The Power of Why: Your Key to Marketing Success

Good marketing is all about understanding what makes people buy and how to appeal to them.

Every person looking to buy a new product or service has experienced this: they find themselves on a website, but they don’t know why this is different than any other site — their interest fades and they move on to something else — ultimately buying from someone else. The first site may have actually had the better product, but they bought from the one who gave them the why in an easy-to-understand way.

If you want people to make a purchase from you instead of someone else then it’s not enough that your product or service be better than theirs. You need to offer more value by giving customers an understanding of WHY what you offer matters — to THEM.

Toddlers are constantly asking why. Why is the sun yellow? Why is the sky blue? Why do we have to go to bed? Asking why is a natural part of learning and growing. And it’s not just toddlers who are curious about the world around them. Adults are curious too. We want to know why things happen the way they do. We want to understand the underlying reasons for things.

When it comes to purchases, understanding the why creates a sense of certainty that leads to trust, and that’s when we’re most likely to buy. If we don’t understand why we should buy from you, we likely won’t. With enough why factors built into what you’re selling, everything else falls into place.

So how do you use the power of why to market your business?

WHY does this matter?

While most people are all talking about how great their features are, what is often left out is WHY does this matter? Ultimately, people don’t really want information (they may think they do), but what they really want is transformation. They want their problem solved, their aspiration achieved, their life improved.

What’s in it for me?

Understand what your customers want. What are their aspirations? What keeps them up at night? What are their biggest problems? Once you know this, you can start to craft your marketing around addressing those needs.

Connect the dots for them — tell them how their lives will be transformed by your solution. Paint a clear picture of the outcome they can expect. This is where you get creative, and put yourself in the shoes of your customer.

Answer: Why do I need this? HOW will this make my life better? WHAT are the specific benefits I’ll receive from this purchase?

Why should I take the time to look at your website, read your brochure, or listen to your podcast, etc?

With so many options to choose from, it can be difficult for people to decide where to spend their time. Why should we spend our precious time on your content?

When people understand the “why” behind what you’re offering, they’re more likely to trust you and give you their time and attention. So make sure that you’re explaining the benefits of your product or service in a clear and concise way.

Hint: add “…so that xxxx” to your description/intro

Why should I trust this company to solve my problem?

In order for them to trust you, you need to have trust signals and differentiators that set you apart from your competition.

Some of the most common trust signals are testimonials from happy customers, awards or certificates of excellence, and guarantees or warranties. Differentiators could be anything that makes your company unique, such as a unique approach to solving a problem, using high-quality ingredients in your products, or having a great customer service team.

If you can show prospective customers that other people have already had success with your product or service, that’s huge! Awards and certifications are also great ways to prove your credibility.

How can I be sure that I’m making the right decision?

Most people are also more likely to buy when they know there’s a safety net in place, in case something goes wrong. That’s where guarantees and warranties come into play. Be transparent about it. If you’re willing to put your money where your mouth is, that shows customers that you believe in your product or service 100%.

If it’s so great, why isn’t everyone doing it?

One of the best ways to deal with objections is to answer them before your customer even has a chance to voice them. This takes some preparation on your part, but it’s well worth it.

People buy based on emotions, not logic.

People don’t usually make purchases based on a logical evaluation of their needs. In fact, research shows that most people make decisions based on emotion, then use logic to justify it after the fact. So if you want them to buy from you, you need to appeal to their emotions.

Make them feel something.

When you can evoke an emotion in your customer, they’ll be more likely to buy from you. You want them to feel excitement, happiness, relief, satisfaction, or any other positive emotion. This is what will get them to take the action you want them to take.

When a customer can answer why for themselves, they feel a sense of control and certainty about their purchase.

The key to marketing success

People are looking for transformation, not information. So when you’re marketing your product or service, make sure you focus on how it will improve your customer’s life – not just on what it does or how it’s better than the competition.

The power of why taps into our need to understand the world around us. When people feel like they understand what you’re offering and why it matters, you’ll build a stronger connection with them, and they’ll be more likely to trust you and buy from you.

So focus on the benefits of your product or service, and explain things in a way that your prospects can understand and relate to. If you can do that, you’ll be well on your way to marketing success.