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Here's why ‘WHY’ is such a profit-making marketing
trigger.
“Stop taking two and three plates of food,” my mother
said to me angrily.
I was at a wedding and seven years old. Back then, at a lot of
the weddings we used to go to, the food would be pre-served on a
plate. I could never get enough of those calorie-ridden platters.
Waylaying different waiters, (so I would not be recognised), I’d
polish 3-4 plates without blinking an eye.
Mum wasn’t impressed, and told me to stop and desist.
“Why?” I’d ask. Her stock reply was always, “It’s
bad manners to do that.” This Dustbin Hoffman (yes, I do mean
Dustbin and not Dustin) act obviously got her goat, but it left
me unfazed. It must have bugged her more than I expected though,
because in a short while Dad was peering down at my food-stuffed
face.
My question remained unchanged. “WHY?”
“If you invite a hundred people to a wedding, how many would
you cater for?” he asked. “A hundred,” I answered,
proud of my analytical genius. “If you ate four plates,”
he continued, “how many would remain?” He prompted quickly,
“Ninety-six right?” I nodded vigorously. “That
means some people don’t eat. If you’re so hungry, we
can go out after the wedding and get something to eat, but don’t
deprive others.”
Dad Made Sense. Do You?
Dad understood psychology. He had to sell my brain an idea that
my rumbling stomach didn’t want to understand. And he did
it by answering the question, 'WHY?' How many of us ignore this
powerful trigger in our marketing because it seems too obvious,
almost too simple?
Why 'Why?' Puts Elvis’ Shaking and Moving to
Shame
Let’s examine the six honest men. What, How, When, Where,
Who and Why. Which one of these is the most powerful psychological
movers of them all? This would be better answered with an example.
Let’s assume you needed to go to the supermarket. All the other triggers
(how, when, where, who and what) would make absolutely no difference
if you didn’t know ‘WHY’ you were headed there.
Everything else would be totally irrelevant. Once you know WHY you’re
doing something, everything else is just a matter of logistics.
Why Does 90% of Advertising and Marketing Communication Go Down
the Drain?
Simple. Look for the WHY in advertising and scarcity pops
up instantly. All the fancy layouts and the smart headlines can’t
quite compensate for the niggling question that goes unanswered.
All your customers want to know is, Why should I choose you? Why
should I take this decision? Why should I spend this money? Why
should I look at your website? Why should I read your brochure?’
Why should I listen to your speech? ‘Why? Why? Why?’
Dump the cotton woolly fluff. Get your customer’s brain
to go scrambling like an over-enthusiastic pup after a Frisbee.
Once you have enough WHY factor built into what you’re selling,
everything else is just clip, clop, fall in place stuff.
Be an Accountant, Do an Audit
Look at your communication. Like reeeeeeeaaaaally look at it! What
about your website? Does it answer the question WHY straight up?
And does it do it on the first page? How about your brochure? Does
its headline make it a cinch for dustbin land? What about your speech?
Do you have enough beds to compensate for your lack of WHY?
I could go on, but I suspect you get the message.
Be merciless. If the WHYs don’t stack up, dump the communication.
Or chop and change it till it does.
Finding the Right Level of Why Power
If you noticed, Mum actually answered my WHY question. She just
didn’t answer it to my satisfaction like Dad did. Herein
lies a subtle, yet formidable difference.
It’s not enough to simply have the WHY question answered.
It’s got to be the most ‘Rambo in your face’ answer,
or it will bounce higher than a defaulting cheque. Let your WHYs
loose on each other, and let only the one with the most testosterone
come out shining.
Aristotle -- Man, Was he Smart or What?
All communication must lead to change.
That’s what the old wise man said over 2300 years ago. Not
some or most communication.
All.
Yet we are dealing with customers that inherently detest change.
WHY is the only motivator that allows them to make that shift. Change
is still a scary word, but at least the justification sits nicely
in their cranium.
In fact, if you look closely, even a WHAT question like, What’s
in it for me?, is really a "WHY" issue. All it is saying
is ‘Why should I pay attention?’ Give your customers
the WHY factor and their buying sprees will reflect nicely in your
growing bank account.
This is simple, down to earth advice. Yet it represents one of
the most powerful psychological triggers why people buy. WHY on
earth would you ignore it?
If you haven't done so already:
(That's a clue!)
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Have you seen a customer back out
of a deal at the very last minute? Are
you losing tons of potential business because you don't
know how the brain works? Do you know which precise psychological
branding triggers you can use to make sure this never happens?
Read How To Get Customers.
