Today's blog is brought to you by the letter "why"

Most people with any journalistic bent at all have heard of the 5Ws (who, what, when, where, why... and the first cousin, how). Generally, news stories answer these questions at a minimum and build out from there – all well and good in a reactive, "just the facts, ma'am" sort of way.

In the marketing world, one of these things isn't like the others. One question goes right to the heart of the matter and demands results in a way the others can only dream of doing. Consider for a moment the staggering potential of "why?"

Why uncovers. It explores. It challenges. It says to those who have the courage to invoke it, "You have a company, a widget, or a service, so what? Why should I care? Why should I spend my hard-earned money on you instead of the dozen others just like you (or maybe even better or less expensive than you)? Give me a legitimate, original reason to care, and I'll reward you with success. Otherwise, don't waste my time."

The really smart marketers know "why" is not even a question. It's the answer.