In an earlier article titled, ‘The 5 W’s and 1 H‘, we outlined the series of questions that help to comprehensively understand your brand, not only what you are now, but what you want to be in the future. It seems straightforward, like it should only take a few minutes, but then you hit ‘why,’ and often, the conversation grinds to a halt.
Of the 5 W’s and 1H, ‘why’ is the most difficult question for brands and businesses to answer. Specifically, the question is:
Why do our customers choose us and not an alternative?
You might stumble around it, having a difficult time formulating an articulate answer. I know I do with my own business. My knee-jerk response is often, “Customers choose me because they know me.” and that may be true, but lacks substance and detail.
If only we could ask this question at a moment when one feels their ‘why’. I can’t think of a more poignant example of that moment than in 1985 when Sally Field stood up at the podium at the 57th Annual Oscars collecting her Best Actress award. Here’s the clip in case you don’t know it. https://youtube.com/shorts/CscF8PhrICc?si=J97JPkB-GQatIi5O
As a marketer, it would be so much easier to get to the details of “why” with business owners and leadership if we could all have a moment like Sally did at the Oscars. Her ‘why’ was palpable that night…nobody had to ask.
Sally, people like you because you’re a current of champagne bubbles and fun, lighting up any room you enter.
To translate that to professional services businesses, if someone asks you, “Why do your customers choose you and not an alternative?” try to channel your inner Sally Field and picture winning a prestigious award, one that is nominated and voted on by your peers, colleagues, and even competitors. Hopefully, in this mindset you can get over the writer’s block and answer with the clarity you need.