Start with why you do what you do. Every single business on the planet knows WHAT they do and some know HOW (their unique selling point), but very few can clearly articulate WHY they do what they do, according to Simon Sinek in his book Start With Why: How Great Leaders Inspire Us To Take Action.
Sinek argues that companies try to sell us WHAT they do, but we buy WHY they do it. WHY looks deeper than external factors. For example, the popular Apple brand capitalizes on the lifestyle, imagination, passion, innovation, empowerment and aspirations of Apple users.
It is not about telling people about what your brand makes or provides, instead, it is about communicating what your organization believes in order to connect with your target ideal audience. Emotionally connect with your guests and start a movement that you believe in.
Possible Bed and Breakfast WHY’s:
- Business-friendly: to accommodate individuals and groups who are there for business (either at the inn or in the local area) by providing the resources and conveniences necessary to make their stay as efficient and enjoyable as possible
- Eco-friendly: to encourage environmentally friendly practices to protect and sustain a high quality of life for all living creatures
- Family-friendly: to enable families to comfortably travel and stay in overnight accommodations together as well as experience local family dining and entertainment
- Romantic: to strengthen the passion, romance, and closeness of couples as they experience activities such as an inn’s spa amenities and room service
- Urban: to offer guests many activities to do at your inn (like games, movies, reading) and in your local city (such as shopping, art, and theater)
- Vegan/Vegetarian: to promote a specific diet lifestyle yet also show guests (who may eat differently) the benefits of committing to a particular eating plan
- Waterfront: to provide relaxing amenities so guests can make full use of your waterfront property and have the ultimate vacation experience
Great organizations keep their WHY clear year after year. Their strategic marketing and training of employees goes a long way into developing a consistently, clear, and strong WHY.
If you start with why you do what you do, make it obvious to guests the deeper reasons WHY your business exists in the first place. This makes it more likely that your guests will return year after year.
Include an “About Us” section on your hospitality website. You can also reveal more about yourself (and your inn) when you write blog posts. Answer any of the following questions:
- How did you become an owner/innkeeper today?
- What is your background? (family, education, work experiences, travels, etc.)
- What is your big WHY? (the deeper reasons you host guests)
- What do you hope to accomplish as your dream/legacy?
When you reveal more of yourself to others, it helps them know, like, and trust you. We all do business with those we know, like, and trust. Win the hearts of your guests by telling your compelling true story. Start with why you do what you do.