Brian Burkhart, founder of Square Planet, recently taught the Communicating & Presenting class for The Junto Institute. Brian came highly referred by several friends and colleagues and didn’t disappoint, generating the highest scores for our classes so far.
One of his key points (based on Simon Sinek’s “golden circle” concept) was that your best customers don’t buy what you do, they buy why you do it. Therefore, you should begin your communications with an “I believe” statement. Whether it’s a website, sales or investor pitch, job interview, or speaking engagement, starting with “I believe” helps explain why you’re doing what you’re doing and helps draw in an audience that shares the same beliefs (a.k.a. “target marketing”).
It’s quite a risk to take. Sharing what you believe makes you vulnerable, puts the focus on you not your product, and forces you to appeal to the few rather than appeal to the masses. And it’s really not that hard. Just ask the marketing folks at Amazon who designed their home page this week.