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Why ‘How To’ Is The Wrong Place To Start

I hardly ever write ‘how to’ posts, even though they are a great way to drive ‘traffic’ to your blog. If you want to do that, go write a great list post.

Focusing on the ‘how to’ stops you thinking about the why and the what first.

Most companies question, how they will get their product noticed, before thinking about why on earth it will matter to customers? In a world where we’re bombarded with messages that we can choose to ignore, more of the same in a brighter package or more colourful box isn’t what we’re searching for. It isn’t what we tell our friends about either.

If you haven’t seen The Greatest Movie Ever Sold watch this trailer, the toe curling moment comes at 1.00. You don’t ever want to be in the position of the poor Ban deodorant marketing executives.

When customers and investors (or maybe even you), don’t understand your story or how to communicate it, your ideas and your products blend in. Your brand fails to connect with your audience and they don’t have a reason to buy into what you do and why you do it.

When people really ‘get it’ your brand has the potential to attract investors, dominate a niche and reinvent a market. Communicating the essence of a big vision is what has always, and will continue to power successful brands.

When your brand story makes an emotional connection with your customers they’re more likely to spread the word about who you are and what you do. Your customers have a bond with your brand. They buy in.

Starbucks didn’t set out just to sell coffee at premium prices, their mission was to be ‘the third place’ and the Apple brand is built on so much more than the utility and specifications of their products. Your potential customer’s relationship with your brand will likely begin before they actually purchase your product. Just as the cover of the book frames the content before the first page is turned. Doesn’t matter whether you sell coffee, computers, a writing workshop, design services or even deodorant.

Brand leaders always ask ‘why this’ before they work on ‘how to’.

That’s why we believe in them.

Image by Walt Jabsco.

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