Six Honest Serving-men

Orangeville, ON (James Doan)

I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
Rudyard Kipling

Of the legendary 6 serving-men, I find the second on the list the most often neglected in marketing materials. As a business owner or manager, you are usually very conscious of what you’re promoting, having expended energy on bringing your product, service or event into being. However, you may forget to put into words the rationale for your new offering and the surrounding circumstances.

So consider these reminders for that equally important W, why:

  • What makes your item relevant and important for buyers?
  • What problems does it solve better than its alternatives?
  • How does the format of the offering meet people’s needs?
  • What is your underlying goal that people might identify with?
  • What makes now the perfect time to go ahead?
  • What are the stakes involved, not only for the customer but also for society?

Not all those factors will play a role for your audience, but select those that might and integrate such elements into your marketing copy. That way, you better connect with people’s mindsets, values, emotions, convenience and motivation.

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