The WHY       Workshop Creating Emotional Connections that                 KeepProspects and Clients Close and Coming     ...
Who am I?
Why are we here?
Emotional         CommitmentThe point where your audience no longer needs to    decide between you and your competition.  ...
My brother Matt...
Matt is Emotionally Committed to BMW
Have you met Cubby?Cubby is Emotionally Committed     to some baseball team.
Humans are wired to make decisionsemotionally then justify with facts.
The Emotional Equation Primary               Secondary                                                 Relevant Emotional ...
Primary      SecondaryEmotional     EmotionalConnection   Connection
People don’t buy what you do.   They buy why you do it.
StartWithWhy.com
How most companies talk:What they do:We make great computers.How they do it:They’re beautifully designed, simple to useand...
What if they communicatefrom the inside out?Why they do it:Everything we do, we believe inchallenging the status quo. We b...
An Example:Cantaloupe’s WHY Statement We believe in creating emotional connections through authentic storytelling by creat...
A video recap for our home audience...                                         http://bit.ly/Ug4oL0
Jon DiGregory          Cantaloupe.tv    cell: 317.361.9450getjon@cantaloupe.tv      @cantaloupe_tv      #WhyWorkshop
The WHY Workshop                            Jon DiGregoryMBO 2012                                   cell: 317.361.9450#Why...
2012 MBO :: The WHY Workshop :: Cantaloupe.tv
2012 MBO :: The WHY Workshop :: Cantaloupe.tv
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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." getjon@cantaloupe.tv 317.594.9999

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2012 MBO :: The WHY Workshop :: Cantaloupe.tv

  1. 1. The WHY Workshop Creating Emotional Connections that KeepProspects and Clients Close and Coming Back
  2. 2. Who am I?
  3. 3. Why are we here?
  4. 4. Emotional CommitmentThe point where your audience no longer needs to decide between you and your competition. Once achieved, It’s always you.
  5. 5. My brother Matt...
  6. 6. Matt is Emotionally Committed to BMW
  7. 7. Have you met Cubby?Cubby is Emotionally Committed to some baseball team.
  8. 8. Humans are wired to make decisionsemotionally then justify with facts.
  9. 9. The Emotional Equation Primary Secondary Relevant Emotional + Emotional + Online Connection Connection Distribution Gut feeling The details No matter how great your video How decisions are The facts & figures is, it won’t do made that justify your anything unless “feeling” it get the right Takes place in the messages to the limbic brain where Doesn’t resonate if right person at there is no PEC hasn’t first the right times language been made with the right intensity. Can’t describe why this just “feels” right
  10. 10. Primary SecondaryEmotional EmotionalConnection Connection
  11. 11. People don’t buy what you do. They buy why you do it.
  12. 12. StartWithWhy.com
  13. 13. How most companies talk: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.
  14. 14. What if they communicatefrom the inside out?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 productsbeautifully designed, simple to use, user friendly.What they do:We just happen to make great computers.
  15. 15. An Example:Cantaloupe’s WHY Statement We believe in creating emotional connections through authentic storytelling by creating and distributing relevant online videos.
  16. 16. A video recap for our home audience... http://bit.ly/Ug4oL0
  17. 17. Jon DiGregory Cantaloupe.tv cell: 317.361.9450getjon@cantaloupe.tv @cantaloupe_tv #WhyWorkshop
  18. 18. The WHY Workshop Jon DiGregoryMBO 2012 cell: 317.361.9450#WhyWorkshop www.cantaloupe.tv getjon@cantaloupe.tv

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