Cut through the excuses and get to the point. Maybe it’s the memories of 3-year-olds repeating it, but 
the word “WHY” has a unique effect.
Let’s ask it a few times …
1. Why am I in this business?
Focusing on what you’re delivering – the vision and mission of your business – can help you get through hard times or even just down days. Here are a few easy reminders:
- Keep a file of your most treasured testimonials nearby.
- Make a vision board depicting what your business is helping you to achieve – new home, relationships or a vacation.
- Repeat your “burning desire” statement or affirmations.
Staying clear on why you’re in this business can motivate you to achieve the growth you desire.
2. Why are we doing this?
I tell my clients that enlightened marketing is intentional (as opposed to accidental), which means you always have to ask why you’re taking an action.
What’s the best result that can come of this? What is the outcome you’re looking for?
Asking this question can cause people to become defensive, because it’s a challenging question designed to get at the truth. It can also save money, time and wasted effort – or get teams all on the same page.
I once asked a client why they spent over $18,000 a year advertising in a newspaper with dwindling circulation, when they could invest it more effectively elsewhere. The reason? A board member liked seeing his bank in the paper every week. Weak reason, but good to know!
3. Why did that work? or Why didn’t that work?
You have to review why your marketing efforts met your goals or didn’t in a way that doesn’t blame or shame anyone.
Why didn’t my offer sell? Why was that article so popular?
Some online marketers use exit surveys to ask why visitors did not buy. Then, they study those reasons to be sure they address them next time.
Most people forget to ask why things succeed. (I guess they’re too busy celebrating!) However, it’s easier to replicate success when you can say we met our goal by (a) collaborating with that partner, (b) creating a strong offer and (c) timing things to happen before the holiday weekend.
Questions 4 and 5 remind us that people are busy and skeptical.
When we send marketing messages out, their BS filters kick in. Answering these tough question in advance means you’ll feel more confident in your marketing – and it’ll work better too.
4. Why should I buy what you’re selling?
And more than just that: why should I buy now, why should I buy from you? Many marketers forget to address this, including professional salespeople.
I met with an ad sales rep on behalf of a client who was considering advertising on a TV station’s web site. The rep offered no proof that we’d benefit from advertising – just site traffic stats and examples of how ads look.
“Why should we advertise with you?” I asked. He stammered a long time, as if he’d never been asked this question. Finally, he said, “It’s the Internet!” Shame on the station for not preparing this poor guy to do his job better.
5. Why are you a better choice for me than your competitors?
You’ll either be asked this question overtly by a prospect, or they’ll be thinking it to themselves while evaluating you. So, you may as well answer it. Then, clearly articulate those reasons in all your marketing messages.
What is special, unique and superior about your offering? One thing that trips people up about the branding process is that they must determine what they do that no one else can do.
What makes this question more possible to answer, for small business owners, is that you don’t have to be the only one or the best one in all the world – just the single best choice for YOUR target market.
I’m not saying it’s easy to figure out how you’re a better choice for your competitors … after all, that’s the difficult question I built my business on! But, there is an answer to that question - you ARE unique and the perfect choice for your intended customer. So, be sure you are prepared next time with a confident, compelling answer for your prospects.
OK, those are the questions I’m asking all the time. How about you? Which question did I forget?
Why image by cory shmitz
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What a trip! I just made some videos for a new seires that covered all those topics! Great minds right?? :)
This is right on! I have been shocked about how many of my clients have never sat down and asked these questions and examined their business in this way.
Keep up the great work Samantha!
Hi Paul, Great minds DO think alike! And, topics tend to swirl around in themes. This one keeps coming up around me. Rock on, Paul!
I took your advice on these topics and added it to my “Hire Me” page. Glad to see this communicated in a post. I am still revising my own strategies. Thanks for all your help!