The most important part of your business has nothing to do with your product, creating content or getting traffic...

We are not here to sell a product. We are here to create a movement, change people's lives and sales will follow.

Our role is to figure out this missing piece: How do we create a movement that will change people’s lives?

For customers to be able to self-identify with your movement, they need to have an “I am” statement that quickly describes who they are.

First I want you to watch the above video.

It explains why you buy an MP3 player from Apple but not from Dell. Here is an excerpt.

“The goal is not to sell to people who need what you have, but to sell to people who believe what you believe. The goal is not just to hire people, but to hire people who believe what you believe.”

Regular advertising:

“Here’s our new car. It gets great mileage, it has leather seats. Buy it.”

vs Apple’s advertising:

“In everything we do we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Wanna buy one?”

If you want to inspire people, you need to create a brand. You need to create a certain "charisma".

Before you write one more word of content, formulate the Why of your business.

Why you do what you do. Here is an example:

On September 12, 2007, for the first time in 13 years, Walmart introduced new advertising with the slogan, "Save Money Live Better," instead of "Always Low Prices, Always."

Do you feel the difference?

Come up with the sentence that explains your why.

You don't just want people to follow you and sign up for your list.

You want people to believe what you believe.

Practical Task:

Come up with the sentence that explains your why.

Come up with the sentence that explains your why.

Your Why should address your target audience and the result they want to achieve.

Example: We believe that all website owners deserve a fast, inexpensive VPS.

Your Personal Story

The next step is to design your personal story.

Because your story is your main message, it's very important to the results that you're going to get — for your ability to enroll clients, to market online, and for your ability to just create something that's authentic and real to you.

Let's see Walmart's story.

What started small, with a single discount store and his Big Idea of selling more for less (the trigger), has grown into the largest retailer in the world over the last 50 years.

Walmart as we know it today evolved from Sam Walton’s goals for great value and great customer service. “Mr. Sam,” as he was known, believed in leadership through service. This belief that true leadership depends on willing service was the principle on which Walmart was built, and drove the decisions the company has made for the past 50 years.

Inspired by the early success of his dime store, and driven to bring even greater opportunity and value to his customers, Sam opened the first Walmart in 1962 at the age of 44 in Rogers, Arkansas.

Sam's competitors thought his idea that a successful business could be built around offering lower prices and great service would never work. As it turned out, the company's success exceeded even Sam's expectations. The company went public in 1970, and the proceeds financed a steady expansion of the business.

Sam credited the rapid growth of Walmart not just to the low costs that attracted his customers, but also to his associates. He relied on them to give customers the great shopping experience that would keep them coming back. Sam shared his vision for the company with associates in a way that was nearly unheard of in the industry. He made them partners in the success of the company, and firmly believed that this partnership was what made Walmart great.

Create your story, share your vision.

Once you have your why and your story, you will feel and communicate a certain emotion. What your followers feel is a lot more important than what they think rationally. The feelings you ignite in them determines whether or not they will buy your product. It's that simple.

Practical Task:

Write down your origin story.

Think over the path you went through when you created your system, whatever it is.

Inspire & Guide People To Achieve Something