Your Why: The Cornerstone of Your Content

In my last blog post, I showed you how to create a character sketch for your customers to help you understand them better. better. This week, I’ll show you how to create a character sketch for yourself so you can understand yourself better, what inspires you in your business. For this character sketch, you’ll ask yourself four questions. We’ll deal with the who, what and how questions in the next blog post, but we’ll start with why.

This is a picture of the cover of the book Start With Why. The words Start With Why are written in bright red uppercase letters on a white background. Copyright, Simon Sinek

This is a picture of the cover of Start With Why, a well known business book that inspires you to find your motivation.

Start With Why is actually the name of a well-known business book by Simon Sinek, who argues that knowing why you’re in business is the foundation for your success. It’s the spark of inspiration that gets you up in the morning and keeps you going on grey days when nothing is happening. It’s your purpose. It’s what gives you meaning in your life. It’s the reason you’re doing all this hard work in the first place.

Resonating With Customers

There are two powerful aspects to your why that will resonate with your customers – the good you do for the world and the good you do for yourself. It’s true that we set up in business to make money, but truly successful businesses do good for the world. It doesn’t have to be world peace. You can make people’s lives better in all kinds of small but valuable ways.

This week, I heard a presentation from a solicitor. The role of a solicitor is seen as a traditional one, one that follows well established practices. And most solicitors will offer similar services. But this solicitor electrified the group – because of her why. Maria O’Donovan is a family law solicitor who puts empathy for her clients at the heart of her practise.

Maria’s mission is to lighten the emotional burden that clients feel when they’re in difficult family situations, so that they’re ready for the legal battles that lie ahead. That’s a powerful why. She even keeps a list of counsellors at hand that she can refer her clients to if they need it, which shows that she’s breaking the mould.

If you want to create a compelling why statement yourself, you can sign up to my content training course.

What Motivates You

It may seem a little selfish to talk about the good you’re doing for yourself, but your customers will be interested in the human being behind your products. You can share the passion that led you to set up your business or your interest in coming up with innovative solutions to people. Maria O’Donovan chose to specialise in family law because personal experiences in her own life gave her a unique understanding of what her clients faced. That will resonate with people who need to find solutions to complex family issues. They’ll identify with her and trust that she can help them through their difficulties.

So, what do you do with this why when you’ve identified it? You turn it into a mission statement for your business. In that mission statement, you set out the goals you want to achieve for your customers and the values that you want to live by. The values are the things that give your life meaning and purpose. When your mission comes from your heart, it will truly resonate with customers and they’ll be drawn not just to your brand, but to the person behind the brand.

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