Peter Vander Wall explains the "three whys deep" technique: ask why three times to uncover what customers really want. A business owner wants to save on taxes, but dig deeper and they actually want to hire someone so they're not making every decision alone. Marketing that reaches this deeper desire makes people feel seen.
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Talk about the three whys deep. Yes. Okay, this is one of my favorite things. So essentially you are taking everything that you do in your business or your offer, basically, and asking the question why? Three times. And so like Peter said, maybe the first why is they want to save money on taxes. Why? So that they can increase their margin. Well, why do they want to increase their margin? So that they can hire a number two in their business. Well, why do they want to hire a number two? Because they're so dang tired of being the only person who makes decisions in their business. So you can really get down to the heart of things and understand behavior psychology. And that's going to drive your marketing way beyond what other people are doing, which is just throwing up an ad, being like, do you want to save money on taxes? Like we see it all the time. And then everything becomes easy because you're literally talking to people exactly where they're at and exactly what they are desiring. Not this surface level desire, but this deep rooted desires that they have. It's the difference between you understanding them and you not understanding them. And people will be able to see that and feel that and they'll pick you over anybody else who isn't going that deep in their marketing strategy.
