A little intellectual gymnastics – with possible real-world application to the commercial freelancing business….
So, I was clicking through a few links I found on a writer friend’s web site the other day, and came across this guy, Simon Sinek (pronounced, unfortunately, “cynic,” though he’s anything but that…), whose site is “Start With Why.”
Very provocative stuff, methinks. Check out the video on the home page of Simon speaking (next to the words, “The Golden Circle”). It’s 18 minutes and change, but well worth it for the mind-buzz factor…
Simon’s philosophy can be summed up in this statement on his site:
All organizations and careers function on 3 levels. What you do, How you do it and Why you do it. The problem is, most don’t even know that Why exists.
True enough. And when you have a powerful “Why,” it drives the “How” (the actions taken to realize the “Why”), which in turn, yields the “What” (the tangible end results). Along around minute 11 of the video, he says the following (aggregated from several places in the video):
People don’t buy from you because you have what they want; they buy from you because they believe what you believe. People don’t buy what you do; they buy why you do it. And if you talk about what you believe, you’ll attract those who believe what you believe.
I like it. He cites Apple as a company with a core belief in innovation and being first, and predictably, appealing to similar “firsters” (i.e., the people who stood in line for hours to buy the first iPhones at $600 a pop – with bugs and all).
Now, this stuff goes beyond features and benefits. Though, let’s be clear. If you run your copywriting business focusing on benefits (i.e., those things that matter to your clients), NOT features (i.e., those things about you and your business), that’ll generally be enough to set yourself apart from most of the pack.
But, he’s going deeper here. Now, I’m not saying this is The New Answer for the commercial writing field. Rather, that there simply may be some cheese down this tunnel for folks like us. So, how is his philosophy relevant to us? Well, mapping it on to what we do…
Clients don’t buy what we do (i.e., writing services); they buy why we do it (i.e., ________??).
What might be that compelling “Why” for us to share with our clients and prospects? Sure, we could all have ones specific to our businesses, but nothing wrong with a little brainstorming. So, what would be a powerful belief on our part that would draw to us those who share that belief and do business with us as a result?
Would it be, “I believe in the power of words to dramatically influence buyer action”? Too superficial?
Maybe, “Writing has changed history, so it can certainly change minds.” Closer, but perhaps a bit obtuse?
How about, “Speak honestly and the world will listen to you.” Better, though a bit lofty. Thoughts?
Could this strategy be a way for commercial writers to set themselves apart from the pack?
Do you have such a core belief for your business?
If so, how do you share it? Is it outlined on your site? In marketing materials? Shared in meetings?
If not, what core belief or “Why” could you come up with for your business? Or for commercial writing businesses in general?
This is interesting because, until recently, I didn’t think this was important.
I always felt clients were in a hurry and simply wanted to see samples to prove you can do what you say you can do, and testimonials to back it all up.
So with those two components and your sales copy, I figured the rest was fluff.
But in working with someone and really looking at my business from new angles, this point about “Why” was brought up.
While it may not be perfect (and I tweak constantly), this is what I went with for starters:
https://magalogguy.com/about/
I think a Why can serve a few purposes:
1. It makes a client feel like their project is more than a paycheck to the freelancer. We all want to feel that way in our interactions with any business. In my case, I want prospects to feel like their projects matter to me… that I believe that the marketing of their product can have positive benefits for everyone. To do that, I think you have to explain a bit about yourself and your beliefs.
2. It makes a client feel that someone is home. I think we’ve all seen sites that have sales copy and answers all the questions. Yet it feels like it doesn’t have any soul. The Why helps expose that soul. (A blog is good for that, too.)
3. What I found when I was encouraged to go through this process was that I got clarity on why I’m doing this. Why do I do this instead of something else? Coming up with that About page took a couple of weeks of thinking things through. It can also be helpful during any slow periods when you’re having doubts about whether you made the right choice in career. The Why should help remind you why you got into this in the first place.
I’ve only just reached your first boldfaced paragraph and already I think this is cool.
This story is especially interesting in light of Peter’s post:
https://opinionator.blogs.nytimes.com/2010/06/01/is-steve-jobs-big-brother/
To me, it’s really about passion. Passion is contagious. Passion is intoxicating. If you can honestly communicate your passion to potential clients, you’ll always have an advantage on those who are just communicating their skills.
Peter:
This is good. The word “why” has been bouncing back and forth in my head since I read your post.
Mike and Joe both make excellent points above. Whenever I ask myself “why” I got into this field, I always find that I do it yes, because I love it, but “why” do I love it?
I love to make people (aka clients) happy, solve their problems, fill a need for them. And from there comes my passion for this.
Yes, what, how and why are certainly intertwined, but if you don’t have the “why” you have nothing.
