Put WHO Before WHY

(Modified from a blog originally published on Wordrobe Media.)

Let’s chat about a somewhat unconventional writing insight:

Put Who before Why.

Don't get me wrong, I love the "start with Why" concept as much as anyone. The first time I saw the Simon Sinek TED Talk, it blew my mind. But when you're writing, your Why is less important than your Who. Marketers have known this for years, but because many content creators are not marketers, this concept is often overlooked.

So for the Why cultists out there, let’s clarify the purpose of your Why:

Your Why is for you. It’s internal. It's your reason for writing. It’s the invisible force driving you.

But the book is for your WHO...the reader on the other end. This is external.

New authors get tripped up when they focus more on their own Why instead of their Who.

But your reader doesn't care as much about your Why as they care about their own.

They have their own Why driving them. And they’re going to consume the content which helps them achieve their Why, not yours.

So while your Why will help motivate you to write, it won't necessarily motivate the reader to keep reading.

Ergo, before you write a single word, spend time defining your Who. Figure out THEIR Why.

This is one of the first questions I ask any book coaching prospect. If they don't know their Who yet, then that becomes Task #1 before anything else can happen.

If you want to develop trust with your reader, then you have to be able to speak to them like they are one in a million, not one out of a million.

Finally, remember that you're writing a book for a reader, not for yourself.?

While you should write on the topics and ideas that interest you most, you have to consider how it will be received on the other end. Are you taking the reader on a journey they will enjoy? Or are you taking them hostage?

Think of your book like an Uber. You’re the driver, but the reader is the rider. It’s your job to guide them to the destination they wanted.

Your Story is the vehicle.

Each page is like another turn on the map, getting them to where they want to be.

What problem is the reader wanting to address in their life? How are you going to help them solve it? That’s their destination.

Not sure where to start? Here are some questions you can ask yourself to help define your Who:

• What problem am I really good at solving? Who is most likely to have this problem?
• What do I know now that I wish I’d known ten years ago? Is my audience like my younger, less-experienced self?
• What kind of people do I want to work with long-term? Do I want clients who are seeking the lowest cost? Or clients who want a premium service? What message will attract that type of person?
• What is the emotional state of the reader? What do I want their emotional state to be when they finish it?

The Why behind your writing might be to become a thought leader, a bestseller, attract clients, or something else. But a reader isn’t engaging with your content for any of those reasons. They don't care if you become a bestseller or attract your dream client. They just want to get their problem solved.

By putting the reader first in your writing, you have a greater chance at success and creating raving fans who will recommend your book to others.

(P.S. If you’re still struggling to figure out your Who, then book a free 20-minute Q&A and let’s chat about it.)