Here's why 'WHY' is such a profit-making marketing trigger.
"Stop taking two and three plates of food," my mother said to me angrily.
I was at a wedding and seven years old. Back then, at a lot of the weddings we used to go to, the food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I'd polish 3-4 plates without blinking an eye.
===========
Mum wasn't impressed, and told me to stop and desist.
===========
"Why?" I'd ask. Her stock reply was always, "It's bad manners to do that." This Dustbin Hoffman act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.
===========
My question remained unchanged. "WHY?"
===========
"If you invite a hundred people to a wedding, how many would you cater for?" he asked. "A hundred," I answered, proud of my analytical genius. "If you ate four plates," he continued, "how many would remain?" He prompted quickly, "Ninety-six right?" I nodded vigorously. "That means some people don't eat. If you're so hungry, we can go out after the wedding and get something to eat, but don't deprive others."
===========
Dad Made Sense. Do You?
===========
Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn't want to understand. And he did it by answering the question, 'WHY?' How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?
===========
Why 'Why?' Puts Elvis' Shaking and Moving to Shame
===========
Let's examine the six honest men. What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.
Let's assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn't know 'WHY' you were headed there. Everything else would be totally irrelevant. Once you know WHY you're doing something, everything else is just a matter of logistics.
===========
Why Does 90% of Advertising and Marketing Communication Go Down the Drain?
===========
Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can't quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I look at your website? Why should I read your brochure?' Why should I listen to your speech? 'Why? Why? Why?'
Dump the cotton woolly fluff. Get your customer's brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you're selling, everything else is just clip, clop, fall in place stuff.
===========
Be an Accountant, Do an Audit
===========
Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?
===========
I could go on, but I suspect you get the message.
===========
Be merciless. If the WHYs don't stack up, dump the communication. Or chop and change it till it does.
Finding the Right Level of Why Power
If you noticed, Mum actually answered my WHY question. She just didn't answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.
It's not enough to simply have the WHY question answered. It's got to be the most 'Rambo in your face' answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only the one with the most testosterone come out shining.
===========
Aristotle -- Man, Was he Smart or What?
===========
All communication must lead to change.
That's what the old wise man said over 2300 years ago. Not some or most communication.
All.
Yet we are dealing with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.
In fact, if you look closely, even a WHAT question like, What's in it for me?, is really a "WHY" issue. All it is saying is 'Why should I pay attention?' Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.
This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?
===========
?Psychotactics Ltd. All Rights Reserved.
Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas onmarketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.
Alexis limo rentals ..Gather round while I tell you the story of Kennebec... Read More
Would you rather have one good client paying you five... Read More
"If at first you don't succeed, then skydiving definitely isn't... Read More
Car wash businesses are unique to other businesses. In fact... Read More
No matter how small your small business is, it is... Read More
Summer is a time for the outdoors, for that well-deserved... Read More
One of the first things you will need to set... Read More
As I am preparing for my attendance to the CoachVille's... Read More
Never underestimate the power of perception! Perception plays a major... Read More
Cash is King... That is what everyone tells us and... Read More
1. Have A Strong Constitution ? Justices deliver decisions by... Read More
Most of us remember going to at least one garage... Read More
The Federal Trade Commission which governs the franchise industry thru... Read More
CONSIDERING COMPANY NEEDS: In identifying your needs for the internship,... Read More
The choice of financing is an important determinant of whether... Read More
As a solo entrepreneur or small business owner, one of... Read More
Here are a few tips on how to hand out... Read More
When working from home, it is usual to find that... Read More
Franchising Directory Sites-Paid Advertising, Lead Generation for FranchisingFranchising Directory Sites... Read More
A common hazard faced by new entrepreneurs is a lack... Read More
Everyone loves a good story. Whether it's the story of... Read More
Here are some important points to take note of if... Read More
The way you manage your money is one of the... Read More
We hear a lot of talk about junk mail nowadays.... Read More
Owning a business is a challenging endeavor. If you're like... Read More
car service from Midway Alsip ..One of the biggest fears people have about starting a... Read More
What is a Virtual Assistant?? A Virtual Assistant is that... Read More
Small business success is very similar to learning to walk,... Read More
Many of us have noticed how some nearby communities seem... Read More
A career coach could be simply defined your job seeking... Read More
One of the best marketing strategies a business or organization... Read More
Many mobile car wash operators would like to add de-ionized... Read More
Anyone who is serious about washing aircraft as a full... Read More
Washing manufactured homes, mobile homes, can be a lucrative and... Read More
Now that you have invested your time, energy and money... Read More
Most doctors never distinguish the difference between customers and patients.... Read More
In the first part of this article I put forward... Read More
Here are some of the questions that you need to... Read More
You bet it's worth it. Publicity via news releases, along... Read More
In this paper, I will:1. provide a framework for creating... Read More
A suggestion box is a really good idea for your... Read More
Sacred cows take a long time to die. We get... Read More
E-mail and Internet use are integral parts of the typical... Read More
The revenue history is a vital piece of your power... Read More
If an organization lacks a mission statement, it is worthwhile... Read More
Opportunities for home show businesses have never been more abundant.... Read More
The choice to incorporate a small business in Florida has... Read More
One of the most common horrific mistakes a business can... Read More
In the Truck Washing Business every single type of vehicle... Read More
As a franchisor I am always asked by new and... Read More
Small Business |