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The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.

I was a with a client in Silicon Valley last week — a well-known, publicly traded maker of consumer electronics — and we were working on “The Why Question.”

Why should people buy your product or service? 

Supporting questions: How will they be better off after using your product or experiencing your service? How will you improve their life or work? What’s in it for them?

Here’s a big clue: It’s not your speeds and specifications. It’s not your system, process, or methodology. It’s the real-world, emotional, life or work improvement that you create.

Market that. Everything else is more for your benefit than the customer’s or prospect’s.

Action Question: What’s your answer to The Why Question?

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