Welcome to Friday Focus. My name is Ben Coker, and Friday Focus is what it says. On Friday, you get a chance to focus on something over the weekend, about your personal life or about your business that you’ve got some time to think about.
Today I want to talk about this book, which is Start with Why by Simon Sinek. Now, the key thing that he says in there is people buy not what you do, not how you do it, but why you do it.
People buy from you because of that reason why you do what you do. They’re not really interested in the process. They’re not really interested in the technique that you’re using. All they’re really interested is two things why you do it and what’s in it for them.
Those are the only two things you need to think about when you’re marketing, when you’re telling people what you do. Don’t tell people what you do. Tell people why you do it. Tell people what they get if they engage with you, what’s in it for them and why are you doing it for them.
So don’t go marketing your brand, your technique. And this one is particularly applicable to, let’s say you’re a hypnotherapist. Now, it’s all very well saying that you’re a hypnotherapist, but as far as the potential client is concerned, so what? What does that mean for me? What’s in it for me?
And why are you a hypnotherapist? Why are you doing this? Explain that to people when they ask what you do, because they don’t really want to know what you do. They want to know what you can do for them and why you’re doing it. So that’s this week’s, Friday Focus, why do you do what you do and what’s in it for your client?
I’ll see you on Friday Focus next week.