Why Should I Care? The One Question That Matters Most

Whether you’re a B2B SaaS firm or a B2C direct-to-consumer brand, I often see firms make the mistake of marketing and positioning products by telling consumers what their products DO rather than how they’re going to change their lives.

The “what” is easy and the “why”…just a bit more elusive. “Why” requires a more thoughtful approach and a deeper respect for your customers' needs.

Recognize that, ultimately, customers buy solutions, not products or services.
They are interested in what you can do to help solve their problems or make life easier for them.

Not sure how to get started? Figure out your 140 character (that’s characters, not words…think short and sweet!) pitch line and distill all of the tech/marketing/product jargon down to what matters most: the “why” that will ultimately drive customers to buy.

Possibly Mark Twain said it best, "If I had more time, I would have written a shorter letter." Have a product launch on the horizon? Start by asking yourself WHY your customer should care. Offer the “why” before the “how”. Need inspiration? Don't miss this great article from Inc entitled Steve Jobs Was the World's Greatest Salesman Because He Answered the 1 Question on Everyone's Mind.

Are you a TED talk fan and avid reader like I am? For a deeper dive into the “why”, check out Simon Sinek’s talk “How Great Leaders Inspire Action” or read “Start With Why”.