Why an Electrician…

Transcript

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Why an electrician? Hi guys, James Rest here from Marketing Secrets for Electricians and today I want to ask you a question. Do you know why you became the electrician that you are today and are you talking about it to your customers so they can resonate and connect with you about your why? So let's look into that. That's the question.

Join me and follow along as we search for the answers. My name is James Rest and welcome to Marketing Secrets for Electricians. Essentially, we're going to be discussing today his concept because it's quite a powerful one. However, I did not get it back then. I didn't understand the power of it.

I watched the video and essentially he talks about his golden circle where on the in the inside, like a darts board at the center, the bullseye is your why and you start there. It's the why your business exists in the first place. Second level is the how your business fulfills on that core belief. And then there's the what the company does to fulfill that core belief. And while it was an interesting concept, I didn't really grasp the power of it until recently when I was talking with a friend of mine and he said, I'm reading the book.

Start with why? I was like, ah, it sounds familiar. So I ended up researching it and actually getting an audible so now I can listen to it while I was driving. And that way it basically didn't take up any extra time, but I could absorb the core belief. Now, some of the stories that he shares raised some good points.

For example, all businesses have access to the same resources, the same text, the same everything, essentially. So why do some succeed where others don't? And 90 percent of businesses fail in the first five years. And why is Apple? He uses Apple as a good example.

Why is Apple so innovative compared to other companies? There's like many other companies out there that build phones and yet Apple seems to stand out from the rest. And he goes on to talk about that Apple has a strong why they talk about their company. They do this by resonating or with their marketing. They say their why first.

It's like everything we do, we believe in changing the status quo. We believe in thinking differently. The way we change the status quo is by making our products beautifully designed, simple to use and user friendly. And they just happen to make great computers. So that sentence started with why was most people or most companies start with what or how or what we do.

We make computers how we do it. We design them really well. The way you communicate your marketing message has a huge difference in the way the customer connects to your business. If you look at and let's first look at IBM, it's a computer company. Their marketing or their message starts with the what what they do and the how and not the why.

So for them to go into any other industry, it's quite challenging because you're a computer company. Why are you doing this? Well, you're a software company. Why are you doing this? So why gives you the flexibility or essentially given Apple in this example, the flexibility to break into multi multiple different industries because it's a software company essentially.

But it builds phones, it builds computers, it builds a software. It has iTunes. So there's all these different aspects to it. And customers love them because they can resonate with the why they can connect to the why. Another example he goes through was the Wright brothers.

Now, most people don't know, but the Wright brothers had a competitor and the competitor is an unknown German. Well, I can't remember his name. But the Wright brothers, brothers, they invented flight. They were the first people to fly. Now, the competition at the same point in time had all the resources available, had lots of funds, had all this stuff, had all the like technology to do or to create flight.

However, their leader was someone who just wanted fame and money. And that's all he was in for. Whereas the Wright brothers, they were dedicated, they had a passion, they had a why they knew what why they were doing the thing that they were doing. They were inspired to do the work. And that led them to basically do something that money and fame can't do inspires you.

You're going to get more from the workers. You're going to resonate with people on a much deeper level. You have the why. Because Simon's argument is customers don't buy what you do. They buy why you do it.

So that's a that's a key thing. Customers don't buy what you do. They buy why you actually do the thing. So in that case, that got me thinking, OK, as electrician, I was talking about or we talk about just, hey, I do this. I do that.

I install lights. I install switches. I install power to your home. But have you ever stopped to think about why do you do that? Say you like smart wiring and you want to wire up the home or you like to install fire systems or whatever the thing is you do in the electrical field.

Have you thought about why you're doing it? And it helps to go back to where this first began, where you first found that interest in electronics or electrical work or where it was. And for me, I like to essentially build things with my hands and, you know, I had the little circle boards at school and you could turn them on and light up and do all sorts of things. And I enjoyed that. That was fun.

