People buy the Why, not the What

[fishburn7]

<div class="bbWrapper">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.<br /> <br /> BMW does this all the time, they sell the feeling of the drive rather than a car.<br /> <br /> Also after looking at advertizing for local companies vs. international brands it&#039;s obvious that the international companies sell the why, while the local companies sell the what.<br /> <br /> <div class="bbMediaWrapper" data-media-site-id="youtube" data-media-key="u4ZoJKF_VuA"> <div class="bbMediaWrapper-inner"> <iframe src="https://www.youtube.com/embed/u4ZoJKF_VuA?wmode=opaque" loading="lazy" width="560" height="315" frameborder="0" allowfullscreen="true"></iframe> </div> </div><br /> Obviously the product is very important, but it may be important how we look at marketing as well.</div>

 

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[ArizonaBoy]

<div class="bbWrapper">That&#039;s good stuff, thanks for that. There&#039;s a lot to ponder and it seems like it could help me with my business&#039; message but also keep my business focus. <br /> <br /> I was also thinking that it nicely meshes with MJ&#039;s idea that one should NOT be a money chaser. If you&#039;re a money chaser it would seem that &#039;getting rich&#039; is your businesses&#039; WHY - getting rich can be the side effect of your business but shouldn&#039;t be the WHY driving the business&#039; mission. <br /> <br /> Bob</div>

 

[SerpKing]

<div class="bbWrapper">Simon&#039;s book &quot;Start With Why&quot; is a game-changing read.</div>

 

[Bigguns50]

<div class="bbWrapper">Simon Rocks ! While I haven&#039;t read his book...or books I think now, I have watched several videos and I&#039;m in complete agreement with him concerning the Why, and also Leadership.<br /> <br /> Thanks for posting and reminding.</div>

 

[100k]

<div class="bbWrapper">Using what I&#039;ve learned from this video (Thanks for the share,OP), I&#039;ve come up with my ad slogan....I&#039;ll share it in another thread.</div>

 

[Mark Anthony Le]

<div class="bbWrapper"><blockquote data-attributes="member: 12577" data-quote="100k" data-source="post: 414614" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=414614" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-414614">100k said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Using what I&#039;ve learned from this video (Thanks for the share,OP), I&#039;ve come up with my ad slogan.... please let me know what you think and how to improve it <img src="/community/imgs/emoticons/em-smile2.png" class="smilie" loading="lazy" alt=":)" title="Smile :)" data-shortname=":)" /><br /> <br /> My target market; men/women (mostly men) that work out - i.e gym goers or runners/joggers.<br /> My product; anti sweat product<br /> My slogan; We work hard, we play hard and we smell &amp; dress like a million bucks from head to toe! </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Assuming it&#039;s an anti sweat product <br /> <br /> I would say something like:<br /> <br /> &quot;The world should see us work hard. Not sweat hard...&quot;<br /> <br /> &quot;Goodbye sweat stains, hello gains...&quot;<br /> <br /> &quot;Still drenching your shirts? You&#039;re doing it wrong.&quot;<br /> <br /> &quot;We&#039;ve done the sweat for you, so you don&#039;t have to&quot;<br /> <br /> <br /> <br /> <br /> Sent from my iPhone using Tapatalk</div>

 

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[100k]

<div class="bbWrapper"><blockquote data-attributes="member: 8496" data-quote="Mark Anthony Le" data-source="post: 414758" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=414758" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-414758">Mark Anthony Le said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Assuming it&#039;s an anti sweat product<br /> <br /> I would say something like:<br /> <br /> &quot;The world should see us work hard. Not sweat hard...&quot;<br /> <br /> &quot;Goodbye sweat stains, hello gains...&quot;<br /> <br /> &quot;Still drenching your shirts? You&#039;re doing it wrong.&quot;<br /> <br /> &quot;We&#039;ve done the sweat for you, so you don&#039;t have to&quot;<br /> <br /> <br /> <br /> <br /> Sent from my iPhone using Tapatalk </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> <br /> Meh.....<br /> <br /> How about; &quot;We take pride in looking good. Being fit &amp; healthy is not a thing for us, its a lifestyle! Feeling like a million bucks is <i><u>our</u></i> reward.<br /> <br /> Product name.&quot;</div>

 

[Hayden]

