But Why? (fourth in a four-part series!)

When we were kids, my little brother Scott was always asking our mom questions about random stuff and he’d always follow up with a million “but whys". It could have been on any topic, here’s an example: 

  • Scott: "Why does a car need gas?"

  • Mom: “Because that’s how it gets energy to move.” 

  • Scott: “But why?” 

  • Mom: “Because the engine needs fuel, like we need food.” 

  • Scott: “But why?” 

As his big sister, of course I wanted to pummel him, but he was just trying to get to the core of what was really going on. Once he got to the core of his question, he’d be satisfied. 

You need to get to the core of your potential customer’s problem and you do that by asking “why" until you’re satisfied you have the real answer.  

In this fourth and final installment of a series of posts about who you arewho’s your customer and what’s their problem, we’re going to continue to dig deep into your potential customer’s problems. 

Why do you need to really understand their problems? 

Because once you understand what’s really going on for your people, you can get their attention, genuinely engage with them and then, when the time is right, make an offer to help them.  

I call it the Scott approach. I’ve also heard it called the 5-Why Approach. 

Let’s break it down and look at it in action. 

Your client’s problem: 

“I need to loose the last 10 pounds.”

But why? 

“Well I want to fit into my clothes.” 

But why? 

“I want to feel confident in my clothes.” 

But why?

“When my clothes are too tight I tell myself how stupid I am.” 

But why? 

“Because when I’m anxious, I have no self-control and run for the potato chips.” 

But why? 

“I’m presenting at a conference in two months and I’m terrified.” 

Do you see how this works? 

On the surface it’s a weight-loss problem at the core it’s a fear-based, self-esteem issue. 

Now, I do not recommend going up to a potential customer and asking them "but why?” five times. That’s the quickest way to loose a customer. 

Instead take these four steps: 

Step 1: Go to your list of your client’s problems. (You did that right?) If not, no worries, first, download this cheat sheet to help you. 

Step 2: Highlight the problem or problems you think are the biggest issues. 

Step 3: Brainstorm (on your own) each problem, putting it through the 5-Why Approach. 

Step 4: Talk to your potential customers to validate your findings. 

Don’t skip step 4 because it’s the proof in your pudding. 

When talking to your potential customers, you now have your “5-Why" research in your back pocket. 

Carefully listen to their problems and see if it corresponds with your 5- Whys. If they confirm your 5-Why research, excellent. Take notes and pay careful attention to the exact language they use. You’ll want to use their exact language to develop powerful copy for your website. (More on that soon.)  

If they don’t confirm what you were thinking, this is the perfect opportunity to find out more. Learn more about what’s happening for your potential customers by asking open-ended questions to get to the bottom of what’s going on. 

Holy cow! 
This was hard work, right? But if you’ve followed along, you’ve built a solid foundation for your business. 

If you’ve jumped ahead to say putting together your website content it’s kinda like building a house with walls but no floor. So I really urge you to do this first. 

Next week we’re going to take off for SPRING break! (No, I’m not doing anything crazy, are you?) 

OH! And one last thing.

I’m thinking about doing a FREE webinar covering these four steps. Is this something you’d like? Would it help you out? Let me know? Just respond to this email. 

Marissa BishopComment