It made my day to do that type of stuff. Now, this isn't essentially my why, but it's my wise starting point, because what you need to do to identify your why is to go back and find stories from your past that you have found, moved you, that touched you, that like you feel emotionally connected to for a certain reason. And so what I'm doing with a couple of people at the moment is we're pairing up and we're going to discuss or capture these stories, essentially go back and just jot down some ideas of our past and what these stories meant to us to try and figure out and why we're why we're here doing this particular thing. So we can use that in our marketing for electricians. So I'm going to gather these stories and share them in pairs.

And we're going to. So they're going to share their story. I'm going to share mine. And from, say, five to 10 stories, however many you jot down, you want to highlight the top five or from that and gather a theme. And you want to see the thing that I see is that the theme that my friends seem like.

Do they do we see the same thing? The same thing is a slightly different and you can discuss it and you can identify the theme and then you can draft a why statement. And from there, you can start to identify this why. So why do the thing in your business? And then you can refine it.

So you just want to draft so you can refine it. And there's a there's an actual book. So Simon also has he's got a team now. And what I love, I was talking about a value letter before in one of the previous episodes, his team has created like or his company has created a value letter for him. So you can watch the TED Talk on YouTube.

I'll paste the link in the comments and then you can get his books. So he's got a couple of books out there. You can read about that and then you can go on to get his course on his website. And as you go up, it costs a bit more. And I believe you could probably hire him for coaching to help you put why or install why in your business.

So you can see how he's gaining the trust and he's talking about why. So his why is to inspire others to inspire others to help inspire others change the world or something like this. And that's made him and his message super strong. If you think about this, the average or the how many electricians or marketers like how many people are there doing? One thing.

So there's thousands upon thousands. However, you have a message, a strong message that people resonate with. In this case, the why for him, he's a marketer. He stands out. I'm not talking to you about any other marketing people right now.

This is one person and one reason, one message. Now, because of that, he stands out. His his message got on TED Talk and it got shared across everywhere. How can you take that to find what your why is so that you can use it as a first thing in your messaging or your marketing to your customers so they can resonate with you and you can build a fan base and even share your why. So they were like, I believe in what this nutrition does and they share you with others.

They're more likely to share with you, share them with you, share you with their friends. And this is the core belief that Simon is sharing. So the challenge for you today is to find your why. It's going to take basically a weekend to find your why. So pair up with someone, book a time to do this, get Simon's book.

He actually has a book, Finding Your Why, where his partners have created a another book that walks you through the steps exactly you need to do in order to create your why. And I've kind of run through that here. So you find your partner, you gather the stories, you share the stories, you identify the themes in the stories, you draft your why and then you refine the why so you can then use it in your messaging. Take the weekend, take some time to do this because this is the, for me, I believe a key feature to start marketing for any business and you can use it in your business to help stand out. It's just one of the pillars that you can use and the more of these kind of pillars that make you stand out.

So you push yourself away from the crowd of electricians and stand out on your own, which is kind of opposite to what society teaches us. They teach us to wear the same shoes, clothes, go to school, ring the bell. Well, as marketers, you want to stand out. You want to be different. You need to be different if you're going to survive.

So starting with why is a good reason to do that. And it took me a while to see that. Hopefully by sharing this podcast with you, you're able to maybe identify that there's actually a lot of value in that and able to use that in your marketing. So that being said, if you want to talk about your why, go to the Facebook group Marketing Secrets for Electricians and let's discuss what your why is because everybody essentially should have or really will have a different why because we're all different people striving for different things, wants and needs. But yeah, come check it out.

Marketing Secrets for Electricians and talk to you soon. I'm going to send them your way. However, in order for me to send them to you, I need you to reach out to me. So you need to go to find electricians near me.com and you opt in. You let me know your electrician.

You let me know the suburb, what jobs you want. I'm not going to guarantee you anything. However, when jobs come in and I get work because we're going to get work, I will send them to you for free. Now, you might ask, why am I doing this? Why am I giving you electricians free work?

For me, it's testing out the marketing. It's proving this concept of electricians marketing online and proving that it can be done. And not only that, I'm going to show you how to do it step by step. So if you want to see how we're doing it, you can join the Facebook group at Marketing Secrets for Electricians. And there I'm going to show you step by step how we're doing it.

However, if you want to be part of the test group, you can go to find electricians near me.com and make that. I shall talk to you soon.