One of the most defaulted statement in recent times about owning a business is “the recipe for success is money, the right people, and the right market conditions,” due to the shift in paradigm of things in 21st century. The process of having a successful business life now starts with BUILDing, and when you build, you need to know the “Why”, the “How to” (Manifesto), and have a supporting story framework.
In the next session of this article, we are going to look at each stage and how best to utilize them for successful business journey.
Knowing the “Why” (Simon Sinek effect)
Starting the process of building a business does not come with “What” to produce or “How” to produce or sell it, it should begin with the reason for going into business i.e. the passion behind starting out and that is the “Why”. It is common in many marketing propositions to see the organization of our convictions coming from what we do to how we do it, and then to the reason we do it.
On the other hand, innovative and leading brands communicate with the “Why” first i.e. from the reason they do what they do, to how they are doing it, and concluded by what they are offering (which serves as a product of their “why”).
Simon Sinek, a British-American author, motivational speaker and marketing consultant, said while explaining why businesses fail, that people don’t buy what you do, they buy why you do it. The more reason you need to sell your “why” to the people. When your target audience see your reason, and it connects to their rational side, they develop reasons from your “why” to get what you are offering.
“The goal is not to do business with everybody who needs what you have, the goal is to do business with everybody who believes what you believe.” “If you talk about what you believe, you will attract those who believe what you believe,” he said.
“What” – Business Manifesto (Gary Vaynerchuk effect)
Knowing deeply down your mind why you want to venture into a business would lead you into the procedures of how to start. To simply put, you need to know what you want to do and develop a deep passion for it. The “What” is the exact thing that carries the message of your reason “Why”.
For example, you may want to go into Teen wear, it does not end with identifying that you want to sell Teen wear online, you need to get yourself inclined with different types of teen wear, what they love to put on during different seasons, know what they put on to different occasions, etc. This is one thing that would help you in understanding the market you are going into, how it works and how you can penetrate the competition.
Then, you move on to communicating to your audience. This is the “How” question. How do you get it across to your target?
“How” – Marketing Message (Storybrand SB7 framework)
This is the point you know the appropriate channel to convey your marketing message. But before then, you need to know your Pillar Content i.e. the solid platform that all your messages would fall back to. It is always the true of your business.
Then, you make use of a Brand Story by starting with clear and compelling messages that would spread as fast as wildfire. After which you imbibe a strategy that works; you may gather this from story masters and their different secrets of telling stories that have been working for them for centuries. Which you will then fashion into a repeatable framework with proven filter to give clarifications to all your marketing materials.
In conclusion, the use of Digital Marketing Agency will not be a bad option to be able to know the accurate marketing funnels, messages and channels that would make up your brand story.