Upside-Down Thinking by Patric Fransko
by Patric Fransko
January 18th, 2017

The Importance of the “Why” in Your Marketing

This topic often comes up regarding marketing content that we create for our clients. If possible, I always want the marketing to get back to the “why” regarding the reason someone should entrust you with their business. The reality of life in 2017 is that people are bombarded with content from everywhere. It can feel like trying to drink from a firehose. As a result, it is imperative to cut through the noise with a clear “why.” In this article, I want to share three ways that you can seamlessly integrate the “why” into any marketing you are creating.

  1. “Why” Your Company Is a Better Choice. This can most easily be worked into nearly any marketing piece. If you have many years of experience or have won a particularly relevant award, say so. This can be a tagline like “Serving XYZ County Since 1985” or “ABC company Regional Dealer of the Year.” The importance here is to create trust and credibility between the potential customer and your company. What differentiates you from all the other companies they might be considering?
  2. “Why” Your Products / Services Are a Better Fit. Similar to the point above, you can integrate this into nearly any marketing. This does not need to be a paragraph complete with specs and data. Just a brief sentence that gives the why like “We Only Use EFG Certified Products” or “All Our Technicians are Factory Trained.” The goal with these statements is to again show credibility and cause the potential consumer to question whether all other choices offer the same level of products or services as your company.
  3. The Reason “Why” Others Are Happy. If possible, share past customer testimonials. Share with a potential customer the “why” as it relates to others being satisfied with you. Testimonials can be incredibly powerful! No marketing you create carries as much weight as a positive, or negative, review from a third party. Why do you think websites like Yelp, Google Review, Angie’s List, etc. are so popular? There is a natural comfort level created when someone sees that others, just like them, have used your company and have been happy.

While this is not an exhaustive list of all the ways you can integrate a “why” into your marketing, I hope it gets you thinking. If you do not give people the “why,” you leave it up to them to determine their own reason for choosing one company over another. Often, when lacking other factors to make their decision, a consumer will choose the lowest price. Since most of us would agree that this is the least desirable outcome, make sure you are telling your audience “Why” they should choose you.

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  1. On a point of marketing a brand, why is it that Google allows competitors to market Google ads under a brand that is a registered? This is a evil action, as a company may have spent 5 decades building it’s brand and the Google company who’s slogan is ”We do no evil” allows this unfair business practice.Leon Levy Klingshield South Africa

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