How to Test Your Marketing – Part 4: The Reason Why
Engagement is down, sales are flat, and people just aren’t responding to your marketing the way they used to. Why? Because your messaging is likely addressing a symptom, not the root cause.
Welcome back to the Heuristics series! If you’ve been following along, you’ve already dipped into the world of cognitive biases and the first three heuristics, but now it’s time to dig a little deeper. In this post, we’re tackling one of the most fundamental principles of successful marketing: Does your marketing answer ‘Why’ to the problem you’re solving? And no, we’re not talking about a surface-level “why,” like, “Why do I need a better tool for managing my to-do list?”—we’re talking about getting to the emotional heart of the real “why.”
Let’s break it down, shall we?
The Three ‘Whys’: Ask, Dig, Repeat
The key here is asking “Why?” three times. Sure, Simon Sinek popularized this concept with his Golden Circle framework, but the technique is as old as asking “Why is the sky blue?” The first “why” answers the surface problem. The second “why” gets you to a deeper layer. And the third “why” uncovers the emotional driver—the reason behind the reason.
Here’s how it works:
Example 1: Project Management Software
Let’s say you sell project management software. The surface problem? “I need a better way to organize my tasks and manage projects.”
Why #1: Why do they need a better tool? Because they have too many tasks to keep track of.
Why #2: Why is that a problem? Because they feel overwhelmed and can’t keep up with deadlines.
Why #3: Why does that matter? Because they want to be successful at work, impress their boss, and feel in control of their day-to-day life.
Boom. Now we’ve uncovered the emotional driver. It’s not just about project management software—it’s about stress relief, career advancement, and gaining control. That’s the real reason they’ll buy your software.
Marketing Copy Example (Surface Level):
“Stay on top of all your projects and tasks with our easy-to-use software.”
This is a surface-level pitch that addresses the practical need—getting tasks done—but doesn’t speak to the emotional reason they need the solution.
Marketing Copy Example (Deeper Driver):
“Take control of your day and start feeling confident at work again.”
This speaks to the emotional payoff—confidence and career success—which is what’s really driving their decision to buy.
Example 2: Weight Loss Program
Now let’s take a fitness program aimed at weight loss. The surface-level problem? “I want to lose weight.”
Why #1: Why do they want to lose weight? Because they want to look better and feel healthier.
Why #2: Why is that important? Because they want to feel good in their skin and be more confident.
Why #3: Why does that matter? Because they want to be seen as someone who’s in control of their life, admired by others, and capable of sticking to a commitment.
Now we’re talking about self-esteem, social status, and the desire to impress others. Those are the real motivators that drive this person to sign up for your program.
Marketing Copy Example (Surface Level):
“Join our fitness program and lose weight fast with our expert-designed workout plans!”
This copy focuses on the physical outcome (losing weight) but doesn’t address the emotional reasons behind it—confidence, control, or admiration from others.
Marketing Copy Example (Deeper Driver):
“Get in the best shape of your life and show them a version of you they’ve never seen before.”
This taps into the emotional desire for confidence, control, and social recognition—the real reasons they’ll buy into the program.
Data is Great, But It Doesn’t Tell You Why
Now, I know what you’re thinking: “But we’ve got all this data. We know what people are clicking on, how they’re interacting with our site, and what’s driving conversions!” And yes, that’s great. Data is important—it helps you see patterns and trends. But here’s the catch: data doesn’t tell you why people are acting the way they are. It doesn’t dig into their true motivations. To get to that level of insight, you need to stop hiding behind spreadsheets and get out there and speak to your customers.
You need to have real conversations, ask them questions, and listen. Validate your assumptions. Don’t just guess what they need or want—ask them directly. This is where the power of the three “whys” really comes into play. When you ask these deeper questions, you move beyond assumptions and get to the truth of what’s motivating your customers.
Remember, people don’t just buy things for logical reasons—they justify their purchases with logic, but they make those decisions based on emotion. The three whys help you uncover those emotions and craft messaging that resonates at a deeper level.
How to Apply the ‘Three Whys’ to Your Marketing
Ready to put this into practice? Here’s how you can start using the “Three Whys” in your marketing:
Identify the Surface Problem – Write down the basic issue your product or service addresses. This is where most marketers stop.
Ask “Why?” Three Times – Don’t just settle for the first answer. Ask why again and again until you reach the core emotional driver behind the purchase. This is the key insight you need to tailor your messaging.
Craft Messaging That Speaks to That Emotion – Once you’ve uncovered the deeper motivation, use it to guide your marketing messaging. Focus on how your product or service will improve their life, boost their confidence, or make them feel in control. Tap into those emotional triggers!
Test Your Messaging – The best way to know if your marketing is on point is to test it. A/B test different versions of your messaging to see which one resonates more emotionally. Track which message drives more conversions.
Refine and Repeat – This isn’t a one-time exercise. Continuously re-evaluate your messaging to make sure it’s still speaking to the deeper motivations of your audience.
The Real Reason People Buy
At the end of the day, people buy for emotional reasons. They justify with logic, sure, but the decision is driven by something deeper. By applying the “Three Whys,” you can uncover the true motivations that are driving your customers and craft messaging that speaks directly to those emotions.
So, the next time you sit down to create marketing content, ask yourself: Am I answering the real “Why” behind the purchase? Because if you aren’t, you’re not just missing the point—you’re missing an opportunity to connect with your audience on a deeper, more meaningful level.
By focusing on the emotional driver of your customers’ decisions, you can create marketing that doesn’t just sell a product—it transforms lives. That’s where real marketing success happens.
Follow Moni Oloyede at https://www.linkedin.com/in/moni-oloyede/
Critical and powerfully simple advice - get to the real why! 🙌