Why though?

If there’s one word every marketer should obsess over—frame it, hang it on the wall, and maybe even tuck it in bed—it’s a humble little word we all say but rarely reflect on what it really means.

“Why.”

Because it’s only with “why” that you discover what you want most as a marketer.

Why your customers choose your brand over the competition.

My Cousin’s TikTok Problem

Like you, I have a cousin who’s obsessed with TikTok.

At every family event, you’ll find her face down on her phone, smiling into the screen right before she pulls it from her face and sticks it in mine.

She’s a music producer trying to grow her brand, and she’s convinced TikTok is the perfect outlet, so lately, she’s been working hard to create videos that get mixed results.

Some work. Some flop. And the only thing consistent is her inconsistent results. 

But last week, after catching up, she confessed a truth all content creators know quite well.

“It’s hard to figure out what sticks.”

And she’s right. Hell – anyone who’s tried to grow an audience knows that feeling: posting into the void, worrying, waiting, just hoping something will finally gain traction.

So, having thought about the power of why, I issued her a challenge.

‘The next time you scroll and find a video you love, stop and ask yourself: why did you like it?

Was it funny? Did the music hit just right? Was it super helpful? Did it explain something perfectly? Did the host’s vibe pull you in?

She took the advice, and guess what? It changed how she saw content creation.

Instead of guessing what works, she started looking for patterns. And that’s the key: understanding the reasons behind why something connects makes finding the patterns much easier which makes it easier for you to replicate.

And this isn’t just about TikTok. It’s about everything you put into the market.

What “Why” Really Means

“Why” isn’t just that bitchy, whiny noise teenagers make when they’re told to clean their room. Whhhyyyyyyy!

“Why” is a concept. It’s the foundation of every choice your audience makes—and every decision you should be making as a marketer.

Let’s role-play for a second. Think about the last time you bought something online. Be honest: why did you choose that product or service over its competition?

… It’s a hard question, right?

Maybe it was because it popped up first on Google. Maybe the website made a great first impression with a sleek design and clear benefits. Maybe the reviews made you feel more confident. Or maybe you liked the product photos—crisp, professional, reassuring.

Whatever the reasons, those are the “whys” behind your purchase. And once you know those reasons, you have a roadmap for marketing something that wins.

This means “why” isn’t just an abstract idea. It’s your strategy.

Test the “Why”

Here’s how “why” works in action.

I was working on a Google Ads campaign – my company’s bread and butter –  for a client who worked in the trades.

We had killer ad copy, a solid click-through rate, and people were hitting the landing page like troops were hitting a beach in 1944.

Unfortunately, despite all the success on the front end, we had a lot of trouble on the back end.

The people were bouncing off the landing page faster than me, hitting “skip” on every 30-second YouTube ad I’ve ever seen.

And it was oh-so frustrating.

After all, my client doesn’t care how many people clicked on the ad; they care how many of them turned into customers.

So, my partner and I stopped and asked the magic question:

Why?

Why weren’t people staying on the landing page?

So we scratched our heads, paced in circles, and went to work.

Based on time-on-page data and some brutal honesty, our “why” became pretty obvious: the landing page was the problem. It looked outdated, the benefits weren’t clear, and it didn’t inspire trust at the first impression.

And that’s a huge problem.

You ever wonder why people say, “Don’t judge a book by its cover?” Because people judge books by their cover.

So we went back and tested a simple solution: build a new landing page with a clean, modern design and sharp messaging to see how it performs.

Almost instantly, conversions came in.

And all of this came from asking why.

Why Is Your Compass

As marketers—and really as humans—we’re always looking for the next step. We want to know why some people get great results and figure out how we can get them, too.

That’s where why comes in.

All you need to do is state your goal and then ask why it happens.

Want to write a bestselling book? Ask: Why do people love books like Harry Potter? Maybe it’s because they stir the imagination, connect with childhood dreams, or are easy to read. Use those insights as your guide.

Want a six-pack? Ask: Why do some people have one? Because they watch what they eat, exercise regularly, and avoid late-night snack binges in their underwear.

Want more customers for your marketing business? Ask: Why do the best agencies succeed? Maybe they offer stellar customer service, build lasting relationships, give great results, or excel at referrals.

Those “whys” tell you exactly where to focus.

It’s not perfect, but it’s also not wandering in the dark. It allows you to at least get a few ideas to test, and that’s what’s most important.

Spending time figuring out why something works.

Full Circle

If you want to get better results in anything, it all begins with why.

Why do people love this? Why did they choose that? Why isn’t this working?

Because when you know the “why,” you know the “how.” And when you know the “how,” there’s nothing stopping you from success.

From TikTok videos to landing pages, every success story starts with understanding the reasons behind it. So, the next time you’re stuck, don’t just keep pushing forward like the impatient people getting off airplanes.

Instead,  Pause. Reflect. And ask the only question that really matters:

Why?

Please like, comment, share, and tell me what you think! What’s your biggest why question? If you need help setting up and running Google ads, let me know – I’d love to see if I can help.