Why You Need to Ask Why Three Times: The 3 Hidden Problems Your Customer Actually Cares About
Ever wonder why your marketing isn't hitting like it should? You’re probably trying to solve the wrong problem.
Most businesses focus on what their customers say they want. But that’s just the tip of the iceberg.
Beneath the surface are two more powerful drivers: how customers feel about the problem, and what they believe should be true about the world.
If you want messaging that connects, you need to go deeper.
That’s where the three levels of customer problems come in:
External: The practical, surface-level issue ("My website won’t load").
Internal: The emotional reaction to that issue ("I’m embarrassed to share my link").
Philosophical: The belief-driven reason the problem shouldn't exist ("It shouldn’t be this hard to look professional online").
According to Donald Miller’s StoryBrand framework, this layering is crucial to effective brand messaging (Creativeo).
Let’s unpack each level and how to use them to sharpen your sales copy, websites, and pitches.
The First Layer: External Problems (The Obvious Stuff)
External problems are the visible, practical issues your customer is dealing with. They're what customers tell you when they reach out for help.
"We need help with SEO." "My ecommerce store isn't converting." "Our ads aren't getting clicks."
These problems are easy to identify. They're also easy to sell to.
But here's the problem: if you stop here, you're just another vendor.
Why External Problems Alone Don't Cut It:
The external problem is just scratching the surface.
Customers price-shop solutions that only fix the external issue.
You become interchangeable with your competitors.
You fail to build emotional or brand loyalty.
Think of it like this: treating a cough with syrup doesn’t cure the infection causing it. The cough might go away temporarily, but the real issue stays.
For more on surface-level pitfalls, check out our free resource: 5 Marketing Mistakes Killing Your Revenue
The Second Layer: Internal Problems (The Emotional Pain)
Customers don’t just want the problem gone. They want to feel different. That's where internal problems live.
These are the emotions tied to the external issue:
Overwhelm
Frustration
Embarrassment
Anxiety
External: "Our website looks outdated." Internal: "I'm embarrassed to send prospects there."
It's the internal struggle that creates urgency. Emotions are the engine of action. People buy to change how they feel, not just what they see.
How to Identify Internal Problems:
Ask: "What’s that making you feel like?"
Reflect language from customer testimonials.
Listen between the lines.
"I feel like I’m constantly behind." "I’m afraid we look unprofessional."
Why This Matters:
Emotional resonance makes your brand relatable.
It gives your customer a mirror. They say, "Yes, that’s me."
It drives action faster than logic ever will.
If you want help building an emotional connection, take a look at our blog post, “How to Develop a Strong Brand Voice.”
The Third Layer: Philosophical Problems (The Belief Behind the Buy)
Philosophical problems are about justice. Fairness. The deeper belief that things shouldn’t be this way.
They sound like this:
"It shouldn’t be this hard to get a simple website that works."
"Good businesses deserve good design."
"Marketing should help, not confuse."
This is the level where brands become movements. You’re no longer just solving problems. You’re standing for something.
External: "My lawn has weeds."
Internal: "I feel embarrassed when neighbors walk by."
Philosophical: "Every family deserves a yard they’re proud of."
Brands that clearly define the philosophical stake in their message often outperform those that stick to features and benefits.
How to Integrate Philosophical Messaging:
Use belief-driven headlines.
Plant a flag: What do you stand for?
Appeal to shared values with your customers.
"We believe small businesses should look as powerful as the big guys."
Read to dig deeper into your brand's purpose with: Check out Why Your Brand Needs a Hero—And It’s Not You
How to Find All Three: Use the "Ask Why Three Times" Method
Here’s how it works:
Ask: "Why do you need [solution]?"
A: "My site isn't converting."
Ask: "Why does that matter to you?"
A: "I'm tired of losing business."
Ask: "Why does that feel wrong?"
A: "Because we work too hard to be ignored."
Now you have:
External: Low conversions
Internal: Frustration from lost business
Philosophical: Our hard work should be recognized
Write copy that addresses all three, and your messaging goes from forgettable to magnetic.
Wrapping Up
Most marketing speaks to symptoms. But your customer is looking for healing.
Speak to the:
External pain they’re experiencing
Internal emotion they’re feeling
Philosophical belief they hold
If you want to build a brand people trust and remember, don’t stop at what’s obvious. Go deeper.
Want help crafting messaging that hits all three levels? Let’s chat.
We’ll help you unearth the emotional and philosophical gold buried in your business.