Here's why ‘WHY’ is such a profit-making marketing trigger.

“Stop taking two and three plates of food,” my mother said to me angrily. I was at a wedding and seven years old. Back then, at a lot of weddings we used to go to, food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I’d polish 3-4 plates without blinking an eye.

Mum wasn’t impressed, and told me to stop and desist.

“Why?” I’d ask. Her stock reply was always, “It’s bad manners to do that.” This Dustbin Hoffman act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.

My question remained unchanged. “WHY?”

“If you invite a hundred people to a wedding, how many would you cater for?” he asked. “A hundred,” I answered, proud of my analytical genius. “If you ate four plates,” he continued, “how many would remain?” He prompted quickly, “Ninety-six right?” I nodded vigorously. “That means some people don’t eat. If you’re so hungry, we can go out after wedding and get something to eat, but don’t deprive others.”

Dad Made Sense, Do You? **********************

Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn’t want to understand. And he did it by answering question, 'WHY?' How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?

Why 'Why?' Puts Elvis’ Shaking and Moving to Shame ***************************************************

Let’s examine six honest men. What, How, When, Where, Who and Why. Which one of these is most powerful psychological movers of them all? This would be better answered with an example.

Let’s assume you needed to go to supermarket. All other triggers (how, when, where, who and what) would make absolutely no difference if you didn’t know ‘WHY’ you were headed there. Everything else would be totally irrelevant. Once you know WHY you’re doing something, everything else is just a matter of logistics.

Why Does 90% of Advertising and Marketing Communication Go Down Drain? ************************************************************************

First, to view your sites PageRank©, simply download Google Toolbar for Internet Explorer, and visit your sites home page. Ironically, while we researched Google we stumbled upon formula by conducting a search in Google.

The original* PageRank formula: PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

For math wizards: PR(x) is PageRank of x, C(x) is number of outbound links on a page x, d is a damping factor set between 0 and 1 and is controlled by Google.

For rest of us: Your sites PageRank is almost completely dependent upon links to your site, backward or reverse links, reduced, to some degree, by total number of links to other sites on that page. A link to your site will have highest amount of impact on your PageRank if:

1) The page linking to yours has a high PageRank. 2) The total number of links on that page is low, ideally, just one link to your site. A site with a high PageRank and a large number of outbound links can nullify impact on your PageRank.