Why your WHAT matters just as much as your WHY in your messaging

Do you struggle to explain WHAT you do?

Yes, your WHY is important - but I'm tired of branding "gurus" who say things like, "People don't buy products, they buy emotions."

Or "People don't buy what you do, they buy why you do it."

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The Reality Check Your Brand Needs

Here's the thing: When people are totally confused about what you actually do, they have no context or frame of reference to begin to understand your "why".

They've most likely switched off from the emotive vagueries that took hours, if not days, for your team to craft.

Startups and most scaleups don't have the levels of awareness that a brand needs to forgo the "What" in their core messaging.

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The Power of a Well-Crafted One-liner

A good one-liner encapsulates what you do AND why you do it.

A good one-liner is easily understood by your prospects AND new people you meet in the pub or at a BBQ.

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Examples That Get It Right

Here are two cracking examples that nail both the what AND why:

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Beauty Pie‍

Luxury beauty minus the crazy retailer markups

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Notion‍

The connected workspace for your docs, projects, knowledge, and AI

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The Bottom Line

Neglecting your "what" only leads to confusion, frustration and blank looks.

It's time to bring the "what" back into messaging. Your customers will thank you.

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#BringBackTheWhat

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