How can you, as a marketer, help your business inspire people to take action?
In any kind of business, people often struggle to get people to take action on the desired result.
They struggle with sales, they can’t get prospects and they can’t get people to know like and trust them or their business.
To answer this question, I’ve drafted in the wisdom of none other than Simon Sinek to give his take on how to do exactly that.
Simon Sinek is an author, speaker, and marketing consultant who has written three books, one of which is called “Start with Why” – that I highly recommend you read. In 2009, Simon Sinek delivered a TEDx talk that generated over 28 MILLION views presenting his ideas of how leaders and companies inspire people to take action.
In his talk, he highlights that he discovered a pattern of how this is done and was able to codify it for normal people like us. Check out his TEDx talk here.
Whether individuals or organizations, inspiring leaders think, act and communicate in exactly the same way. And it’s the complete opposite of the rest of us. Consciously or not, how they do it is by following a naturally occurring pattern that Simon Sinek calls The Golden Circle.
The Golden Circle
For most leaders, whether they be for profit or purpose, they communicate by starting with WHAT they do. They tell people what they do and what it is you should be doing too.
For others, they talk about HOW they do what they do. How their cause should be followed, and how it is better than anything else before it.
So what do successful people, companies, and leaders do?
They start with WHY they do what they do.
Sinek gives an example of this by showing the golden circle in relation to how Apple communicates.
How can this be applied to online marketing?
Simon Sinek realized that people don’t buy what you do, they buy why you do it. The goal is not to do business with people that want WHAT you have, the goal is to do business with people that believe what you believe – WHY you do it.
When you’re marketing your products or services online, you have to be 100% behind why you do what you do. You have to know exactly why you do it and share that with others.
You have to have the ability to talk about what you believe in, your vision and what you’re trying to build that goes far beyond just talking about your business itself. You have to effectively communicate the reasons why you are even doing all of this in the first place.
When you share this why with the world, it will resonate with the people that share the same passions and beliefs as you and your business. You create an intrinsic bond with your audience that they want to become a part of your cause and take action towards it because they believe what you believe.
Successful marketers inspire others to take action by connecting people with their vision, championing their cause for others to take on as their own.
Why is this so effective? – The Science
Everything that I just wrote above is all based on human biology, not psychology. Sinek highlights that if you take a cross-section of the human brain at look at it from the top down, it is actually broken down into three major components. These correlate PERFECTLY with the golden circle in terms of how each of them influences our decision making differently.
Homosaphian Brain (Neocortex) corresponds with the WHAT level. It’s responsible for all of our rational and analytical thoughts and language.
The middle two sections make up our limbic brains. These are responsible for all of our feelings, like trust & loyalty. Sinek shows that it is responsible for all human behavior, all decision making and it has no capacity for language.
In other words, when we look at the golden circle when companies communicate from the outside in focusing on WHAT they do, people can understand it, it just doesn’t affect behavior or a buyer decisions.
When we communicate from the inside out, focusing on WHY we are speaking directly to the part of the brain that controls behavior and then we can allow people to rationalize it with what we say and do.
I’ve not been following Simon Sinek for very long, but his perspective on human behavior has definitely influenced some of my most recent online marketing.
The next time you are planning a campaign, think about how you can communicate directly with people’s behaviors, communicate by starting with why, and see what effect it has on your audience.
Let me know how it goes!
To your success,