We marketing people go through a lot of effort to find that one perfect thing to say to enthrall our prospects. We’ll pour over research. We’ll write creative briefs. We’ll brainstorm.

I know I’ve gone down many a rabbit hole searching for the exact perfect story to tell those I hope to serve.

After years of chasing ideas, I came to the realization that I was looking for the wrong thing. The key wasn’t in finding the answer. It was in finding the question.

The question

What is it that makes what we have to say powerful? It is when it answers a burning question that those we hope to serve have.

This is the secret. If you want to communicate something undeniably relevant and meaningful, then you must first understand the question your prospect has.

The magic question is, “What is your prospect’s question.”

If you understand the question, you can deliver messaging that feels to them like you've read their mind. Like you really understand them. And empathize with them.

Of course, finding your prospect’s question may take a little work.

You may need to do research. At the very least, you should talk to the people on the front line who interact with prospects. Ask them what questions they get hit with most often. Ask them what common objections they hear. And ask them to offer any other insight that comes from their experience.

Take note that there will be more than one question. In fact, they will have at least one question for every stage of the customer journey (there are 6 stages in all). Understand what perplexes them at each stage of their journey. Document their questions, and you will create a roadmap for compelling messaging.

If you spend the time to find the questions, it will begin to become apparent what your message should be.