Your customers don’t buy WHAT you do, they buy WHY you do it

All brands are looking for a way to influence their audience. Our mission as marketers is to try to ac Jordan Phone Number List our audience on the journey from when they start looking for a product, until they end up buying it. And if we have done things well, try to make them repeat the purchase and recommend us.
On this path we must offer them what they need to go from stage to stage and that our brand continues to be among the purchase options. I speak from generating the necessary trust in the brand, through the content so that they can make an informed decision, to the appropriate channel and processes to carry it out.
There are many things, many details that make them opt for our brand or not in the end.
This is hard work and where the details make all the difference. This complexity leads us to think that we control the process.
Digital transformation begins by changing the way we understand our relationship with our clients
The problem is that we are not aware that our ability to influence the purchase decision of our customers is small. If we do things right, at most we will be able to intervene in a third of the purchase interactions .
That is why we have to think of strategies that allow us to influence the marketing that we do not control (the other two thirds).
The lever to achieve this is to change our way of doing things, to change the philosophy of our brand to make it more human and closer to our audience , our clients seek transparency and honesty , they ask for real companies.The root of this entire process is finding a brand purpose that matches our audience’s value proposition .When talking about digital transformation we think about processes, technology, tools and we end, if we analyze this change well, realizing that change begins with the people and the culture of the company.In my opinion, this cultural evolution begins to understand the points that I just mentioned:
Our ability to influence clients is limited.
Our clients look for more humane and close companies.
Our clients look for companies with which they agree in their way of seeing things.
Until the ENTIRE company is aware of this and assimilates it, any digital transformation process has a great chance of failure.
Your customers don’t buy WHAT you do, they buy WHY you do it
This phrase by Simon Sinek from his famous 2009 TED Talks talk (already with almost 50 million views) and from his book “Start with the WHY”, is what has motivated me to investigate the methodology of the golden circle and add it to my methodology to define a marketing strategy .

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The golden circle that brings us closer to our clients
The three circles that make up this golden circle refer to the three parts of our brain. From the front where we make our most rational decisions, to the most primitive where we find our survival instinct and most basic processes.
Depending on which part of the brain our communication attacks, we will be stimulating one part or another. If we give rational arguments (product functions), we will be addressing the neocortex and our clients will compare characteristics of our product with their needs and with the products of the competition .
three brains Paul MacLean
The Three Brains – Paul MacLean
The problem is that the purchase of the vast majority of products has a high emotional component and if we only give rational arguments, we are missing an important part of the process. Our clients may abandon the purchase of our product because they are not clear about it despite so much information. They lack the emotion that binds them to the product.
So if instead of selling features, we talk about the problem that solves them, how we help them, we are going to connect with this second level of the brain.
And depending on the case , we can go to the deepest layer: it is for your safety, there are only x days left (shortage), do not run behind the wheel (last year x thousand people died), … we are stimulating the part of the brain in charge of our survival.
The reality is that purchasing decisions are a combination of all three layers of the brain . The product has to be of sufficient quality, solve our problem and create an emotional relationship with us.
If we take this to the scheme of the golden circle we can see (from outside to inside) how each layer coincides with a part of the brain:

WHAT : all companies are clear on WHAT they sell. It is the base product or service. Dell sells computers, Volvo sells cars.
HOW : companies that deepen their relationship with their customers, define HOW they do it (value proposition) and seek to generate relationships with people for whom this proposal serves to meet their needs (functional, social and emotional) and who at the same time It differentiates them from the rest of the market proposals.
The most traditional Volvo HOWTO is safety. They design cars with all the measures, they do tests, they add functionalities that reinforce this argument.
WHY : but very few are clear WHY they do things. Why was this DE Phone Number born? What is your brand purpose beyond sales? What do we want to achieve?
Volvo’s WHY could be to design products that prioritize the well-being of its customers.Companies that base their communication on WHAT tend to sell undifferentiated products, those that find the HOW connect with their customers, and those that are capable of transmitting WHY manage to close the circle and have customers who have already made the purchase decision. They just have to choose which product and the price does not matter to them.
This is 100% consistent with the philosophy that I try to convey in my book ” Better than sales, get customers .”
Companies that focus their communication from the WHY, start by connecting with the emotions of their customers, and once achieved, they offer them products with an aligned value proposition and that solve their problem / need.
Apple sells products for people who do not want to be part of the “herd”, who seek excellence in experience.
Under this WHY there is room for computers, mobile phone s, services and any other product. Your loyal customers will buy it without thinking.
On the contrary, companies that sell WHAT limit their field of action to that product line and end up making it undifferentiated. A purchase in which only the functionalities and the lowest price are valued. A purchase that does not generate loyalty.

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