{"id":520,"date":"2017-11-02T14:16:46","date_gmt":"2017-11-02T22:16:46","guid":{"rendered":"https:\/\/dickinsonent.com\/cortex\/?p=520"},"modified":"2018-02-19T06:20:29","modified_gmt":"2018-02-19T14:20:29","slug":"why-we-buy","status":"publish","type":"post","link":"https:\/\/dickinsonent.com\/cortex\/why-we-buy\/","title":{"rendered":"Why We Buy: Features vs. Benefits"},"content":{"rendered":"<h4>It is Biological, Not Psychological<\/h4>\n<p>It has been well proven that &#8216;Why We Buy&#8217; is based on biology rather than psychology \u2014 &#8220;People don&#8217;t buy what you do;\u00a0people buy why you do it.&#8221; ~ Simon Sinek<\/p>\n<p>Once again Simon Sinek delivers a fabulous talk on the core of human nature \u2014 and in this talk \u2014 how you can apply it to business life in a way that makes the world a better place for all of us.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/u4ZoJKF_VuA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h4>Why We Buy &#8211; Features vs. Benefits<\/h4>\n<p>If you liked this video, <a href=\"https:\/\/dickinsonent.com\/cortex\/the-power-of-why-methodology\/\">in another video<\/a>, Simon speaks to why some companies\u00a0succeed and others fail.\u00a0 His codifying chart called &#8220;The Golden Circle&#8221; \u2014 based on his whole philosophy of the power of WHY \u2014 is exactly why you should review your own marketing copy on a regular basis.<\/p>\n<p>It is easy to list features because we like bragging about ourselves and what we do, but people do not buy based on what we do. That surely influences the decision making, but&#8230;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-522\" src=\"https:\/\/i0.wp.com\/dickinsonent.com\/cortex\/wp-content\/uploads\/2017\/11\/Simon-Sinek-Headshot.jpg?resize=525%2C286&#038;ssl=1\" alt=\"Why We Buy - Simon Sinek\" width=\"525\" height=\"286\" srcset=\"https:\/\/i0.wp.com\/dickinsonent.com\/cortex\/wp-content\/uploads\/2017\/11\/Simon-Sinek-Headshot.jpg?w=780&amp;ssl=1 780w, https:\/\/i0.wp.com\/dickinsonent.com\/cortex\/wp-content\/uploads\/2017\/11\/Simon-Sinek-Headshot.jpg?resize=150%2C82&amp;ssl=1 150w, https:\/\/i0.wp.com\/dickinsonent.com\/cortex\/wp-content\/uploads\/2017\/11\/Simon-Sinek-Headshot.jpg?resize=300%2C163&amp;ssl=1 300w, https:\/\/i0.wp.com\/dickinsonent.com\/cortex\/wp-content\/uploads\/2017\/11\/Simon-Sinek-Headshot.jpg?resize=768%2C418&amp;ssl=1 768w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/p>\n<blockquote>\n<p style=\"padding-left: 60px;\"><span style=\"font-size: 12pt;\">&#8220;Let me give you an example.\u00a0I use Apple because they&#8217;re easy to understand and everybody gets it.\u00a0If Apple were like everyone else, a marketing message from them might sound like this:\u00a0&#8220;We make great computers.\u00a0They&#8217;re beautifully designed, simple to use and user-friendly.\u00a0Want to buy one?&#8221;\u00a0&#8220;Meh.&#8221;\u00a0That&#8217;s how most of us communicate.\u00a0That&#8217;s how most marketing and sales are done,\u00a0that&#8217;s how we communicate interpersonally.\u00a0We say what we do,\u00a0we say how we&#8217;re different or better\u00a0and we expect some sort of a behavior,\u00a0a purchase, a vote, something like that.\u00a0Here&#8217;s our new law firm:\u00a0We have the best lawyers with the biggest clients,\u00a0we always perform for our clients.\u00a0Here&#8217;s our new car:\u00a0It gets great gas mileage, it has leather seats.\u00a0Buy our car.\u00a0But it&#8217;s uninspiring.&#8221;<\/span><\/p>\n<p style=\"padding-left: 60px;\"><span style=\"font-size: 12pt;\">&#8220;Here&#8217;s how Apple actually communicates.\u00a0&#8220;Everything we do, we believe in challenging the status quo.\u00a0We believe in thinking differently.\u00a0The way we challenge the status quo\u00a0is by making our products beautifully designed,\u00a0simple to use and user-friendly.\u00a0We just happen to make great computers.\u00a0Want to buy one?&#8221;\u00a0Totally different, right?\u00a0You&#8217;re ready to buy a computer from me.\u00a0I just reversed the order of the information.\u00a0What it proves to us is that people don&#8217;t buy what you do;\u00a0people buy why you do it.&#8221; ~ <a href=\"https:\/\/www.ted.com\/talks\/simon_sinek_how_great_leaders_inspire_action\/transcript\" target=\"_blank\" rel=\"noopener\">Simon Sinek at TEDxPuget Sound &#8220;How great leaders inspire action&#8221;<\/a><\/span><\/p>\n<p>[sg_popup id=&#8221;3&#8243; event=&#8221;onload&#8221;][\/sg_popup]<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>It is Biological, Not Psychological It has been well proven that &#8216;Why We Buy&#8217; is based on biology rather than psychology \u2014 &#8220;People don&#8217;t buy what you do;\u00a0people buy why you do it.&#8221; ~ Simon Sinek Once again Simon Sinek delivers a fabulous talk on the core of human nature \u2014 and in this talk &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/dickinsonent.com\/cortex\/why-we-buy\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Why We Buy: Features vs. Benefits&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[17,26,45],"tags":[44,85,18,84],"class_list":["post-520","post","type-post","status-publish","format-video","hentry","category-marketing-science","category-scientific-marketing","category-why-people-make-decisions-to-buy","tag-business-branding","tag-features-vs-benefits","tag-marketing-messages","tag-why-people-buy","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why We Buy: Features vs. Benefits &#8211; 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