So I just finished up reading the book Start with Why by Simon Sinek, and I have been thinking of how powerful it is when it comes to influence and persuasion.
Start with why is all about inspiring people to take action, and actually speaking to them not logically, but emotionally.
The key premise of the book is that basically every company doesn’t start with why, they start with what. If you know ANYTHING about sales, the first thing they always teach you is the difference between what?
Features and Benefits!
Simon’s whole point is that companies always start by saying what they do and how they do it and then maybe, just maybe they will say why they do it.
Companies like Apple take the reverse approach. They tell you who their product is for, and who it isn’t for. This is what we’re all about- take it or leave it.
Their whole company is based around breaking free from the status quo, and apparently a lot of people identify with that.
Now when it comes to convincing people to do the stuff you want them to do, like buying things you are selling…You must understand their why.
You have to ask questions in a way that allow them and you to discover why they truly want what you’re selling.
Something that marketers have discovered a long time ago is the power of the reason why. If you have a sale on, for whatever reason we find it much more compelling to know reason behind it ( and it can be any reason).
For example: We’re having a fire sale, everything is being sold off because we are going out of business! Our creditors are breathing down our necks and it all has got to go.
Or- because it is my grandmothers 96th birthday, I am selling these widgets for 30% off for the next three days! Happy birthday, Grandma!
There was an earthquake in Japan that has been temporarily halted ALL production of Honda CRV’s, because we have no idea when we will get a new shipment in, we are now offering them for the low price of bla bla bla…
Make sense? Great.
Charlie Munger has compiled a list which he calls the psychology of human misjudgement, otherwise known as the 25 cognitive biases ( if you’re a Tai Lopez fan, you probably have heard of them before).
It’s essentially a checklist that describes well…why we make bad decisions. Charlie has included this reason why, it is aptly named the Reason-Respecting Tendency.
The key to using this reason respecting business all comes down to one word.
Because is the magical little word that will help you get what you want.
Because…whenever you want someone to do something for you, you should always, always, ALWAYS- tell them the reason why.
But don’t take my word for it, run a little experiment yourself…
Try asking people for a favor with no explanation behind it
For example: hey can I borrow your car? Or hey can I borrow $100?
After that, try asking it again but this time tell them why you need it.
Try this: Hey can I borrow your car? Because I need to go to the bank and do bank things. Hey can I borrow $100? I need it because yada yada yada.
To come back to Simons book, he explains how the different parts of the brain are involved in the decision making process. There are two main parts: the neocortex and the limbic system.
The neocortex is what basically every company out there tries to appeal to. Evolutionarily speaking, it is the youngest part of our brain. It’s responsible for critical thinking, problem solving, and logic overall.
The problem is, our decisions actually come from the instinctual limbic system ( think fight or flight). Simon explains that the limbic system is actually non verbal. When we have a gut decision we might say ” I feel like this is the right thing to do”. That’s accurate because the limbic system is also responsible for feelings and emotions.
To get an idea of what he means, take his example:think about being in love with someone and then ask yourself why do you specifically love them? Our brains will rationalize the answer to something simple like ” oh he’s funny, she’s smart and nice” etc. This of course isn’t the real answer because there are plenty of funny, smart, nice people out there.
So what practical application does this have? Well if you’re selling something, you need to bypass the neocortex and speak directly to the limbic system. The reptile brain.
Of course logic plays a part. A strong logical case is important to prevent buyers remorse. It will help your customers rationalize those buying decisions that were originally made based on emotions and instincts.
Thinking in terms of why will not only make you more persuasive and influential, but a much more powerful communicator as well. Now that is something that everyone can benefit from.
Anywhoo, enough of my rambling
Check out the book below, it’s a good read.
Until next time,
P.S- If you’re interested in creating an online business, check out the link for Russell Brunson’s book: Dotcom Secrets on the sidebar of my page. It’s free, you just have to pay a little bit for him to ship it to you anywhere in the world.
Russell is a super successful internet entrepreneur who has created numerous businesses including Clickfunnels.
In his book, he breaks down exactly how you can create an online business too.
It’s a must read if you want to be taken by the hand and shown how to create a successful funnel to sell your products or services.