Why: a lightbulb moment
This post probably won’t be interesting unless you own a business or are in marketing, but I want to create it because it is a major thinking shift for me as a UX designer, designing apps and websites. In business, we commonly hear: to sell, you need to talk about the customer’s problem. And that is true. There is a place for that. But a lightbulb went off when I realized: you need to speak to your customer’s WHY in design and then dig deeper to get their core WHY, their core reason for buying your product. For example, for your target market- if you are selling your product to a small business, you figure out why the small business owner would buy from you. The first obvious WHY is that the business owner can make money if they buy your product. But it goes deeper when you continue to ask why. Why do you want to make money? Because I want to be able to provide for my family. Why do you want to provide for your family? Because I didn’t have a lot of money growing up and I want to start a new life. Why do you want to start a new life? They then say an answer like: because I did drugs when I was younger and I want to have a happy family and mother who is proud of me. There. We got to his emotional why. What do we do with that? We design a website that shows pictures of a happy, healthy father with a happy family. We have written copy that speaks to the life the customer really strives for. This why is the greatest motivational factor that moves a customer to buying your product.
AnneLutz via Apple Podcasts · United States of America · 09/06/23
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