The reason why is the textual exposition of how the company aims to realize its business intentions.
The reason why is articulated by answering questions that a customer might ask themselves.
What does this product offer additionally? What does it have more than others?
Features and objectives of the reason why
In the phase of creating the reason why, the following are developed:
- The techniques to support the main goal;
- The supporting evidence, a strong point that can also be linked to the Up Selling Proposition that distinguishes you in achieving the purpose;
The reason why is the last part of the business development process (the copy strategy).
You start with the product, which will have certain features, then you will move on to identifying the USP and
benefit.The benefit serves to fill the gaps of the insight (which in this case expresses the still unmet need of the customer). The reason why will confirm this benefit by defining it in its entirety.
The benefit, or final advantage, is what will bring the reason why to the end customer in terms of quality and ROI.
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