I recently submitted a post to a blog carnival that ended its posting requirements with this statement – Remember, how beats why.

Wrong.

Both are critical. And both beat what, which is what I think they meant.

Here’s why.

How and why both teach me how to fish, what merely feeds me a fish dinner. You can tell me what to do, but I really need to know why I’m doing it, then I need to know how. Without knowing why and how, I have little chance of doing on my own whatever it is you told me to do.

That’s the problem with the blogosphere and websites in general, too much what and not enough why and how. Or is it not a problem at all? Why and how cost money, it’s the intellectual property of what. What is the tease that makes you seek why and how.

Copy that educates is more valuable than copy that instructs. Educating me with why and how equips me to think on my own and make decisions based upon my current and evolving environment. Telling me what to do does me little good beyond the moment.

What does all this mean? It means you need to think about your communications, target audience, call to action, and stated and delivered value in terms of what, why, and how. Truth be told, they all are important, but they each serve a separate purpose. And they’re each effective and valuable at given points of time.

What, why, how.

Agree or Disagree? What do you think? And more importantly, why?

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