Stop me if you've heard this one before:
A product innovator walks into an advertising agency...
He's invented the best hammer to ever hit the market. Now he needs the agency's help to tell the world all about it.
"What makes this hammer so special?" the creative director asks.
"Just look at it," the proprietor beams with pride. "It's a work of art."
"Why would anyone buy it?" the agency lead asks.
"Because!" the proud tool wielder interjects, "it is made of state-of-the-art titanium. Its ergonomic, padded grip is like nothing the market has ever seen before. And the reinforced hammer face is so durable, we guarantee it for life!"
"Interesting," the creative director observes. "Can we talk to someone who's bought one?"
"Sure! Here is our happiest customer," he quickly obliges, handing the CD the customer's contact information. "He'll tell you all about it. The strength, the light-weight design, the innovative handle, the power and speed. If we can get all of that into the advertising and website, this thing is sure to fly off the shelf!"
The creative director schedules a phone call with the satisfied customer. They chat. He begins...
"Tell me, sir, why did you buy this hammer?"
A grin forms on the customer's face. That's when the creative director knows he's going to get to the heart of the customer journey. The trigger. The inflection point. The one to capture in the messaging and marketing. And, sure enough, he gets it...
"Because," the customer explains, "I wanted to build a treehouse to spend more quality time with my kids."
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So. What do you think the creative should lead with?
Why. Not what. Not even how.
1 —> Lead and captivate with Why.
2 —> Support and differentiate with How.
3 —> Validate and close with What.
Nobody wants your what until they’re comfortable you understand their why.
Once that emotional first connection is made on the WHY level, you can move on to selling your bigger, better, badder HOW…but not before.
Your WHAT is essentially the same as every other hammer in the toolbox.
The customer decides WHO. And WHY.