The Wright Brothers, Success and WHY To Start With WHY

Product Launch Start with Why


People buy from people not businesses. They buy because something inside feels it is the right thing to do. They buy because during your product launch you have established the triangle of trust. You have proven that you are a credible expert authority who is a likeable guy, just like them. It’s a gut feeling. It has little to do with the list of features included in your product. They are just the ‘WHAT they are buying’ which will later justify the buying decision.


People buy because they believe that they are making a good decision. They buy because in owning that product or service, they  say something about themselves. It is a sign that shows their friends and colleagues what ‘tribe’ they belong to.


Are you a ‘Mac Person’ or do you fancy yourself to be a ‘Droid? Whichever, owning the appropriate gizmo tells people you meet something about you. Knowing this, you immediately want to reverse engineer this simple but powerful model and put it to work in your business


Online marketers are always told to explain the ‘WHAT’ and not the ‘HOW’ when they are giving great value during product launch events and there is a reason, of course. The theory goes that your prospect will then know exactly ‘what’ he is buying and that will be enough to convince him or her that you are offering a good deal.


But the problem is that he still doesn’t know ‘WHY’ because  you haven’t given him something to believe in yet. Simon Sinek codified all this is in his book “Start With Why” and gives two examples…


In the first he asks, why we are happy to buy Ipods, Iphones, Ipads and Computers from Apple and not Dell for instance? Apple has no special access to the best designers, the best engineers or even the best ideas. And yet, they attract the brightest minds and we feel comfortable buying these very different products from them.


The answer, of course, is in Apple’s marketing strategy. They don’t focus on the ‘what’ or the ‘how’. They focus on the ‘why’ by saying “In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we do this is by making beautifully designed products that are easy to use. We just happened to make great computers, do you want to buy one?


They start by telling us what they believe in. That allows us to instantly get the gist of what owning such a product says about us too. And if we like that message we are more than happy to be identified as a believer as well.


The way they convey this message is through expertly managing each product launch they do. They have a process. It’s the same every time. It works like gangbusters. It is not exclusive to them either. But it won’t work so well for you, if you don’t tell your market a compelling story about what you believe in.


The second example, he gives is all about Orville and Wilbur Wright who, you will recall, were the first to prove powered flight was possible. They were not college educated. They had a shoe string budget and certainly had no media attention, until the big day that is. And yet they succeeded because they had a cause. They believed in what they were doing.


If you want your core audience to buy your product or service, they have to believe in you first. Just doing what you did last week or last year is not enough. The world we live in is evolving quickly. We are likely to see monumental changes in the very near future. Staying in the game requires that you change too.


You want to engage your market. You want your message to resonate with them. You want them to identify with you and believe in you and the way to do this is through the power of storytelling. They will remember your story long after they have forgotten that dry list of features because you started with WHY…


The whole purpose of your launch story is to get your marketplace, your prospects, your clients, to believe in you. Then they will listen to your advice and respect what you say. Then They will accept it and then tell their friends.


This is really important because getting your prospects to understand and get clarity on the ‘WHY’  has to become before they will suspend their cynicism.


Many entrepreneurs think business is about their products and the benefits they offer their prospects. That’s a mistake. One of the best ways to connect with your market is through your product launch story which is also your personal story and their’s too. It’s a powerful tool that can create lifetime relationships if you do it right.


And that’s what we’re going to cover in your next issue…


If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost.  The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients.  We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now





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Rory Ramsden