Mark wrote about 5 whys in this thread.
First, a definition:
The “5 Whys” technique involves asking “why” 5 times.
It’s a great way to get to the core of an issue and understand it completely.
Each “why” peels off a layer, and when you do it 5 times, you get to the deepest level.
In the context of copywriting and marketing, asking “why” 5 times helps you find…
- Your offer’s top benefits
- Your customers’ top pain points
- Angles that resonate on a deep level In other words, it helps you go from boring features to profound emotions.
Let’s do a weight loss product example.
Why do customers want it?
To lose weight.
Why?
They want to be healthier.
Why?
They want to feel more energetic.
Why?
They feel unhappy right now.
Why?
They feel like they’re failing themselves.
Here’s another for an investing course.
Why do customers want it?
Investing is confusing.
Why?
There are too many strategies.
Why?
There are too many sources of information.
Why?
Financial stability is something many people want.
Why?
They want to avoid fear and pain.
Once you have the answers to these questions, you can use them to come up with the perfect ads/copy.
For our first example, we could hit the “failing themselves” angle hard and position the product as a way to gain confidence and self-actualization.
No matter what you sell, you can go through this exercise.
Ask why, then do it again, then do it 3 more times.
I bet you’ll find some angles that hit a lot harder than the most obvious ones.
Here are the crucial lessons to understand…
- If you want to persuade and convert, you need to inspire emotion.
- Boring descriptions of what your product does won’t do that.
- Asking why 5 times can peel your offer back and reveal amazing angles.
Make sure to thank Mark if you liked this post.