Why How What
Learn how one simple rule can help you succeed in marketing.
One of the most difficult things about running a business or starting a project is not building the right product or putting together the right team, but rather knowing how to sell and market your idea. It may seem simple, pay for some Google Ads, hire a marketing firm, or pay an influencer to do all the talking. But in reality if you as a founder cannot explain your idea in an enticing way, it’ll be hard for you to sell whatever it is you’ve painstakingly built.
There is one piece of advice that I have taken with me throughout my entrepreneurial journey that I’d like to share with you.
It’s called the WHY, HOW, WHAT technique.
I first heard about it on a Ted Talk by Simon Sinek. It’s simple, whenever you are trying to convince someone to do something, whether it is to buy your product or in this case donate to your project, you start by explaining WHY you’re doing what you’re doing, then HOW you’re doing it, and lastly WHAT you’re doing.
Simon spoke about how Apple uses this technique to attract it’s users and connect with them on an emotional level. Rather than just selling a product with a lot of cool features, they are selling the idea that anyone who buys an Apple product is essentially a part of the innovation and advancement of humankind to their audience.
This technique also translates into writing an enticing campaign.
Here’s how you can apply it to your campaign
WHY
Your campaign should start out with your story; what is your mission and why did you want to build this project. The introduction is all about connecting with the reader emotionally. It even helps to have a video of the project creator and his team discussing the mission of the project.
HOW
Next you’ll want to discuss in detail how you’ll successfully complete your project. This includes introducing your team members (if your team members have amazing qualifications mention them), talking about the plans for your project, what your project’s timeline is and how you’ll be using the funds you raise.
Include images and videos to further explain this. By providing imagery, not only are you breaking up blocks of text making it easier for the reader, but you’re also making your campaign more engaging and easier to understand.
Keep in mind that being transparent is incredibly important and that by providing as much detail as you can about your project, you’re only increasing your credibility to your audience.
WHAT
Lastly talk about the what of the project. This includes what your goals are, what are the risks and challenges you’ll face, what is in it for the supporter who donates to your project (the rewards), and what are you asking for from your supporters (your call to action). These are all important to discuss in detail as it would make it clear to your supporters what they should expect from your project.
Rewards are incredibly important and you should put a lot of thought into what rewards you’ll be giving away. You can read more about how to choose effective rewards here.
Your call to action should also be very direct. Specifically state how your supporters can help, whether that is donating, sharing your campaign with others, and/or providing feedback. By doing so, you’re not leaving your reader guessing as to what you need from them.
*****
I hope this brief explanation of the WHY HOW WHAT technique will be a helpful guide for you in writing a strong compelling campaign.
If you have any questions feel free to message me in our Discord Channel.
Best of luck!
Iris Lee, Co-Founder
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