Consumers Do Not Buy What You Can DoThey Buy Into WHY You Do It!
The First thing I ask all new clients is to dig deep and return with an answer to the question: “What’s your why?” It sounds easy, even silly, but once we can get hold of that thing that drives you, half the battle is won.
Before the Internet went Dexter on our attention spans, advertisers could still get away with rambling on about the HOW and the WHAT. Today, it’s all about the WHY. No matter if it’s a question of life purpose or brand message, answer the WHY and the rest will fall into place.