We know asking questions is important, otherwise how are you going to find out anything.
This is particularly true when trying to find out more about your customers.
However when marketing your brand asking yourself the why questions is often overlooked.
It is a pretty simple way of improving your marketing and finding out if you are heading in the right direction, especially with your marketing tactics.
There are many ways you using the why question and here are a couple:
Why Is This Important?
This could be used for why is it important to your customers, brand, partners etc.
To get the most out of the question you need to give a real answer that means something and not for example saying because everyone else is doing it. To get to the true answer you may need to ask the question a few times.
An example of using this approach is if you are deciding whether it is worth your time and money to buy CRM software. By asking the question you may get these answers:
- Because I can keep all the information in one place – Why is important?
- Because I can segment my customers to send out email campaigns – Why is this important?
- Because I can make sure I offer what they want, strengthen the relationships and keep them as customers – Why is this important?
- Because it will help build sales and save me from having to always look for new customers
You can go asking questions as there is no limit but as a general rule of thumb I find the real answer comes quite quickly because each time you get more specific answers.
Why Is This Happening?
This question is helpful if there is an issue regarding your business or with your marketing activities.
With this type of question it may be easier to use a mind map or just write a list to keep track of the exercise. For example if you had launched a new product or service and sales were not happening as you expected some of the answers to why is this happening could be:
- Not enough of my potential customers are aware of the launch
- There are not enough potential customers to buy the product or service
- The promotion was too scattered and not single minded
- Not enough refers from business partners
Often the answers to these questions are obvious however sometimes it is the simple thing of focusing to get to the obvious. By writing down answers it helps with the focus and you can get to the answer more quickly.
Do you have questions that you use to improve the marketing of your brand?