{"id":9839,"date":"2015-11-05T15:12:10","date_gmt":"2015-11-05T21:12:10","guid":{"rendered":"http:\/\/smallbizsurvival.com\/?p=9839"},"modified":"2015-11-03T15:13:33","modified_gmt":"2015-11-03T21:13:33","slug":"good-marketing-answers-the-why-question","status":"publish","type":"post","link":"https:\/\/smallbizsurvival.com\/2015\/11\/good-marketing-answers-the-why-question.html","title":{"rendered":"Good Marketing Answers the \u2018Why\u2019 Question"},"content":{"rendered":"
\"Success<\/a>

Photo (CC) by BruceBer, on Flickr<\/p><\/div>\n

Why should I read this article? My hope is that it will help your bottom line.<\/strong><\/p>\n

A marketing message, just like a news story, must answer several questions, including who, what, when, where, how and why.<\/p>\n

While all the parts are needed, only one element connects with the consumer and gets a person to take action. That part is the \u201cwhy.\u201d<\/strong><\/p>\n

Although the why question can have many forms, two of the ways it often is expressed are crucial if you, the business owner, are to get a person to buy what you have for sell. The first form is: \u201cWhy should I spend my money on product X?\u201d<\/p>\n

To answer that question, you need to make a convincing argument<\/strong> of how your item solves a problem the customer has. If the customer has not recognized he or she has a problem, then your marketing job got much harder. In that case, generating action may take several messages.<\/p>\n

If customers have recognized the need, you still are faced with helping them understand what they will gain in terms of their individual motivators<\/strong>. This differs for every person, but think quality of life, safety, time with family, time saved or dollars saved. The list is not exhaustive, but these give you a sense of our basic motivators.<\/p>\n

The second form of the why question just adds a couple of words: \u201cWhy should I spend my money on buying product X from you?\u201d The customer thinks, \u201cYou may convince me I need the product, but now you must convince me that your business is the best source<\/strong>.\u201d<\/p>\n

A typical response to this question is to offer the best price. But price only works for a short time<\/strong> because someone always will come along with a better price. Instead, here is where the tools of relationship building, trust and service come into play.<\/p>\n

Research continually finds that most consumers are not as price-driven as you might imagine. While price cannot be ignored, the total package – the brand, the service and the price – is what gives the customer the greatest satisfaction.<\/p>\n

The why question can take other forms, and you cannot ignore the who, what, when, where and how. But focusing on these two forms of why will create a great base to your marketing message.<\/p>\n

So does your marketing message answer the why?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Why should I read this article? My hope is that it will help your bottom line. A marketing message, just like a news story, must answer several questions, including who, what, when, where, how and why. While all the parts are needed, only one element connects with the consumer and gets a person to take […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":""},"categories":[7,17],"tags":[190,137,189,73,153,188,48],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/posts\/9839"}],"collection":[{"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/comments?post=9839"}],"version-history":[{"count":1,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/posts\/9839\/revisions"}],"predecessor-version":[{"id":9840,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/posts\/9839\/revisions\/9840"}],"wp:attachment":[{"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/media?parent=9839"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/categories?post=9839"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smallbizsurvival.com\/wp-json\/wp\/v2\/tags?post=9839"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}