In this digital age of fast talk and sound bites, we often have little time to cover all the features and benefits we offer. So how do we grab the attention of our customer and ensure that our message is being heard?
The answer is simple. We market to the heart. Once we do that successfully, we can talk about all the features and benefits we want.
In 2012, IHRSA keynote speaker Simon Sinek addressed this very concept: “People buy ‘why’ you do what you do,” he said. “And that comes from what you believe.” I like to think the “why” comes from your own heart or the heart of your business. If you figure out your “why,” you can begin speaking from that place consistently.
Right after that IHRSA conference, we came back to our club and gathered together to define our “why.” What we came up with was our new tagline — the one that we still use today, and probably will forever. That tagline is “making lives better.” Everything we do starts with one idea: How are we going to make your life better?
Is it through gaining a better looking body, having a healthier body, developing a better frame of mind, having more energy, feeling healthier, improving biomarkers, making more friends, spending more time with family, learning more about healthy living, having a place to enjoy friends? The possibilities are endless.
With our raison d’être (reason for being) now defined, we could begin selling to the hearts of our members. When they know that we do this for one reason and one reason only — to make their lives better — now we have touched their hearts. Who doesn’t want to have their life made better?
I encourage you to figure out what your “why” is and start telling your members. They will respond in that emotional part of their brain (the limbic brain — responsible for feelings) that drives all human behavior and decision-making. Your “why” will touch their heart and influence their actions. And that is, after all, our goal.
Linda Mitchell is the director of public and government relations for Newtown Athletic Club. Email her at linda@newtownathletic.com.
