Beliefs are more important in marketing than benefits
A couple of months ago I did a blog post noting that traditional marketing is backwards and ineffective, particularly for small businesses. Part of the discussion included the features vs. benefits concept that’s back in vogue and how that doesn’t do it.
Recently, I came across a wonderful TED Talk explaining how most leaders think, act and communicate backwards.
Simon Sinek illustrates that a typical company communication approach is to say what they do, assert how they’re different then expect some kind of desired decision (for an audience to follow, buy, etc.).
Sinek highlights how some of the most successful companies are reaching audiences and converting customers by highlighting what they believe.
“People don’t buy what you do, they buy why you do it,” he notes, “the goal is to do business with people who believe what we believe.”
Although the presentation is entitled around leaders, this applies just as much, if not more, to marketing. Simon Sinek did a much better job than I explaining how selling works best. Namely, by pointing out your message and mission is much more important than service or product features and benefits. He illustrates how focusing on such things doesn’t appeal to the part of the brain that buys in his talk “How great leaders inspire action.”