What sets a company like Apple apart from other computer makers? They make computers and cellphones like other companies, right? But somehow, they seem to stand apart from the rest of the noise. How do they do it?
Most companies begin their pitch by telling you WHAT they offer. A computer, or a car, or a special offer – the WHAT is where they begin. Then they provide HOW the product will help you. Finally, they'll ask for the sale. Their presentation goes something like this: “The new and improved DS-Model is now available. It offers 7 more features than previous models, and it's available in 3 new colours. It's on sale for an introductory price of $100. Would you like to buy one?”
Apple, and others like them do things a different way – and they achieve extraordinary sales as a result. Instead of telling you WHAT they make (computers) and HOW they're different (sleek, functional, stylish), they tell you WHY they do what they do. They start by telling you WHY they exist (to give you innovative solutions to computing problems....to provide leading-edge technology....to streamline and integrate applications like calendars and emails) and then they tell you HOW it will help you. Finally, they tell you WHAT they do.
Their presentation goes something like this: “We believe you shouldn't have to forsake speed and performance for style and good looks. We think people should spend less time waiting for computers to work, and more time actually using them. We believe in making technology easy. We build a complete line of great computers. Would you like to buy one?”
Every company knows WHAT they sell. (or they better). Some of them know HOW they do it. Only a few know WHY they do what they do. If you don't know why you offer what you do (and profit doesn't count – that's a result, not a reason) then how can your customer know why they need you?
Find the WHY – and begin your marketing from there. Tell folks WHY you do what you do. Only then will the be interested in what you have to say, and what you offer.
