How your “Why” makes you money

My story starts about a year ago. I can’t remember the exact date I met Ali Breen, co-founder of Blog Jam, but I do remember getting to know her better when we were part of a ten-week advanced social media class by Anita Kirkbride in September 2018. We took a few lunches together, drove to Winners, got coffee, and chatted about health food, business, and life as an entrepreneur. We developed a friendship.

A month later, Ali attended a workshop I presented on Smart Selling. The topics focused on the foundations of marketing and how sales and “selling” are part of the 4 P’s.

In the class, we had fun with scripts and mapped out a sales process plan. Afterwards, I offered Ali a complimentary session and she took me up on it. That story has yet to be told, but I can tell you that she wrote a great testimonial.

That June,  Ali and I took our “coffee meeting” to Shubie Park in Dartmouth. We walked the beautiful trails on this warm, sunny morning. Conversation flowed ever so freely. I realized our values were in sync.

We talked about Blog Jam and all the things she was planning, her great ideas to help people connect and learn. She talked about how she loved the fact I focus on your “Why”.

It’s funny how events help you understand your value. People come in and out of your life. Some have such a strong impact that you shift your focus, path, and possibly your goal.

I remembered the “Why Jar” idea that morning and I want to share it with you.

If you truly understand your own “Why” you’ll be better equipped to understand your customer’s “Why” and define it, assess its meaning, and relate to it.

How the “Why Jar” idea was born


My roomies and I arrived to Blog Jam in time for hot chocolate and s’mores by the bon fire. This was our meet and greet. Looking back, it was like meeting celebrities before you knew who they really were. We were all women on a Friday evening, after a crazy week of work, children, and the daily stresses. It was time to unwind and get ready for the day ahead.

The morning began with such huge momentum by speaker Natalie Davison. I love a gal who tells things like it is. Her presentation was full of life, humour, lessons, and heart-felt stories of what it means to stick to your core values. I don’t have writing space today to share all the great speakers I heard from.

My purpose here is to share with you the “Why Jar”. Why? So I can help you dig deeper to discover your “Why”.

Why is this important?

Because people buy on emotion. Period.

They do research, they check testimonials, they ask friends who do they know. At the end of it all, they buy from people that stir an emotion inside that tells them “this person CAN help me do the thing”.

That emotion is inside your customer. If you figure out their true “Why”, you are many steps closer to winning them over.

Avatars. Personas. It’s more than that. I may be: female, age 45-55, living in HRM, university educated, married with adult children, empty nester, lover of dance and sci-fi, and a huge fan of Outlander. But what am I trying to accomplish? What is “the thing” I want done?

Your purpose is not your “Why”. Your “Why” drives your purpose.

Why do you do the things you do? Is it because you want to …

– bring more real to social?
– connect with like-minded people?
– be an example of possibilities when you show up for yourself?
– give people great travel deals?
– be the go-to source for simple DIY projects?
– help women show up purposefully?

Write down your answers then ask yourself this: “WHY”?

Look at your “WHY” and think about:

– why is this important?
– why should my customers care?
– why me?

Your “Why” is that emotion, deep inside, that triggers your customers to say “yes, choosing you is the right decision”.

Beyond features and benefits

We’re surrounded by an abundance of great talent and people who we know will benefit from “the thing” we do. As your audience goes through their buying journey, they will hear who speaks the loudest to their “Why”.

The one who speaks the loudest has reached a trust factor and has demonstrated their value of understanding them and the job they need completed. They have zeroed in on that emotional need.

Positioning yourself in the market takes more than hours and hours in front of a computer. It takes a long-term sales process plan that is plugged into a strategic content plan.

That’s another topic for next time.

Want to know what my “Why” is?

I work my business as my own boss because I can never work for a company that doesn’t value the people who work for them. It’s demoralizing and has you living in a constant state of stress. And I never want to hear the phrase, “You’re only as good as your last sale” ever again.

My “Why” drives my purpose: To help others like me discover their “Why”. I want you to create an emotional connection with your potential customers, which triggers them to the decision stage where they say “YES”.

Be Found. Be Heard. Be The Solution.  Contact me.


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Nicole Gallant

Nicole Gallant is the lead marketing strategist and long-time sales professional connecting buyers to sellers for 20+ years. Buyer behaviour is definitely her jam. She helps you generate sales with content rich websites, crystal clear offers and effective social media plans. The trick is knowing which words trigger curiosity and interest with your brand and which words to avoid. She coaches entrepreneurs how to #ditchthepitch and stop using ego-centric content. Learn more about me »