Why Great Content Creation Starts With Why
I worked at SBG Montana for three years before I started jiu jitsu. I believed in the benefits of jiu jitsu: confidence, self-defense, and positive social connection. But to put yourself in the position for another person to control your body, to have them sit on top of you, to have their sweat dripping on your face, you have to really want it. You have to have a firm why.
When I finally did start jiu jitsu, it was because I was rooted in my why. Exercise has been one of the best ways to manage my anxiety and depression and keep me in balance. I was at a point in that journey where I knew that jiu jitsu was the tool I needed to evolve.
For the first few months, I felt entirely out of my element. I was learning to move my body in unfamiliar ways, and the fear that everyone was watching me magnified my anxiety.
Starting jiu jitsu is a vulnerable thing. The black belts of SBG say, "Your ego is not your amigo." You can't learn and grow as a martial artist if you're protective of your ego. To learn, you need to try new things and take risks. To take risks, you need the courage to fail, and to fail is to be vulnerable to your coaches and teammates.
In his 2009 TEDx talk, Simon Sinek introduced the idea of the Golden Circle. He wanted to understand why some marketing campaigns were more successful than others. He found that companies that successfully connected with their audiences start with why. "People don't buy what you do. They buy why you do it." The Golden Circle models that pattern.
For example, Apple's why is to disrupt the status quo, and, Sinek added, "they just happen to sell great computers." But they don't only sell great computers.
Apple gave music-lovers a way to legally download music and compensate the artists when record companies could only solve the problem with lawsuits. Apple then created a way for users to download their music and carry it with them everywhere on a device smaller than a Walkman. The iPod was no different than the MP3 players that came before, but the iPod made users feel different.
They created the iPhone, which disrupted the cell phone industry in a way that the Blackberry couldn't. Besides its design, the iPhone wasn't any different than the Blackberry, but they made users feel different for using it.
To create a great marketing campaign, you need to understand its purpose. You need to understand to whom to target the campaign. You need to know your why.
At SBG Montana, our why is to transform people's lives; our how is with high-quality training programs; and our what is martial arts, fitness, and yoga. We designed our curriculum for everyday athletes; teachers, construction workers, first responders, and stay-at-home-parents who want to live healthier and happier lives.
A simple empathy check will determine that everyday athletes may need a message that eases their anxiety about starting a new gym. They want to know that the big, sweaty guy on top of them will be a safe and supportive training partner. They want to know that their coaches aren't only great martial artists but also great human beings. They want to know that everyone around them wants them to succeed and that everyone on their team shares their why.
On our platforms, you may notice there are no how-to videos. Content filled with Kimuras or Americanas, cross-sides or close guard is not useful for someone new to jiu jitsu and perhaps a little anxious. Training in jiu jitsu is an exercise in vulnerability, and our content marketing is the first step in building trust with our new clients.
The content across the SBG Montana gyms celebrates these everyday athletes. We celebrate the accomplishments of the men, women, and children of all ages, backgrounds, and abilities who train on our mats. Take a look at our content, and you will get a glimpse of our amazing students and positive vibes.
People don't buy what you do. They buy why you do it.
Your prospective clients need to see themselves in your content and the unique value that your business offers. They need a genuine human connection with you and your team, and it starts with why.
To check out SBG Montana content, visit our channels.
Click here to check out Simon Sinek's TEDx talk. You can also learn more about his books, Start With Why, Leaders Eat Last, and The Infinite Game, all of which I highly recommend. If you'd like to find your why I highly recommend Sinek's online classes.
Photo Credit: By Jakob Owens from Unsplash.
