Give your communications the power of the Why – three reasons not to focus on the what
Earlier this week I had an experience that made me stop in my tracks. I realised that not only did people at a networking event ask me the wrong question. I also gave the wrong answer. I put my What before my Why.
Rather than asking “why do you do what you do?” they asked me “what do you do?”. And rather than saying, “well the What is important, but I’m going to give you my Why”, I just went on auto pilot and said: “I do strategic marketing consultancy and run workshops using the LEGO® Serious Play® methodology.”
So why is this important? Why should we all focus on the Why and put the What in its place?
An honest Why gets engagement
I’d wager that most of you can answer the question “what does your business do?” The phrase “I am a strategic marketing consultant specialising in building brands and creating snazzy brand guidelines” comes all to easily to my lips. But does this make you want to engage in a conversation with me? I doubt it.
But if you said, “Mark, why do you do what you do? I’d probably say “I believe strongly in the power of excellent communications to make a difference.” Now surely that’s a phrase that would make you want to continue that conversation. An honest appraisal and expression of why I go to work every day.
Why should I engage with you and your business?
A realistic Why makes sense
Some might say that my Why is a bit waffly, and a bit pie-in-the-sky. And perhaps there’s an element of truth to that. But my Why is also honest and realistic. It gets to the heart of what I do. I get very frustrated by poor communications and marketing. And that’s a frustration borne out of knowing what a bit more thought and effort could produce.
So when looking into your Why keep it relevant, honest and realistic. Don’t claim that you believe in the power of your restaurant reservation app to change people’s lives. But do say your company believes in anything that takes the stress out of an everyday situation.
Be ambitious to just the right amount.
Understanding your Why makes marketing so much easier
Raise your hands anyone who has sat down to write a headline for a newsletter, some copy for an advert or the opening page of a brand book and not known where to start. Me! Well, in my experience, by taking the time to explore your Why helps this process no end.
If you know what you stand for then you know what motivates you. And if you know what motivates you then you can communicate this with passion. And if the passion is genuine then your customers will believe you. And if you can build it or write it in simple language, then you’ll have so much more time for everything else.
Use your Why for efficiency and creativity
The moral of this story? I’m convinced about the power of the Why, and my Why is more important than my What. So the next time someone asks me what I do, I’m going to be brave. I’m going to say “well, thanks for asking what I do. But I’m actually going to start with Why I do it.” And see if that makes a difference.