<div class="bbWrapper"><blockquote data-attributes="member: 12577" data-quote="100k" data-source="post: 414784" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=414784" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-414784">100k said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Meh.....<br /> <br /> How about; &quot;We take pride in looking good. Being fit &amp; healthy is not a thing for us, its a lifestyle! Feeling like a million bucks is <i><u>our</u></i> reward.<br /> <br /> Product name.&quot; </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>&quot;...is not a &#039;thing&#039; for us?&quot; <br /> <br /> That sounds anything but professional. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Sent from my iPhone 6 using Tapatalk</div>

 

[Writer]

<div class="bbWrapper"><blockquote data-attributes="member: 12577" data-quote="100k" data-source="post: 414614" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=414614" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-414614">100k said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> My slogan; We work hard, we play hard and we smell &amp; dress like a million bucks from head to toe! </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Simplify.<br /> &quot;<br /> Work hard. Play hard. <br /> Dress and smell like a million bucks from head to toe!<br /> &quot;<br /> <br /> or something like that... (just my 2c)</div>

 

[Joe Juraimi]

<div class="bbWrapper">How about, &quot;Working Out? No Sweat!&quot;</div>

 

[Digamma]

<div class="bbWrapper"><blockquote data-attributes="member: 25694" data-quote="Writer" data-source="post: 415411" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=415411" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-415411">Writer said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Simplify.<br /> &quot;<br /> Work hard. Play hard.<br /> Dress and smell like a million bucks from head to toe!<br /> &quot;<br /> <br /> or something like that... (just my 2c) </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote>I would go even further. &quot;Work hard, play hard. And smell good.&quot;, on this line.</div>

 

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[Gale4rc]

<div class="bbWrapper"><blockquote data-attributes="member: 12577" data-quote="100k" data-source="post: 414614" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=414614" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-414614">100k said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> Using what I&#039;ve learned from this video (Thanks for the share,OP), I&#039;ve come up with my ad slogan.... please let me know what you think and how to improve it <img src="/community/imgs/emoticons/em-smile2.png" class="smilie" loading="lazy" alt=":)" title="Smile :)" data-shortname=":)" /><br /> <br /> My target market; men/women (mostly men) that work out - i.e gym goers or runners/joggers.<br /> My product; anti sweat product<br /> My slogan; We work hard, we play hard and we smell &amp; dress like a million bucks from head to toe! </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> The why has nothing to do with smelling great.<br /> <br /> The why in your case is all about why you work hard in the first place<br /> <br /> &quot;I do it to stay in shape.&quot;<br /> -Company name<br /> <br /> &quot;To be faster&quot;<br /> -Company name<br /> <br /> &quot;We do it for ourselves&quot;<br /> -Company name<br /> <br /> &quot;To live longer&quot;<br /> -Company name&quot;<br /> <br /> <i>With a proper image in the background of someone working out</i><br /> etc</div>

 

[100k]

<div class="bbWrapper"><blockquote data-attributes="member: 18540" data-quote="Gale4rc" data-source="post: 415450" class="bbCodeBlock bbCodeBlock--expandable bbCodeBlock--quote js-expandWatch"> <div class="bbCodeBlock-title"> <a href="/community/goto/post?id=415450" class="bbCodeBlock-sourceJump" rel="nofollow" data-xf-click="attribution" data-content-selector="#post-415450">Gale4rc said:</a> </div> <div class="bbCodeBlock-content"> <div class="bbCodeBlock-expandContent js-expandContent "> The why has nothing to do with smelling great.<br /> <br /> The why in your case is all about why you work hard in the first place<br /> <br /> &quot;I do it to stay in shape.&quot;<br /> -Company name<br /> <br /> &quot;To be faster&quot;<br /> -Company name<br /> <br /> &quot;We do it for ourselves&quot;<br /> -Company name<br /> <br /> &quot;To live longer&quot;<br /> -Company name&quot;<br /> <br /> <i>With a proper image in the background of someone working out</i><br /> etc </div> <div class="bbCodeBlock-expandLink js-expandLink"><a role="button" tabindex="0">Click to expand...</a></div> </div> </blockquote><br /> Yep, that&#039;s the plan. Actually, I&#039;ll be doing one better and making a video.<br /> <br /> =================<br /> <br /> <b><u><span style="font-size: 26px">BACK TO THE TOPIC IN OP.</span></u></b><br /> <br /> Thanks</div>

 

[ThexArm]

<div class="bbWrapper">&quot;No Sweat! Work hard, Play hard!!&quot;</div>