Simon Sinek - Ted Talk - How Great Leaders Inspire Action, Puget Sound, Washington: September 2010
I have included a link to Simon Sinek's Ted Talk, hover over the blue button above if you'd like to watch. It runs to just over eighteen minutes but it's fascinating. (if you're short on time watch between 3:20 and 4:35)
People don't buy what you do, how you do it or even who you are.
They buy why you do it.
Most of the 'About' pages I have read on business websites generally tell you two things:
Who we are and what we do
We are a leading tech company or
We are a funky, fun agency and we can write the best/most effective/awesome sales copy for your promotion
How we do it
We use cutting edge technology to improve performance and reliability of our computers
We only employ trained copywriters with relevant experience
Which is great, but not very inspiring...
What's missing is the 'why'.
This is what we believe makes us different.
We believe that words are a universal currency.
They tell the stories that show we care, that add value to others and make a difference in how we are viewed, trusted and engaged with.
We believe that everything we write should inform, entertain, educate or excite andevoke an emotional response.
Content marketers talk about B2C (Business 2 Customer) or B2B (Business 2 Business) but we believe they are missing the point.
When we write, we focus on P2P (Person 2 Person).
Those are the important conversations: humans talking to other humans and making a difference.