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The process of HOW

I will give you a small summary of this series.

WHO: The core client, is most likely to buy your product or service in the quantity required for optimal profit.

WHAT: The unusual offering your business has and uses.

HOW: The persuasive strategy that will convince your lead customer to buy your unusual offer over all the other offers your competition is promoting.

STRATEGY: The series of actions through which you make your core customer aware of your unusual offer.


To create a persuasive strategy that works, avoid the misconception of simplistically building a better product or service that automatically attracts customers. Instead, focus on providing a service that becomes highly valued, sets you apart from the competition, and creates lasting relationships.

A persuasive strategy must possess five essential qualities:

Action-oriented: clearly defines a specific action using active verbs.

Strategic: Emphasize "what" your product will do, not "how" it will do it.

Honest and achievable: Make sure your strategy is realistic and achievable.

Tightly integrated: Aligns persuasive strategy with the core customer and unusual offering.

Developed with utmost care: generate multiple options until you find the most effective and promising idea.

So what are the steps by which we find HOW? This is the process of HOW:

The process of HOW

Let me give you some examples of WHO, WHAT, and HOW statements:

A local newspaper

WHO: An active family who owns a home in a community looking to improve their quality of life and stay informed about local products and services.

WHAT: Timely, valuable news and information that impacts local community life.

HOW: Gain the trust and respect of the community, helping to make it a better place to live.

A retailer of golf products

WHO: An affluent, avid golfer looking for a better golf experience.

WHAT: Expert advice, personalized support, and a passion for helping customers improve their game.

HOW: Help golf enthusiasts achieve their individual goals.

A global technology provider

WHO: A global business company seeking expert advice from a technology provider that understands its needs.

WHAT: A trusted partnership that ensures operational efficiency following an investment in technology.

HOW: Develop a deeper relationship by adapting services to the ever-changing needs of your customers.

Developing a persuasive strategy involves carefully considering WHO your target customer is and WHAT your unique offering is. The approach must be one aimed at persuasion. This way your business will stand out from the competition and drive growth.

In conclusion, to gain a Competitive Advantage, you need to identify WHO your core customer is, understand WHAT unique offer will promote your business, and develop a persuasive strategy, HOW, to convince customers.

This is HOW you need to master your business by implementing a series of actions that promote your unusual offer to your target audience.

By following these steps, you can create a compelling and distinctive market position that sets you apart from the competition and attracts ideal customers.



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