They, however, added simple jokes to their delivery boxes, which has been highly appreciated by their customers.
The result? More new customers and more returning customers.
But it’s not just that. According to research from Simon Sinek, it also requires businesses to communicate in a certain order.
Every company in the world knows what they do, which is why it’s the first thing they tell people about. They also know how they do it, so that’s usually the next thing they tell their customers about.
It seems logical to do this, but they don’t realize that this way of communicating doesn’t trigger the right part of our brain given their goal, which is usually to sell something or to build a relationship with a client.
Nowadays, we are bombarded with advertisements and general messages on a daily basis.
We don’t have the capacity to pay attention to all these forms of communication, which is why we learned to scan things very quickly. In 90% of the cases, our brain tells us not to continue to read or act and in 10% of the cases, we are triggered in one way or another.
So how do you make sure your message belongs to that 10% people do read?
The messages we are triggered by are the messages that trigger an emotion in us. Research shows that emotions trump reason every time.
In order to trigger emotion in people, a business first has to communicate their why. Why are they doing what they are doing? What difference are they trying to make in the world?
If a customer identifies him or herself with your business’ WHY, it triggers a strong sense of belongingness and therefore customer interest as well as loyalty. We connect with people and businesses based on belief systems, not based on products or services.
Once we are sold on the cause of an idea, we’ll go above and beyond to support it; with our money, with our time, etc.
I’ll give you a well-known example so you can actually feel the difference.
Example 1 (starting with WHAT)
“We make great computers that look beautiful and are easy to use.
Want to buy one?”
Example 2 (starting with WHY)
“We believe in challenging the status quo with everything we do.
We believe in thinking differently to make things better. Every single day.
The way we do this is by making products that are beautifully designed
and easy to use. And we happen to make computers. Want to buy one?”
Do you notice how little you felt when reading example 1? And how you felt emotion, such as admiration and curiosity, when reading example 2?
Keep this in mind when you communicate from your business’ perspective. Start with sentences or questions that trigger emotions and helps people to understand your bigger purpose, which in turn, helps them to identify with you and your business.
I hope this tip will help you in your journey to take your business to the next level.
And as a side note; starting with why isn’t only great for improving your business communication. Try it out in your personal life too and see how much of a difference it makes in terms of the responses you’ll be getting.