Why do I need to brush my teeth?

The power of "Why?"

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I have 4 kids all under the age of 7.

The most common question I get from them on a daily basis is "why?"

"Why do I need to brush my teeth?"

"Why do I have to go to bed?"

"Why is he allowed to do that but not me?"

"Why? Why? Why? Why? Why? Why? Why?"

So maybe they are rubbing off on me but I find myself asking why a lot more than I used to.

I have been helping several companies overhaul their messaging and positioning lately so find myself specifically asking the question - "Why does that matter?"

Asking the question and pushing for deeper answers is one of the great unlocks for great marketing. Too many people stop at the surface level.

"We use our proprietary AI model to surface insights into your sales team"

Why does that matter?

"It allows Sales leaders to understand what is happening on sales calls across their entire team"

Why does that matter?

"They can use those insights to understand what trainings and coaching the team needs."

Why does that matter?

"If they can be better at training the right skills they can get better results on sales calls."

Why does that matter?

"Only 40% of reps usually hit quota. Better trained reps will help these companies get a larger portion of reps to their quota."

Why does that matter?

"It will help companies hit their revenue targets this year, which is what our buyer, the CRO, is being measured off of."

Headline 1 -

"Surface insights into your sales calls with our Proprietary AI model"

Headline 2 -

"Know exactly what to train your reps on so you never miss a revenue target again"

Which one sounds more compelling? You get the point.

While it may seem annoying, if you keep asking the question you can get to the heart of why.

Why would someone care about another AI tool? People don't care, unless you make them care. Keep asking why and you will have something you can craft meaningful marketing around.

You can apply this approach to everything from homepage copy to blog articles to ad copy to your overall messaging and positioning.

So don't just stop at the surface level, keep asking why.

Thanks for reading - Adam

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B2B GTM is Broken

Still Stuck with Outdated B2B Tactics? You are Burning Cash!
B2B Leaders: Stop the revenue leaks! Shift to the "People-first GTM" approach. In just 40 pages, uncover how relationships & partnerships can skyrocket your revenue. Don't be left behind.

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