Steve
As I’m nearing the time when I’ll be revamping my website, this “Why” question is particularly helpful. I definitely think I’ll be using it in trying to encapsulate what I’ll be offering…and why (of course). As a reporter, the “Why” question has always been important to me, so why not bring that into the marketing writing realm as well. I like how you’ve laid it out for us here, Peter, and so far, ideas that have followed in the comments box have been great too.
My background is in playwriting and screenwriting, so I like to sell myself as a “storyteller for businesses.” And it’s true — every business has a story to tell, and an audience they want to tell it to. I just make sure they’re telling their story in the most engaging and compelling way possible.
Great article, Peter. As usual.
I love how this simple question crystallizes the essential difference between features and benefits. I can also see this question sparking great discussions with new clients as we try to formulate their unique selling proposition. If they know why their company is in business, the USP will just about write itself!
Great think piece for writers! Answer your own “why” and you have the foundation for your own marketing. You can even pose that question to prospects — it’s one of Bob Bly’s best tips. I based my website homepage on that concept, then sprinkled answers to “why” throughout the site.
Thanks again for a great post, Peter. I always look forward to them!
In answer to your questions:
Why do I do what I do? I’m passionate about helping others.
My core belief is “great marketing begins with great words.” To my clients, I emphasize the importance of making their investment count. Their investments include: Web sites, direct mail, business letters, brochures, etc. All of that costs money and I hate to see their budgets go to waste. For ex.: I’ve made several calls recently to various businesses after seeing their ad in the paper, reviewing their Web sites, etc., and spotted grammatical errors, tag lines and content that have completely missed the target. All of them use marketing agencies. The companies have wasted their investment.
I spend time immersing myself in my clients’ minds: understanding their business, their goals, their products and services, and their passion. I learn what drives them. I study their target market and understand their consumer. Only then am I able to bring the company and the consumer together through the right language, the right communication. When that happens, the client sees a return in his/her investment. The client sees value in my service and asks for more.
Only this morning in my BNI networking group I briefly discussed direct mail and what encourages people to read them instead of chucking them in the trash. Pictures are nice, but the content moves the prospect to take action. If the piece ends up in the trash right away, it’s a wasted investment. If the client dials the number or checks the Web site, the client will see a return in that investment.
Words are everything. The right words make money. The wrong words fall on deaf ears.
Great food for thought here. I’m also revamping my website, and this gives me some interesting things to consider. Bottom line is that passion is key. I find that, the more I show that passion to my clients (and prospects), the better off I am.
Thanks to all! Great input here… Had a hunch this would get some wheels turning…;)
Mike’s comments and many others as well point, I say, to a WHY as a way to humanize us as people. Instead of just being a “vendor” – an entity easily objectified in a client’s mind – by explaining why we’re in this gig, we’re more of a human being. And people want to connect with people – even if they don’t consciously discern that desire. You’re going to feel more comfortable working with someone who’s revealed something of themselves. Thoughts on that?
And passion comes up as a common theme with many of you, and no one can argue with that. If you’re truly passionate about what you’re doing (as opposed to some faux “passion” you’ve declared you have after reading a few self-help books…), that can be contagious stuff. AND it’s going to have you do a better job.
AND, make sure that passion isn’t all about you. I mean, if you’re passionate about what you do, in a sense, it IS about you, but don’t forget to relate that to the customer. Otherwise, it’s just a “feature” of you – it’s about you. Tie it back to the client and their needs.
So, as I see it, “I’m passionate about writing” is less powerful and effective than “I’m passionate about crafting copy that helps put companies on their prospects’ radar” (for example). Or even, “I’m passionate about writing, and what does that mean for you? It means I’ll work tirelessly to craft the kind of writing that speaks effectively to your target audience.”
Not perhaps the most original examples on the planet, but I think you see where I’m going. Make sure the client is the ultimate beneficiary (benefits again) of your passion in clear, specific ways. Any thoughts on that?
PB
I’ve made several calls recently to various businesses after seeing their ad in the paper, reviewing their Web sites, etc., and spotted grammatical errors, tag lines and content that have completely missed the target. All of them use marketing agencies. The companies have wasted their investment.
I have done this and gotten no (printable) response–has it opened a dialogue for you? I’d be interested in hearing.
I always tell clients my basis for copy, which is to counter the five reasons people don’t buy…no desire, no trust, no money, no time, no need. Somehow these have to be “no” statements–it never works to cast them positively. This gets the client involved and seeing where I am going. I also say this sounds like a great project, or like fun, or a great product. And if it’s quacky or lame I don’t want it, so I mean it when I say that.
Star,
Did you get any responses that are *not* printable?
