You may find this hard to believe, but having a ‘bad’ or ‘cheap’ website is NOT what’s holding you back from having a successful business – although I do love a website that showcases all that you are. The fact is, you have to start way back before you even looked at getting online – you need to START WITH WHY.
This is the point to tell you that if you’ve never watched Simon Sinek’s TED Talk on this exact topic – WATCH IT NOW! His talk is now over 11 years old and has evolved into a HUGE movement of people looking for more than just going to work because they have to. It has spawned multiple books (like Start with Why and Leaders Eat Last: Why Some Teams Pull Together and Others Don’t), courses, and even qualifications.
SO, WHAT’S IT ALL ABOUT?
When you start with why you not only have more to hang your hat on than ‘just a job’ but you tap into something deeper within your ideal clients too. As Simon says:
“People don’t buy what you do; they buy why you do it.” – Simon Sinek
This distinction is important because it explains why there can be multiple people all doing the same thing, but one is more successful than the others.
They understand their WHY. They have a deeper purpose to their work than just making money – instead, they make money whilst doing what they love.
HOW DO YOU FIND YOUR WHY?
The best way to find your “why” is to look back at why you started doing what you’re doing in the first place.
What is the difference you wanted to make?
I’m betting you had a big picture of the problems you could solve for people?! You wanted to make what you do matter and make a difference – right? So, think back to what that reason was.
For me, that start was a deep loathing of so-called website ‘professionals’ who spouted technical terms at their clients in an effort to keep them in the dark and make designing websites and SEO a mystical art that they couldn’t possibly understand. That ‘why’ still underpins everything that I do and a lot of my work still comes in the form of website rescues.
If you’re having trouble with this step then Simon has a second book called Find Your Why that I can also highly recommend if you prefer a step-by-step guide to this process.
Once you have your ‘why’ you can then start to build your message around it. Make sure that you convey your own why online and in person. Tell people why you love what you do and the difference you make – not what you do!
I have a wonderful networking colleague who works in IT security – I know, it sounds super-boring but is an essential service for businesses. When you actually speak to him, he almost lights up when he tells you about how he helps people understand technology and keep their families safe online. This is a far better selling point than telling someone you sell anti-virus software!
“The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.” – SIMON SINEK
Your why is what will set you apart and attract the right clients to your business.
When you’ve been working with your ‘why’ for a while, it can be really easy to get sidetracked and forget why you started your business in the first place. So, regularly coming back to your reason for doing what you do will help ensure you’re still providing the right services.
It’s important to circle back to your ‘why’ regularly at least once a year, if not more, and tweak it too. Things change, you grow and your original purpose may also have changed. It’s not only OK to change too – but imperative if your business is going to thrive.
Just don’t forget your purpose in the process!
Note: this post contains affiliate links and I may receive a commission when you click one of these and make a purchase. However, as with everything I recommend it’s because I love these books and refer to them regularly!