Why "Why" Is Better Than "What" (Video)

"Why should I buy this?"

*crickets*

Yup. It's that moment. It happens in every transaction, with every customer and every business. Companies spend billions of dollars answering it, trying desperately to change customer behavior.

And collectively? We're terrible at it. Seriously.

Don't believe us? Think about the marketing you see and hear every single day. 99% of it goes in one ear and out the other, because we're answering the wrong question.

Go back to that moment of truth. Customer in front of the shelf, product in hand, question in mind: "Why should I buy this?" In that moment, your company essentially has three basic options.

Option 1: Tell them what the product does. If they want that, you win...as long as no one else does it better, faster, or cheaper. Telling them "what" inspires confidence in your product or service itself...but nothing more. You're asking people to believe that you make a product worth having.

Option 2: Tell them how you do it. How you're different, how you crafted it by hand in the Himalayas, how it is revolutionary, cutting-edge technology. "How" inspires confidence in your process--that you are capable of making better products than others in your market. You're asking people to believe that your approach to creating products creates better results.

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Option 3: Tell them why you do it. Stop talking about what it is or does, and start talking about why it matters. "Why" taps into their deeper motivations and desires, and - more importantly - inspires confidence in you. You're asking people to believe that you are pursuing a value worth having.

So really, the question for us isn't: "Why should I buy this?" The question for us....for you....is "Why did you make this?"

In the words of our friend Simon Sinek, "People don't buy what you do, they buy why you do it."

Written by Eric Ankenman, Story Team Lead.