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Wedding Business Solutions Podcast with Alan Berg CSP - The many sides of the word WhyThe many sides of the word Why

Asking “why” is a great way to learn more, except of course if it’s your 4-year old asking “why” repeatedly! But there are many ways to interpret “why”, including “why not?” or “why should I?” In this 7-minute episode I’m going to help you see the many ways to look at the word “why” and show you which versions can help you and your customers the most.

If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at Alan@WeddingBusinessSolutions.com or visit my website www.AlanBerg.com

Please be sure to subscribe to this podcast and leave a review (thanks, it really does make a difference). If you want to get notifications of new episodes and upcoming workshops and webinars, you can sign up at www.ConnectWithAlanBerg.com

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Below is a full transcript. If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at Alan@WeddingBusinessSolutions.com or contact me via textuse the short form on this page, or call 732.422.6362

Please be sure to subscribe to this podcast and leave a review (thanks, it really does make a difference). If you want to get notifications of new episodes and upcoming workshops and webinars, you can sign up at www.ConnectWithAlanBerg.com

 

– The word why has so many different things that it can mean depending upon when it’s said, how it’s said, and who is saying it. Listen to this episode, and find out ways that you can use it to your advantage. The word why it’s such a powerful word. Now, sometimes powerful not in the right way. Like when a three-year-old is saying to you over, and over, and over again, why, why, why, why, right? That is not the best use of the word why, but sometimes why is getting you information that you really need to help someone have a great outcome. See I want people to choose you not choose someone like you. So, the question is, why do people choose you? What is your why? Simon Sinek, S-I-N-E-K, has one of the most watched TED Talks ever called Start With Why, also the name of one of his books where he talks about the golden circle, where three concentric circles, the outer one is what, the middle one is how, and then the center one is why.

The why is the core to you getting the price that you want from the people you wanna work with. When you understand why people choose you that’s what really makes you different. But too many people look at why it’s like, well, why should I, as opposed to why not. See why not as a great way to live life. Why not is what’s the worst that could really happen. And in most cases the worst that could really happen isn’t that bad, it isn’t something you can’t get past. Now, there are times it’s different. I went skydiving for my 50th birthday, and three of us that went we all got t-shirts when we were done. And the t-shirts say, skydiving, what’s the worst that could happen? Well, in that situation there is a worst that could happen that’s a lot worse, but I use that as a benchmark, because if I invest in something, try a new feature, try a new product, or service, or advertise someplace, and it doesn’t get me the results I want, the worst that can happen is I wasted a little time and money, but I learned something, the best that could happen is I get the return that I was looking for or even better.

So, think about why versus why not. If someone is asking you to do something the question is, hmm, why should I do that? Or why not? That might be a good idea. And there are times when you should say no, absolutely in our businesses no is the most powerful word ’cause there are times when we’re not the right fit, or we shouldn’t be doing something for someone because someone else is a better fit on that. I can still remember the highest paying speaking job I ever would have done, a training job actually, and I wasn’t the right fit, I wasn’t the right guy. And they really wanted me, they were gonna change the date for me, they were gonna change the location, but I wasn’t the right fit. Someone had seen me do some training but their industry which wasn’t the wedding and event industry, I really didn’t know enough about I felt to be able to do the job that I know that I can do within my lane.

So, I said, no. So, let’s think about why. Why do people choose you? Can you articulate what it is that actually makes you different, and why people choose you instead of one of your competitors. And sometimes they choose you, and you’re the more expensive choice, or sometimes they choose you because you’re the less expensive choice. But if the only reason they’re choosing you is because you’re cheaper then you are a commodity, and somebody else can come in cheaper than you, and they can take your business. So, the question is, can you understand and articulate what makes you different? I spoke about branding versus brand in another episode of the podcast, where your branding is things like your colors, and your fonts, and your logos. If you’re watching the video version you see my logo over my shoulder here of the Wedding Business Solutions, that’s branding. My brand is what people say about me. The comments that you’ve posted on Apple Podcast, and on YouTube that’s my brand, that’s my brand and my podcast. The comments you’ve posted about my speaking, sales training, books, website reviews, that’s my brand, that’s my why.

I tell people I’m not breaking a lot of new ground with what I say to people, and what I teach, but the way I do it is the way that it relates to people in a way that they are attracted to that. I tell people I’m not an entertainer although I do play piano, some of you’ve see my piano videos online, and thank you we’ve raised over $2,000 for food bank charities through those piano videos, so keep that coming. But I’m not an entertainer with my speaking, but I’m told I’m entertaining. I’m not a comedian but I’m told that I’m funny. So, my brand is being able to deliver the education you need, the information you want in a way that’s also entertaining, and funny, and that’s engaging.

What’s your brand? What’s your why? Why do your customers choose you over someone else who on paper does exactly what you do. Every wedding planner can use the same bullet point list, every band or DJ, matter of fact I was working with an entertainment company just yesterday, and he had a PDF, which a lot of you know why I don’t like PDFs, but he had a PDF. And on this PDF there was no contact information on the pricing page, and his logo was there. And I said, if I take your logo off, how many of your competitors, friends, not friends, just people in your industry, in your market and not, can this same PDF, put their logo right over yours, cover it up, and fulfill everything you have here. And he said, probably all of them. I said, exactly. You’re not selling your why, you’re selling your what.

So, in your marketing, in your advertising, in the way you communicate with people, this is what I teach in my one-on-one training, and consulting in my groups, how do you get across why people should choose you? What makes you different so that your why comes through, so that when they’re coming to you you’re not going, well, why should I? You’re going why not? Why not do this? Why not make this wedding amazing? These people you want them to look at you and go, why shouldn’t we hire them? Because she’s great, or he’s great, why shouldn’t we? We have to. And that’s when you wanna understand the power of the word why. I hope this helps you. Please tune in to the next episode.


I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is Alan@WeddingBusinessSolutions.com. Look forward to seeing you on the next episode. Thanks.

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©2021 Wedding Business Solutions LLC & AlanBerg.com

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