While introducing a new business idea, entrepreneurs or business people need to plan the strategy very carefully to reach their target audience. For example, some plan to showcase the product by demonstrating its usefulness and how it can help them. At the same time, some others focus on showing how we are planning to implement the idea.
Now, the question is, which method is going to be more fruitful? Different people give various opinions. Some think it is crucial to make people aware of why a product will be essential for them, and once they know the utility, they will get attracted to it. Whereas, some think that if the inventors are trying to focus on pointing at high purposes, they might be at risk of violating people’s notion of what is possible. Instead, it is better to persuade them by focusing on how the idea will be implemented.
What is right then? “WHY” or “HOW”:
Some study needs to be done in search of the answer. If we try to promote our idea to an audience of novices like friends, family members, general crowd, etc., then it might be good to go with “WHY.” This set of people appreciates the idea when they know the purpose of going for it. For the novices, whenever they encounter a new product, they will first ask why I should go for it? What will be the utility for me? Newbies do not have any experience in evaluating ideas. They concentrate more on the desirability and ultimate benefits. So, the “WHY” term works better for them. With “WHY” terms, there is an increase in the percentage of this kind of people appreciating the idea.
On the other hand, if the target audience belongs to the expert category like professional investors or innovation managers, they would instead respond better with the “HOW” term. The experts have a long experience of evaluating innovative ideas. As they can already understand the utility of a product, they would more likely respond to concrete arguments as to how something is accomplished.
What is the solution, then?
It is impossible to say which term will have more impact, “Why” or “How,” but it has to be decided based on the target audience. While planning the promoting strategy, think about who your target audience is. If the target audience is novices, then go with the “why” term and if they are the experts, give more emphasis on the “how” term. When you present your idea in front of the audience, know about them very well first and then plan accordingly. If your presentation’s basis is on the target audience, it will attract appreciation. So, don’t be rigid with just one term, but be well prepared with both and present as per the audience you have. Both “why” and “how” are important, but it changes as your target audience changes.