August 28, 2025: The Why Test

A powerful principle.

This week, while prepping for a marketing workshop with William & Mary students, I thought about one of the simplest (but often overlooked) lessons.

The “What/Why.”

What = The details (time, location, cost)

Why = The outcome

Most marketers focus on the details (the What) but forget the deeper benefit (the Why). This is a huge mistake.

People are never just purchasing a product or attending an event. They’re investing in an upgraded version of their lives and subconsciously asking, “How will this make my life better?”

So, here’s a trick for uncovering the Why: add the phrase “so you can” after whatever you’re promoting.

Don’t just say, “Buy a Blackstone Grill!”

Instead, say, “Buy a Blackstone Grill — SO YOU CAN — finally cook restaurant-worthy burgers and steaks in your own backyard.”

When you discover the outcome, you’ve usually found your headline.