What is it that gets you out of bed in the morning?
More importantly, what is it that inspires you to be pushing the boundaries, testing your limits and striving to make a difference as a business owner?
The answer to this question is your ‘why’.
Of course, part of the answer as to why you’re doing what you do is to make a living. But there are hundreds of different, and probably much easier ways to earn a dollar than by striking out on your own as an entrepreneur.
Sharing the reasons that drive you beyond money can be one of the most powerful tools in building your brand and business.
Finding your ‘why’
What picks you back up when you get knocked down? Is it your family? Is it your past experiences? Perhaps you are driven by a desire to help others which is impossible to ignore.
To find your ‘why’, start by making a simple list. Write down those reasons for getting out of bed in the morning. It could be to provide a better future for your children, to continue your weight loss achievements or to spread the word about a cause you are passionate about.
Make some more notes. Why do you want to provide a better future for your children? Why do you want to maintain your health? Why is it so important that you make a difference to your community?
Your ‘why’ story will begin to emerge from your notes. It may have begun in childhood or it may have begun last year. It may involve a challenging experience, a moment of enlightenment or a major change in your career status.
An amazing example of a ‘why’ story is shared by property expert Ian Ugarte. Always ambitious, Ian was motivated to educate himself and build a positively geared property portfolio. He managed to do this so successfully that he was able to quit his job and live off his investments, while supporting his wife and family.
Despite achieving what most people would define as ‘success’, Ian woke up one morning feeling incredibly depressed and unfulfilled. It finally dawned on him that his wealth counted for nothing if he wasn’t giving back. This led him to found Small is the New Big, a business which helps property investors while addressing Australia’s affordable housing crisis.
Sharing your ‘why’
The above ‘why’ story is an excellent example of how you can share your purpose as a way of attracting not just customers but also media attention. Ian and his business have been featured across numerous publications, and he now sits on several sustainable housing boards.
Once you have your own ‘why’ story, don’t keep it to yourself! Add it to your website, your social media and anywhere else people go to find out more about your business. You can do this in writing, through a photo gallery, or even through a one – two minute video.
Your ‘why’ story doesn’t have to be long, it simply has to explain the motivation behind what you do in a way which will appeal to your user or viewer.
Why ‘why’ matters
By sharing your ‘why’ story, you are providing your customers with more motivation to do business with you. This is for a couple of reasons.
Firstly, if you are choosing between two very similar businesses, with very similar prices and products, you need a factor which will tip the balance one way or another. A compelling ‘why’ story can make this difference between you and the competition.
Then, by sharing your ‘why’, you are allowing your potential customers to get to know you. They can see beyond the logo and the hard sell to gain a picture of someone who is motivated by more than money.
It is human nature — when you feel as though you know someone, you want to support them. If your customer reads your story they will form an instant connection with you on a personal level and feel more positive about buying from your business.
Creating a ‘why’ story shouldn’t take much thought as you probably already know your reasons for being in business. Getting it out there shouldn’t be a big deal either and it will pay dividends in the form of more customers, who know what you are about and wish to support you.
