This TED talk by Simon Sinek is one of the best things on marketing that I’ve seen. “People don’t buy what you do, they buy why you do it.”
Simon’s contention is based on the fact that we make our decisions in the emotional part of our brain, not the logical part. The logic and rationalization comes after the decision has already been made.
This has huge implications for our buying decisions and what is compelling from a marketing standpoint. There isn’t much point to telling people all the details and functionalities of what you’re selling. Instead, people want to hear about what your product or service means to you.
In this way, when they purchase something from you, they’re affirming something about themselves.
Purchases aren’t just based on what they need, they’re based on what they stand for.
So, what are you selling? What are you really selling? Not just the widget, but the principle behind it? What are your values? What does your service say about the stand you’re taking in the world? What’s most important to you? What are you here to change?
These are the questions that your Right People are really interested in. Give them that, and let the details come second.