When communicating about your products, services, or mission, most of us know we need to say what problem we solve. But if that’s all we say—we fix X problem—we’re missing a crucial piece.

As marketers, our job isn’t only to highlight that we solve a problem; we must also showcase how we solve it in a uniquely valuable way. In other words, we have to answer the question: “Why you?” Whether the problem we solve is a well-known issue or something new that people are just beginning to understand.

If you don’t clarify your " how “ people won’t truly grasp why they should choose your organization over others. And if they don’t understand your “how,” your call to action and offer won’t resonate. Below are some keys to writing a compelling message that answers “why you” by clearly spelling out your unique solution.

1. Start with the Problem (But Don’t Linger Too Long)
To capture attention and empathy, begin by articulating the problem you solve—especially if it’s a known issue. Nonprofits often do this with statistics or personal stories, while businesses highlight industry pain points. The trick is not to get stuck dwelling on the negative. A brief but powerful statement of the problem, coupled with a quick shift toward the solution, can hook your audience without leaving them discouraged.
For example:

• Charity: Water starts by stating the problem (“663 million people in the world live without clean water”). They lead with a stark reality, but immediately pivot to show how they address the need—building wells and water systems with complete transparency on fund usage.

2. Clearly Articulate Your Unique “How”
Once the problem is established, shift to the real differentiator: how you solve it. Is it a new approach that’s proven more effective? A combination of technologies no one else offers? A certain funding model or collaborative partnership?
Your “how” must be crystal clear:

• Are you faster, more cost-effective, or more human-centered than other solutions?
• Do you leverage technology in a way that’s never been done before?
• Do you provide a transparent, easy-to-understand process?

Consider how TOMS tells the story of their “One for One” model. They don’t just say they want to help underserved communities by providing shoes. They explicitly share how each pair sold results in a pair donated—making the “how” both tangible and memorable.

3. Demonstrate the Impact
Use stories and examples to show the real-world outcomes of your approach:

• Warby Parker highlights how buying their eyewear at a lower cost also supports a “buy a pair, give a pair” effort. They don’t just say they help people afford quality glasses; they make it clear how it leads to glasses for underserved communities worldwide.
• Habitat for Humanity doesn’t just claim to “provide housing solutions.” They break down the building process, volunteer model, and partner families’ stories, emphasizing how each step leads to sustainable homeownership.

When your audience can envision the difference your “how” makes—whether it’s shoes on children’s feet, eyeglasses for someone who needs them, or a safe home for a family in need—they’re more likely to connect emotionally and respond to your call to action.

4. Make It Simple and Relatable
Even if your solution is somewhat complex (think: using cutting-edge software, specialized medical research, or innovative supply-chain logistics), present it in an accessible, bite-sized way. People don’t need to become experts in your field; they need to see how your unique solution ultimately benefits them or the communities they care about.

• Slack, for instance, breaks down its software capabilities into an easy-to-digest promise: It eliminates scattered emails and gives teams a centralized platform for communication. Instead of inundating potential users with technical jargon, Slack focuses on the everyday pain (endless email threads) and how they solve it with a simplified approach to workplace chat.

5. Answer “Why You” at Every Turn
Write your content with the repeated refrain in mind: “Why should someone choose us?” Each section of your messaging—from your website copy to your social media posts—should help the reader see how your approach is different and why that difference matters.

• Focus on specific elements of your method—your product’s unique ingredients, the proprietary process, the partnerships that allow you to amplify impact, or the innovative design that sets you apart.

6. Invite Action with Confidence
Finally, once you’ve stated the problem, showcased your “how,” and proven the impact, extend a clear invitation. Nonprofits often call for donations or volunteers, while businesses may push for sign-ups, demos, or purchases. Because you’ve already answered “why you,” your audience should feel more confident about taking the next step.

• Charity: Water ends its videos and campaigns with a strong call-to-action that reiterates the difference your donation will make.
• Apple doesn’t just advertise a sleek phone; it highlights how their design and user experience solves everyday tech frustrations. By the time they say, “Buy now,” many users already understand the product’s unique value.

Key Takeaways

1. State the Problem Briefly – Grab attention by identifying the issue that resonates with your audience.
2. Highlight Your Unique Approach – Emphasize how you solve the problem in a way that stands out from the rest.
3. Show Impact Through Stories – Provide real-life examples that showcase transformation and success.
4. Stay Simple, Stay Clear – Offer your audience an easy-to-digest explanation of your approach, no matter how complex your solution.
5. Issue a Clear Call to Action – Wrap it up with a direct step your audience can take, now that they understand why you.

Compelling messaging isn’t about simply saying, “We fix this problem.” It’s about explaining the unique method and reason behind how you fix it—and making people feel that solution is both necessary and distinct. Whether you run a nonprofit saving the world or a business making products more accessible, clarity in your messaging ensures that when your audience asks, “Why you?” the answer is impossible to miss.