The story or the mysteriously lacking Why...

A little known fact is that in university, I majored in Journalism. I was possibly a bit crazy considering I was dyslexic, and I have to admit this was before spell checkers worked and amazing apps like Grammarly could rock my world. But after stumbling around trying my hand at a few things, as many of us do, I found the power of words.

I ultimately gave up on fighting upstream on my inability to see the difference between was and saw choosing instead to step into the marketing (which, of course, led me back to writing, but that's a whole other blog!). However, no matter where in my journey, one class has served me well throughout my career choices or directions. 

A one-semester course on writing for newspapers has been the most invaluable course of my entire schooling history.

From day one, our mantra was "who, what, where, when, how and why." Aka: The Five Ws, Five Ws and one H, or the Six Ws depending on whom you talk to.

For anyone new to journalism or the concept, these questions are considered the formula for getting the complete story. Answer all these questions and you'll have everything you need to know.

An article was never considered whole unless we could certify that each of the W's and H was addressed upfront and in the beginning. The continuous practice of ensuring we covered all of that information in the opening sentence (two if we were pushed) in a way that was informative, captivating, and correct has never left me. 

I continue today to find myself repeating that pattern to check for accuracy in briefs, project management to make sure all bases are covered, event management plans and most recently when I'm trying to understand and build a unique value proposition.

Working on these and always coming back to my 5+1W's as a checkpoint, there is something that is pretty consistent. One "W" is often lacking in chutzpah.

I have discovered that no matter where I am, what industry I'm working in or who is part of the team, or even how senior or experienced they are, when we dive into the detail to build out the value proposition, the sticking point most often is "why." 

(Oh my professor would be so proud - did you see what I did! Sorry I digress.)

What tends to happen is that you often see the "how" being squeezed to fit the why. I hate to break it to you, but just because it does something cool, new or technically outstanding does not automatically answer why a customer should, will or want to buy your product, service or solution.

If you don't understand why they want what you're selling, you're going to struggle no matter how wonderful or unique what it is you're offering.

The most powerful branding and marketing operate from the outside in, meaning from the customers' perspective. 

The closest we can get to articulating a powerful, authentic and human "why," the closer you are to connecting your customers' needs, wishes and desires and what naturally flows is more success with all of your sales and marketing. Your purpose being align with their needs, wants or desires.

Just like my professor, don't let yourself off the hook and find your powerful why. Need a hint? Start with the problem. Remember, people don't buy what you do, they buy why you do it!

Posted originally here