Communities and organizations are often frustrated by prospects who want to “commoditize” their offerings. However, at times, these organizations help create this challenge by simply communicating features and benefits. Today, prospects want a human connection with the brand they choose to engage with. This makes it critical for marketers to clearly articulate their organization’s unique “reasons to buy” and connect them to its “reason for existing”… because, “People don’t buy WHAT you do, they buy WHY you do it” (Simon Sinek). Through examples and case studies, this session will explore how linking an organization’s WHAT and HOW to its WHY can emotionally connect with prospects to drive engagement. Join marketing strategist, Dan Gartlan, in learning how to uncover your competitive advantages and your organization’s core values or reason for being. Then, explore how to craft messaging that drives an emotional connection with prospects. Furthermore, the session will define the process that you can do with your team for discovering and articulating your organization’s WHY and how to connect your competitive advances to it in a way that makes you stand out. This session is delivered as a presentation, with key areas of discussion and hands-on, workshop-type activities each designed to increase learning and retention. Dan Gartlan has presented numerous times to AHCA over the years. His presentations are informative, interactive and entertaining.
Learning Objectives:
Develop the ability to help your organization articulate its core value. Through guided discussion and worksheets, you’ll start to define your audiences, and put your WHY on paper.
Understand the concept of selling to the emotional brain and how it differs from traditional marketing. Learn the secret to creating a powerful and engaging message that resonates with audiences.
Learn how to use language to articulate competitive advantages in a way that separates your organization from the competition.
