2012 mbo :: the why workshop :: cantaloupe.tv
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Cantaloupe Founder and Evangelist, Jon DiGregory, hosts an interactive, mostly lecture-free session at the MBO to help you put your WHY into words because "nobody buys what you do; they buy why you do it." [email protected] 317.594.9999TRANSCRIPT
The WHY Workshop
Creating Emotional Connections that KeepProspects and Clients Close and Coming
Back
#WhyWorkshop
Who am I?
Why are we here?
Emotional Commitment
The point where your audience no longer needs to decide between you and your competition.
Once achieved, It’s always you.
My brother Matt...
Matt is Emotionally Committed to BMW
Cubby is Emotionally Committedto some baseball team.
Have you met Cubby?
Humans are wired to make decisions emotionally then justify with facts.
SecondaryEmotionalConnection
RelevantOnlineDistribution
The Emotional Equation
+
PrimaryEmotionalConnection
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Gut feeling
How decisions are made
Takes place in the limbic brain where there is no language
Can’t describe why this just “feels” right
The details
The facts & figures that justify your “feeling”
Doesn’t resonate if PEC hasn’t first been made
No matter how great your video is, it won’t do anything unless it get the right messages to the right person at the right times with the right intensity.
PrimaryEmotional Connection
Secondary Emotional Connection
People don’t buy what you do.
They buy why you do it.
StartWithWhy.com
What they do:We make great computers.
How they do it:They’re beautifully designed, simple to useand user friendly.
Want to buy one? Meh.
How most companies talk:
Why they do it:Everything we do, we believe inchallenging the status quo. We believein thinking differently.
How they do:We challenge the status quo by making our products
beautifully designed, simple to use, user friendly.
What they do:We just happen to make great computers.
What if they communicatefrom the inside out?
We believe in creating emotional connections through authentic storytelling by creating and distributing relevant online videos.
An Example:Cantaloupe’s WHY Statement
www.cantaloupe.tv
Jon DiGregorycell: 317.361.9450
The WHY WorkshopMBO 2012#WhyWorkshop