Why Start With ‘Why?’
In this TED talk, How Great Leaders Inspire Action, Simon Sinek points us to the power of ‘Why?’
In a nutshell, his argument is that most efforts to lead — to persuade or inspire or attract others to follow or invest in what we are urging — begin at the wrong end of the communications process.
What we do most of the time is begin with ‘What’ we want others to do, then progress to ‘How’, and then maybe to ‘Why’ — that is, if we haven’t already failed to engage our audience, market, or prospects.
But if we lead with ‘Why’, we are tapping directly into motivation, belief and emotion … and if we are aligned with our audience at that level, the rest has a great chance of following successfully.
As a psychologist might say … We are enabling them to self-actualize. Or paraphrasing Sinek: What we do in common is proof of what we believe in common.
Sinek delivers his message with gusto … and he’s quite persuasive. As he says, Martin Luther King orated: “I have a dream!” Not: “I have a plan!”
In essence, he’s delivering an insight all good fundraisers, and especially copywriters, should hold dear … lead with emotion. Donors respond to ‘Why’ … ‘What’ is along for the ride.
Sinek just has a different way of saying it. I urge you to take a look.
Then take a fresh look at your fundraising messages … do they begin with ‘Why’?
Tom
P.S. Thanks to Dana Heter at DirectStrategies for the pointer. Says Dana: “[This video] will certainly inform, if not change, your understanding on how donors make decisions about giving to your organization. It’s a must view … but only for those who are ready, willing, and able to embrace change. “
One response to “Why Start With ‘Why?’”
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Brilliant minds think alike!
I posted on this very subject, with a link to the very same TED talk, just yesterday. Take a look!
http://www.clairification.com/2013/11/19/warning-your-donor-doesnt-care-about-what-you-do/
I also offer a “recipe for success” — offering some tips on what to do to assure you speak to donors in their language. If you want supporters to follow your nonprofit’s dream, you have to share that dream. Not facts. Not plans. Visions.