Forget the sales pitch. Try this instead.

I don't know about you, but I'm not a fan of a sales pitch. Maybe it comes from working in marketing for so long, but I can see straight through it - and I'm positive your audience can, too.

So how do you motivate and inspire people to follow you, work with you, buy your products or engage your services without feeling like you’re selling your soul?

Simon Sinek started a framework called The Golden Circle (watch his TED talk) and he turned the tables on how we communicate our value.

The reason a sales pitch doesn’t feel good is because we start by telling people WHAT we do. But what if we started with WHY we do what we do instead? It completely changes the tone of our story and it becomes a conversation.

The magic of starting with why is that it helps us connect with our audience. This isn’t about money, it’s about purpose. And it’s the purpose that will get buy-in from your audience. This isn’t trickery or talking someone into spending money with you. It’s about creating a genuine connection and giving them a reason to follow you or come on board your journey.

Most creative people in the world do what they do because there is a passion and purpose behind it. Tell this story and you will gain an audience who are there for all the right reasons - because people don’t buy WHAT you do, they buy WHY you do it.

The Golden Circle

1. Start with WHY
Why do you do what you do? Why does your creative business exist?

2. Move to HOW

How do you do what you do? How does it set you apart from your competition?

3. End with WHAT

What products or services do you offer? What is you or your teams expertise?