I have done this from time to time…just because I felt like it, not because I thought they would love me and hire me, but I can’t say as I have met with any enthusiasm for constructive criticism. My latest was this week–a local hospital bragging about its short ER wait times with a picture of a really dessicated skeleton in a flannel shirt and pants in a waiting room chair–presumably not something you’d find at their hospital. It gave me the creeps. I said what is the point here…no answer yet.
Hi Peter,
well as usual you are a rock star and your timing is impeccable! I attended a luncheon today with business people of all types from Central Florida. I knew that I would have 60 seconds for an elevator speech, and I was sweating it a bit. I actually enjoy public speaking, but wanted to make a very positive first impression…so your Simon Says recap came at the exact right moment for me!
Instead of the usual blah blah blah that everyone else gave, I said “at the risk of overstating it, I think that well written communication is what makes the world go round. If you think about that, it impacts what you see, what you hear, what you read, where you go, where you stay, what you buy. So I help people and companies with any writing that is consistent with their business goals. And I LOVE to write more than anything in the world. Thanks, I’m Sandi Gehring.”
It went over really well, lots of people asking for my card and it was a good investment of time, effort & money.
THANK YOU!!!!!!!!!!!!!
Sandi
I have to agree with Simon. I write and edit. I don’t care how many buzz words I have attached to those words, I will not convince too many clients to hire me. I have to show them how hiring me for the job will help them.
I stay away from overused words, such as detail-oriented, well-seasoned (which I’ve always hated – I envision someone rolling in breadcrumbs and paprika), etc. They’re doing no more than telling people once again “Hire me because I rock.” Instead, I show them I rock.
To the brochure client, I craft copy that increases business awareness, client bases, market penetration, etc. (I’m careful not to promise what I can’t prove to deliver.)
To the website client, I convince their customers to buy from them.
To magazines, I deliver compelling copy that creates a memorable readership experience.
To corporate clients, I bring understanding of their industries to the project, finding the underlying value in their message and enhancing understanding of their business among their customers or employees.
For every client, I make them look good by partnering with them to create writing and editing that fits their business and their values.
I don’t think it’s important to clients why I do what I do. What’s important is why what I do matters to them.
What I do is write the words that help them sell. Why does that matter to them? Because my clients’ products, services or ideas can’t sell themselves. And customers don’t necessarily know why they need them. Even if they know for themselves what problems they’re facing, they don’t know that they need my clients’ solutions.
So I communicate my clients’ essential selling messages in written materials that are easy to read and to the point. Because the easier you make it for people to understand what you mean, the more likely they are to do what you want.
> I don’t think it’s important to clients why I do what I do.
But are you sure? Certainly after they’ve hired you for the first time and you’ve proven your worth to them, they probably don’t care.
But prospects are different. (And that could have been what you meant in that statement.)
I used to believe the same thing about them not caring. Most new clients would come from referrals and that seemed to be good enough for them.
But then I started thinking about people who come to my site and leave, never making contact. Maybe it’s because my sales copy didn’t grab them. Maybe they thought my samples weren’t any good.
Or maybe it was because they were doing a quick comparison between a few freelancers and just didn’t make a connection with me because (until recently) I lacked that “why” on my site.
I really liked when I had a slimmer site that gave the facts and samples. I pretty-much had everything on one page. I felt that it didn’t waste a prospect’s time with links that went everywhere.
But part of my decision to add stuff back in was for that percentage of people (however small) who actually felt the background mattered. It’s just another page on my site… no real cost to adding it.
For those who don’t care, fine… don’t click on the link. For those who do care, it’s there for them.
I market myself to lots of different industries and there’s no way for me to know what they may or may not want until after I’ve talked to them. But if I never get that chance to talk to them…
So I’ve swung back the other way and now have a ton of extra info from the “why I do it” to specific reasons why people should be working with me.
There’s just no way for me to know if that might be the difference in even a small percentage of prospects who feel that’s the tipping point between me and other freelancers where all else is equal.
Having said that, I’m not saying you’re wrong or that you should change your method. Generally speaking, if business is great, I’d hesitate to make any change to a site that’s working.
But a back-and-forth here might help people who aren’t sure one way or another.
I’m not sure we’re in disagreement, Mike.
Visit my site. It’s got plenty of pages. I want people to know plenty about me, in particular how I approach the work I do, what I’ve done for others, and what makes me different.
And while I still don’t believe prospects care about why I write, I do think they should care about the reasons I do just about everything else in my approach to business.
Why do I specialize in B2B and mostly tech marketing? Because tech marketers need the confidence that they’ve chosen a copywriter who understands their needs.
Why do I offer flat fee pricing? Because clients don’t like surprises when the bill comes.
