Alejandro Arce — home Thinking in Public
No. 144 · Marketing

Tell them why, not what to buy

Line illustration: a signpost with blank arrows pointing in different directions and a single lantern hanging beside it.

You should not tell your customers what to buy. You should tell them why.

Before you prompt your AI to build you another About page, think about your story and what actually connects with people. When you tell your story, what do people care about? That's what you should be sharing.

Watch the reel on YouTube

So when you talk about your product, also talk about why you built it, why it's better, and why you care.

All the funnels, the ads, everything that's being automated: people are going to care a lot less about it. They're going to care about your story.

Try this: write three sentences on why you built what you sell, and put them above the product description.

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Share the why. Not just the what.

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