When creating marketing materials for your business, what’s most important to share with your target audience? Is it What? Where? or Why? Let’s explore each of them.

It’s incredibly important to tell the customer exactly what they’re getting. “WHAT” should certainly be included in your marketing materials. However, it should play second fiddle to other information you should share with your target audience.

Yup, I just busted the bubble of a few folks who created an entire presence around WHAT their product is. Sorry. Keep reading, I’ll tell you how to fix it.

WHERE: Where customers can find your products is also important. There are certainly times when location is a determining factor in a purchasing decision. “WHERE” is usually most important if the customer has already made a decision to buy and all locations were comparable in price. Therefore, the most convenient location wins that customer. “Where” is likely to be the least influential factor if there are multiple local outlets for your product or service.

WHY: Allow me to clarify what I mean by “WHY.” It is not about why you are great or why your product or service rocks. If you’re reading this, you’re a pretty cool person and we already know that your products and services rock the market!

When I say “WHY,” I mean why would the consumer want to buy from you? How will it make them feel? What problem will it solve in their lives? Why is this the solution they’ve been looking for?

When you paint the picture of how your brand/product/service etc. will touch the life of your customer, they will then start to form an emotional connection with you. People buy from those that they know, like and trust. By connecting with your audience (potential customers) you begin to develop the “know-and-like” relationship. (tweet this) People like solution providers. Earning their trust comes later over time when you deliver quality products that actually deliver on the claims you make.

Ammie’s Assignment: Review your marketing copy. Are you presenting your brand/product/service as a solution to your target market’s needs? If not, spend some time revising your content so that it’s customer-centric and addresses the WHY first.