Franziska :Buon giorno and welcome back to Basic Bananas TV! We just finished our workshop here at our headquarters and I got a really good question asked by one of the businesses in the room. And that business asked, well how can I make accounting sexy? How can I make a service like accounting attractive to my market? It‘s a really good question and I answered it with a quote that I love using by a guy called Simon Sinek. He said, he‘s a leadership consultant in the U.S., and he says, “People don‘t buy what you do, they buy why you do it.” And we can apply that same concept in our businesses. So an accountant for example, we need to think about, well, what do people really want from you? What‘s the outcome? Most people, including probably you and I, don‘t wake up in the morning thinking, “Oh my god, I can‘t wait to calculate my GSD today.” The accountant, the bookkeeper, hopefully does. Now, because we don‘t get excited about the WHAT, we need to give our customers the WHY, the outcome. Now what‘s that in an accounting business, for example? That would be peace of mind. That‘s what they need to sell. They need to sell saving you time, they need to sell giving you control over your finances, also understanding helping you understand you finances. That‘s the WHY. The WHAT is their calculating the GSD, helping you with taxes, etc. But that‘s not what we want to buy. So our marketing needs to focus on the WHY, on the outcome of our service.

I want to give you one more example that I know will help you understand this concept that you can apply on your own business. That‘s why I love using that example. It‘s Harley-Davidson. When I asked what do Harley Davidson sell? A lot of people say, obviously, motorbikes. But that‘s not what they are selling. Harley-Davidson don‘t sell motorbikes. If they did, they would not be in business anymore because apparently, they‘re not the most incredible bikes out there. But what they do sell is freedom. They sell rebellion. They sell American dream. And that‘s what people buy. If they‘re focused on selling the WHAT, the motorbike, people probably wouldn‘t buy them because there are bikes out there that like the Yamaha and etc. I‘m not an expert here in motorcycles, but I‘ve heard so, but they‘re most probably better bikes. But they are still in business and doing really well because they‘re selling the WHY. They‘re selling the outcome of what happens when I own a bike. And they‘re so good at their marketing that last year when I was looking, I bought a little Yamaha and I was looking at, obviously, at motorcycles. I must have looked at some Harley-Davidson because I got followed around by a “nad?” when I was online and “that?” kept asking me to book in for a test ride to freedom. That didn‘t say book in for a test ride on a Harley-Davidson. No, they said book in for a test ride to freedom because that‘s what they‘re selling. They‘re selling the WHY and not the WHAT. So I‘d love for you to think about your own business. What is it that you‘re really selling? It‘s usually not the most obvious thing, it‘s usually not what you think, it‘s not the WHAT. Think about what‘s the outcome. What do people come to us for? And that‘s what you need to market and if you do that, you‘re marketing just becomes a lot more exciting, a lot more attractive, more people will be excited and attracted by it. Let me know how you go. If you know someone who has a business who would benefit from this tip, maybe you can even share it with them. I‘ll see you next time.