The all-time favorite question of kids everywhere is, “But, why?”
Every mom, dad, aunt, uncle, babysitter or neighbor who’s been inundated with “But, why?” will invariably answer (usually out of sheer frustration), “Because.”
But when it comes to branding, marketing and strategic communications, asking “But, why?” is not only important, it’s essential.
Talk to any of my clients, and you’ll quickly find that I like to ask questions. A lot of questions. (I consider it a badge of honor that in my former life as a corporate communicator, I got kicked off a strategic planning team for being “too enthusiastic” and “generating too many ideas” with my questions!)
For me, asking questions is absolutely necessary for me to do my job. I typically ask more questions than a lot of my clients expect, and certainly more than they have answers for.
I don’t expect them to know the answer to every question I ask. That’s part of what we work through together. It’s the thinking part of strategic communications.
We ask questions, explore various answers, and then come up with the best solution to the problem.
When it comes to marketing and communicating your business or product, become a bit childish by continually ask “But, why?” – and do so without settling for the pat answer, “Because.”
“Because” may get you a pretty brochure or a new web site, but, I promise it will never get you more sales leads, new customers or top-of-mind name awareness.
For that, dear readers, you must ask, “But, why?” until you can ask it no more.
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