If you are in business because you make the best quality product or service available in the market, it's great. But it’s only a matter of time when someone comes with a better quality parallel solution, which might also be cheaper.
What do you think will save your business then?
A Digital Marketing agency with a few campaigns on social media? Or a Public relations and advertising agency that might pull a few strings and get the town buzzing. Or maybe it’s time for us to hire a graphic designer and think about changing our logo?
The truth of the matter stands, none of these activities can save a business. Your customers are busy in their life and aren’t really thinking about how you do your business. What matters do them is what you do and that only when they realise their need for it.
Real Opportunity here stands in the communication of why you do what you do. The only thing that saves your business is ‘Your Loyal customer base’. And you construct that loyal customer base through connecting them with your story, by telling them why you started doing what you do in the first place. Once they understand why behind the entire business, it’s going to take much more than negotiations around pennies to shift their loyalty.
In today’s digital age, the amount of information any human comes across through the day is unbelievable. Any kind of half target advertisement pieces stands close to no-chance of registering a remembrance with the viewer. What leaves an impact in the digital age are Stories, Authentic real-life narratives that one can connect to and take action based upon. By the end of this blog, you should be able to understand the Power of WHY and it’s significance in the marketing world.
If APPLE were a regular computer company this is probably how their advertisement would have been like:
“We Make great computers (WHAT), They are beautifully designed and user friendly (HOW), Want to buy one?”
That’s how most of us talk about our brands and companies, UNAPPEALING to a user.
Now here’s how apple communicates:
“Everything we do, we believe in challenging the status quo(Why). We believe in thinking differently, how we do it is that our products are beautifully designed and user friendly(how), We just happen to make great computers (what), Want to buy one?” (CTA).
All they did was reverse the order of information as per the golden circle. People don’t buy what you do, They buy why you do it.
The only questions you have to ask yourself are:
1. Have you defined your why?
2. Do you believe it?
3. Do your employees believe?
4. Do your customers believe?
We at Dastan believe that,
There’s no greater power on this earth than story.
And the business world needs more dreamers,
change-makers & Action takers.