Good marketing and advertising asks one question over and over: "Why?"

To be effective in communicating with customers and prospects, you must understand their needs. That means asking "why" many, many times.

• "Why did you get into this business?"
• "Why do customers spend money with you?"
• "Why do they trust you?"
• "Why is your product or service important to them?"
• "Why is it better? Is it better?"
• "Why did you choose that shade of paint to decorate your showroom?"
• "Why did you choose that design for your logo?"
• "Why do you want to have your picture taken there?"
• "Why do think your competitor's video is so good?"
  

To create messaging that customers and prospects listen to, you must first understand what messages they want and like to hear — and why —  and what they value — and why. That requires serious investigation.