Simon Sinek said, “People don’t buy WHAT you do or what you are selling; people buy WHY you are doing what you are doing or why you are selling what you are selling.” They are buying your story. Let people in as to why you created the company you created and you will find that people want to participate in your success.
Girl Scout Cookies are actually a prime example of this principle. Although we can all claim a favorite, (or two); in actuality, Girl Scout Cookies are not the best cookies any of us have ever had. I mean, think about it. They aren’t fresh, they have been packaged a while sitting in those massive warehouses, (sorry, I’m not trying to ruin the dream, and trust me, I have sold and eaten my fair share of cookies), and they are more expensive than many other cookies.
But…… they do have a great story. Everyone loves that they can help a girl scout out, and the money goes to a good cause. They help girls build leadership skills, they help keep the troops financially healthy, they enable every girl to become a girl scout regardless of financial ability. And we have bought the dream and gotten caught up in their marketing campaign of scarcity. Once the selling period is over, it’s over, so better get your cookies now!
So what are you selling, and more importantly, WHY?