Marketing Starts with Why First

A common message to sell a product is:

WHAT → HOW → WHY

It is said that messages are created in the following order.
"We have a new product," "It has these features," and "You can use it in this way."

This is the usual structure of a message when selling a product. However, there is no emotion in this message. People don't buy functions, they buy dreams in many cases. So, general messages, function comparison, price comparison, etc. are important. For example, when you are thinking of buying a bag, how do you choose the right one? Is it the purpose or the price? If purpose and price are the only important factors, then you can just go to a cheap bag store and buy the bag you need at a reasonable price. However, if you are buying a brand-name bag, why? "Because it looks good," "Because Mr. _______ has it," or because there is a sense of added value, such as "I saw it in a movie."

The marketing message that creates a value that is not based on use and price is not the same message structure I described at the beginning. It requires a message structure that is completely the opposite.

WHY → HOW → WHAT

This is because strange as it may seem, price and use are not important factors. The first message is to tell people about your dream, and this product is the result of that. Why don't you think about a marketing message that considers this process?

Martin Luther King, Jr. did not begin his speech with an "I want to do this" message. It started with "I have a dream...". What is your dream for your product?

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com

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