How to Find Your 'Why'

Don’t worry. We’re not talking about why human beings exist or even why you should get out of bed in the morning.

We’re an ad agency. So the only why we care about is why someone should choose your product or service over someone else’s. And to answer that, we offer our patent-pending “Why Axis.”

On one part of the axis, you’ll find the words “what” and “how.”

Your “what” is simply the product or service you want people to buy. A pair of Adidas Futurecraft 4D sneakers. An Uber ride from the airport. Some McDonald’s fries.

Your “how” is either how you make it (with 1,000 thread count Egyptian cotton) or how your customers can buy it (only on this one website).

It’s tempting to base your marketing on a what or a how. You get to use those product facts, features and attributes you’re so proud of.

But… can we be honest here?

Your competition probably has the exact same facts, features and attributes. Which means you’ll need something else to separate yourself from them.

That’s why there’s a second axis. Here, you’ll find the words “who” and “why.” These tend to be more emotionally based things and therefore, easier to own.

Let’s start with the “who.” They’re not just a member of your target audience — say, women 18-26 who shop at Walmart. They’re a specific type of person. So, women 18- 26, who shop at Walmart, have at least one child under the age of 4 and think spending more than $5 for a child’s shirt is a ripoff.

It’s a psychographic, not just a demographic.

We call them perfect customers because they’re perfect for you. And you’re perfect for them.

Once you’ve identified your what, how and who, you’re finally ready for the all-important “why.” Why should this perfect customer CARE what you make and how you make it?

Take the famous California Milk Processor Board campaign from a few years ago. Their why was: If you don’t have milk, you can’t eat cereal, cookies, brownies or anything else that makes life worth living. So for God’s sake, don’t run out of milk.

Sounds obvious now. But before that campaign, milk only talked about building strong bones and teeth.

Yawn.

Coming up with the best “why” isn’t easy. It takes research, imagination, courage and, sometimes, a panel of experts (which we’ll describe in another blog). But if you’ve got the right why, your marketing will have all the focus it needs to be successful.