Those are just two quick examples. The point is, I do things that make business sense for my clients. That’s the “why”that matters.
If people get a sense of who I am by reading my website, especially the “virtual conversation” on my FAQ page, so much the better. I do want to work with people who like the way I think and the personality I present.
But I’m not going to embellish that with some made-up story about why I’m a copywriter, when the simple truth is I write for a living because it’s my only marketable skill. And I’m a copywriter because decades ago I made a decision for personal reasons not to leave this competitive market for someplace where it would be easier to get the journalism work I really wanted. I stayed here and became a technical editor at a consulting company and later got an internal transfer to the marketing department. Actually, I do tell that story on my website. I just don’t emphasize it as why I write because it’s not a particularly compelling reason.
I just finished watching the video. Awesome stuff!
Your Why should be about “why” it’s important to do what you do. Again, about what you believe!
I specialize in writing promotional video scripts. I have contemplated creating a sub-specialty in writing scripts for book trailers. I believe a good book can do more good for one’s emotional well being than some other methods of therapy. Great fiction can make you forget (albeit temporarily) about your overdue mortgage, or your spouse’s threat of divorce. Great non-fiction can help you believe in yourself again (as in the case of self help), or move you toward that business dream (as represented in the Well Fed books). So by writing marketing copy for books, I am promoting the well being of others. Sounds corny–but it really is what I believe.
If anyone besides me also does this to make money, check out this new kid..Wordfruit.
Here’s a link to the terms: https://wordfruit.com/terms-and-conditions.php
The sign up form is here: https://wordfruit.com/apply.php
I went back and forth with the owner–the copywriters pay nothing, he says.
After viewing Peter’s presentation during International Freelancers Day 2010, I revisited this post (and the comments) and found new inspiration as to the WHY of my professional and creative writing pursuits. I am currently in a stage of development that has brought to a place where I’ve been re-designing and re-thinking my business and marketing plans in order to prepare for a re-launch of myself and my talents in the world of writing. The insights provided here have helped me to reconsider what I have done in the past, what I am presently doing, and what I will be doing in the future as I reconstruct and repackage myself. Thank you, everyone, for sharing your experiences, thoughts, and perspectives on the WHY of what you do. It has helped me highlight my own WHY.
Thanks for weighing in, Bonnie, and glad to hear this got your own wheels turning a bit. Good luck moving forward…
PB
I loved the video. In fact, I watched it twice, but let’s get real here, part of what he is saying is to use benefits, but in different words.
“People don’t buy from you because you have what they want; they buy from you because they believe what you believe. People don’t buy what you do; they buy why you do it. And if you talk about what you believe, you’ll attract those who believe what you believe.”
Sorry, but that is wrong.
We DO buy because of what they have.
People could care less why a business does it. We already know: Money and they get to work for themselves. Just like us here on this blog.
People buy because of what businesses (and us as writers) can do for them.
I’m a very good copywriter. I get clients because of what I do (I show them what I can do), not because of why I do it.
I think so many, including myself, are so caught up in his ability to give a great talk and tell stories, that once we step back and take a closer look afterwards at what he is saying, he isn’t exactly dead on, and, much of it is common sense that we do anyway.
He is just saying it in different words that has been said many, many times before him.
No? Yes?
Sorry if I have stepped on any toes here, but, folks, come on….
Joe Mullich said:
“To me, it’s really about passion. Passion is contagious. Passion is intoxicating. If you can honestly communicate your passion to potential clients, you’ll always have an advantage on those who are just communicating their skills.”
That’s it, right there.
Hey Perry,
My apologies for just now approving this comment. I simply missed it when it came in originally. I assure you, it wasn’t skipped because it was contrarian! We like contrarian here…;) Truly an error of omission, not commission.
Anyway, great points you make, and I get it. It is pretty slick stuff, and it’s easy to get caught up in that. But, as you point out, there’s no doubt that what he says as it relates to being passionate about what you do, and conveying that passion to client, is dead-on. We’ve all crossed paths with those who just love what they do, and it can be exhilirating to be around them.
And his Apple example did hit home with me. One could definitely argue that those people lining up at 5 AM to buy the first bug-ridden iPhones at a price 6 times what they’d soon be selling for weren’t just doing it because of what they’d created. But rather, because the Apple philosophy of innovation was their philosophy as well. But, I’d also agree with you that that same dynamic doesn’t apply in every other case (except the passion part, of course).
You’re right, people do buy from us for what we can do for them (or what they hope we can do for them), not necessarily what we believe. Though the stronger our belief in what we’re doing, as evidenced by that passion, the more compelling a case we’ll make for ourselves with that client.
Thanks again for weighing in with this. And again, apologies for my delinquency in getting into the conversation at the time.
PB