13 Aug Start with WHY when creating your content
Content remains the number one struggle for our clients. You know you need a website, you know what you do, you know you need to ‘get it out there’ – but actually writing the content literally tortures people. And I’m not talking about blogging neither, I’m talking about the actual content for the pages – for example the services you offer, or your About page.
Why is it so damn hard?
Whenever I am asked a tough question – about anything, business or personal – I always try to go back to the “why” of it all. WHY. WHY is this a problem… WHY do I do what I do… WHY does what I do matter… WHY is my client doing things the way they have been… WHY is it so hard to write website content…
I believe you can’t get to the root of any problem without knowing the Why, and this can be an excellent prompt when it comes to writing the content for your website (aside from its usefulness outside of the office).
This is the core belief of the business. It’s why your business exists. Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
This is how the business fulfills that core belief.
This is what the company does to fulfill that core belief.
Step back and use “Why” to think about your own business – do you know your company’s “why”? (Hint: It’s not to make money). Think about the core purpose of your business, and then think about how you market your products or services. Are they aligned?
Understanding “why” is essential to knowing how to communicate “how” and “what” you do.
Simon Sinek, author of START WITH WHY, says
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
The next time you’re networking, writing an email, a blog post, or a landing page, start with “why.”
You see, “why” explains the underlying value of what you’re promoting.