There are some principles marketing professionals use that once you understand how a consumer is affected by it… you’ll learn to understand how to apply it in your own marketing efforts.
Today, you’ll learn one of those secrets.
It’s called the what-how-why principle.
People don’t buy WHAT you do…
they buy WHY you do it.
Again… People don’t buy WHAT you do…
they buy WHY you do it.
What does that mean?…
Everyone knows WHAT we do
Some even know HOW we do it
Few know WHY we do it
Scientifically speaking…
The “what” equates to facts & figures…
The “how” is all about features & benefits…
And the “WHY” biologically controls behavior in us regarding buying decisions…
Car sales is a terrific example.
The “what” is they make cars of varying shapes & sizes that cater to people.
Depending on the demographic of a specific person depends on which car they choose.
(economy, SUV, truck, etc.)
The “how” is they build vehicles with certain engines & materials of varying safety & performance standards in a certain manner.
The “why” is how we as consumers connect, emotionally, and make our buying decisions. How we look & feel in the car… how many gadgets we think we need… how safe is it… does it fill our needs… how many people can or cannot fit… can I use it to travel… gas mileage… and on & on.
The WHY… is the secret to your marketing success
Even in your networking relationships, the “why” is what people pay attention to… at the end of the day, people want to know that whatever you offer can solve their specific problem(s). The “how” & “what” are irrelevant if they can’t see that result.
Behind closed doors…
During creative or strategic marketing meetings…
The “why” of a client is what marketing professionals (at least the good ones) are trying to place at the forefront of the minds of the consumer.
Every great ad campaign and brand message somehow addresses the “why” of that company and is usually the main reason you, as the consumer, buys into that company’s product or service…
So, answer this not-so-simple question…:
WHY do YOU do what you do?
Once you really know your why…
Build it into your message throughout your marketing efforts…
Let it become part of your brand message & culture.
And use it to build consumer relations using social media.
Consumers connect with the “why” of a business.
Bring your WHY to the forefront of your marketing efforts and watch how your business benefits. It is a key differentiator to setting your business apart from the competition.
Some companies get uncomfortable during the discovery process of an agency understanding their client… they don’t want to be perceived as not knowing all the answers regarding their own company yet there are 2 questions that inevitably bring the meeting to a screeching halt…
- Why do you do what you do?
- And Who is your ideal client?
Understanding these principals will help you hone your marketing message to be unique to your specific brand & set you apart from over 10,000 marketing touches daily, per consumer.
