Cantaloupe Founder and Evangelist, Jon DiGregory, hosts an interactive, mostly lecture-free session at the MBO to help you put your WHY into words because "nobody buys what you do; they buy why you do it." getjon@cantaloupe.tv 317.594.9999

1. The WHY
Workshop
Creating Emotional Connections that
Keep
Prospects and Clients Close and Coming
Back

2. Who am I?

3. Why are we here?

4. Emotional
Commitment
The point where your audience no longer needs to
decide between you and your competition.
Once achieved, It’s always you.

5. My brother Matt...

6. Matt is Emotionally Committed to BMW

7. Have you met Cubby?
Cubby is Emotionally Committed
to some baseball team.

8. Humans are wired to make decisions
emotionally then justify with facts.

9. The Emotional Equation
Primary Secondary
Relevant
Emotional + Emotional + Online
Connection Connection
Distribution
Gut feeling
The details No matter how
great your video
How decisions are
The facts & figures is, it won’t do
made
that justify your anything unless
“feeling” it get the right
Takes place in the
messages to the
limbic brain where
Doesn’t resonate if right person at
there is no
PEC hasn’t first the right times
language
been made with the right
intensity.
Can’t describe why
this just “feels”
right

10. Primary Secondary
Emotional Emotional
Connection Connection

11. People don’t buy what you do.
They buy why you do it.

12. StartWithWhy.com

13. How most companies talk:
What they do:
We make great computers.
How they do it:
They’re beautifully designed, simple to use
and user friendly.
Want to buy one? Meh.

14. What if they communicate
from the inside out?
Why they do it:
Everything we do, we believe in
challenging the status quo. We believe
in thinking differently.
How they do:
We challenge the status quo by making our products
beautifully designed, simple to use, user friendly.
What they do:
We just happen to make great computers.

16. An Example:
Cantaloupe’s WHY Statement
We believe in creating emotional
connections through authentic
storytelling by creating and
distributing relevant online videos.

18. A video recap for our home audience...
http://bit.ly/Ug4oL0

19. Jon DiGregory
Cantaloupe.tv
cell: 317.361.9450
getjon@cantaloupe.tv
@cantaloupe_tv
#WhyWorkshop

20. The WHY Workshop Jon DiGregory
MBO 2012 cell: 317.361.9450
#WhyWorkshop www.cantaloupe.tv getjon@cantaloupe.tv