People buy the Why, not the What

[fishburn7]

I recently watched this TED talks in my daily sales job, but it made me think a lot about how we should be marketing our products to consumers. Rather than selling them product A, you sell them the idea, or your mission to change something, and by the way this product will support this idea.

BMW does this all the time, they sell the feeling of the drive rather than a car.

Also after looking at advertizing for local companies vs. international brands it's obvious that the international companies sell the why, while the local companies sell the what.

Obviously the product is very important, but it may be important how we look at marketing as well.

 

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[ArizonaBoy]

That's good stuff, thanks for that. There's a lot to ponder and it seems like it could help me with my business' message but also keep my business focus.

I was also thinking that it nicely meshes with MJ's idea that one should NOT be a money chaser. If you're a money chaser it would seem that 'getting rich' is your businesses' WHY - getting rich can be the side effect of your business but shouldn't be the WHY driving the business' mission.

Bob

 

[SerpKing]

Simon's book "Start With Why" is a game-changing read.

 

[Bigguns50]

Simon Rocks ! While I haven't read his book...or books I think now, I have watched several videos and I'm in complete agreement with him concerning the Why, and also Leadership.

Thanks for posting and reminding.

 

[100k]

Using what I've learned from this video (Thanks for the share,OP), I've come up with my ad slogan....I'll share it in another thread.

 

[Mark Anthony Le]

Using what I've learned from this video (Thanks for the share,OP), I've come up with my ad slogan.... please let me know what you think and how to improve it

My target market; men/women (mostly men) that work out - i.e gym goers or runners/joggers.
My product; anti sweat product
My slogan; We work hard, we play hard and we smell & dress like a million bucks from head to toe!

Assuming it's an anti sweat product

I would say something like:

"The world should see us work hard. Not sweat hard..."

"Goodbye sweat stains, hello gains..."

"Still drenching your shirts? You're doing it wrong."

"We've done the sweat for you, so you don't have to"




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[100k]

Assuming it's an anti sweat product

I would say something like:

"The world should see us work hard. Not sweat hard..."

"Goodbye sweat stains, hello gains..."

"Still drenching your shirts? You're doing it wrong."

"We've done the sweat for you, so you don't have to"




Sent from my iPhone using Tapatalk

Meh.....

How about; "We take pride in looking good. Being fit & healthy is not a thing for us, its a lifestyle! Feeling like a million bucks is our reward.

Product name."

 

[Hayden]

Meh.....

How about; "We take pride in looking good. Being fit & healthy is not a thing for us, its a lifestyle! Feeling like a million bucks is our reward.

Product name."

"...is not a 'thing' for us?"

That sounds anything but professional.






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[Writer]

My slogan; We work hard, we play hard and we smell & dress like a million bucks from head to toe!

Simplify.
"
Work hard. Play hard.
Dress and smell like a million bucks from head to toe!
"

or something like that... (just my 2c)

 

[Joe Juraimi]

How about, "Working Out? No Sweat!"

 

[Digamma]

Simplify.
"
Work hard. Play hard.
Dress and smell like a million bucks from head to toe!
"

or something like that... (just my 2c)

I would go even further. "Work hard, play hard. And smell good.", on this line.

 

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[Gale4rc]

Using what I've learned from this video (Thanks for the share,OP), I've come up with my ad slogan.... please let me know what you think and how to improve it

My target market; men/women (mostly men) that work out - i.e gym goers or runners/joggers.
My product; anti sweat product
My slogan; We work hard, we play hard and we smell & dress like a million bucks from head to toe!

The why has nothing to do with smelling great.

The why in your case is all about why you work hard in the first place

"I do it to stay in shape."
-Company name

"To be faster"
-Company name

"We do it for ourselves"
-Company name

"To live longer"
-Company name"

With a proper image in the background of someone working out
etc

 

[100k]

The why has nothing to do with smelling great.

The why in your case is all about why you work hard in the first place

"I do it to stay in shape."
-Company name

"To be faster"
-Company name

"We do it for ourselves"
-Company name

"To live longer"
-Company name"

With a proper image in the background of someone working out
etc

Yep, that's the plan. Actually, I'll be doing one better and making a video.

=================

BACK TO THE TOPIC IN OP.

Thanks

 

[ThexArm]

"No Sweat! Work hard, Play hard!!"