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How to Inspire Your Audience Into Action

by Matthew Sloane

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Do you know and embody your ‘WHY’?

  • why does your organization exist?
  • why do you get out of bed in the morning?
  • why should anyone care about your organization?

You may even be wondering, why do I need to know my ‘WHY’?

We share Simon Sinek’s belief that,…

“People don’t buy what you do, they buy why you do it.”

In the video below, Sinek shares that, “the goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

After understanding our own WHY (the first step), we wanted to truly embody what we stand for.

We wanted to be able to share what we stood for in public and not be shy about it. To actually enjoy saying what we believe out loud! To do this, Ryan and I (Matt) have had to face a few of our fears…

Being Pushy

One of the fears we had about our business was that we’ll have to convince others to buy from us. And with that fear, we would get pushy and overbearing, even though our values are so far from behaving that way with others. This was not a conscious choice. It was an example of how we were internally out of alignment.


Early on, we had another fear of people saying, “no” to working with us. And get this—we believe that our unconscious fear of rejection was actually drawing the likelihood of more rejection to us.

For example, with Soulful Brand, we know that many people will simply not resonate with our WHY (i.e. “authentic messaging has a positive ripple effect for your business and the world”). Some will say it’s too “new-agey,” others will say it’s not important, etc… But as we’ve focused on the people that do resonate with our WHY, we actually haven’t met many people who are likely to say, “no thank you.” As a result, our enrollment conversations lead to about 80% of people signing up to work with us.

Watch the video below, as Sinek very beautifully articulates the value of understanding what inspires and compels you and how this self-awareness has impacted leaders like Steve Jobs, the Wright Brothers and Dr. Martin Luther King Jr.

Use your big ‘WHY’ and what inspires you in your messaging, and your ideal clients will absolutely know they need to work with you.

© 2013 Soulful Brand, LLC. All rights reserved. Reprinted with permission.

This article is by Matthew Sloane of Soulful Brand. At Soulful Brand, he and his partner Ryan Rigoli help entrepreneurs stand out with a unique message in the market, while staying true to themselves. Their highly personalized brand process bridges strategy with heart through their three core services: brand strategy, core messaging, & website copywriting. See the principles they believe. To learn more, go to