Who, What, Why, How Script

The Who, What, How Script is a simple framework used in sales and marketing to clearly explain key information about a product, service, or business.

It helps you quickly convey:

  • Who you are
  • What you offer
  • Why it matters
  • How your solution benefits the audience

This script helps create elevator pitches, presentations, marketing messages, and sales conversations.

It ensures the message is clear, compelling, and easy to understand.1

Key Components of the Who, What, How Script:

  1. Who: This part identifies who you are and your target audience. It includes a brief introduction to your company or yourself and specifies the market or audience you serve. The goal is to establish relevance and credibility.
    • Example: “We are [Your Company Name], a leading provider of [Your Product/Service]. We specialize in helping [Target Audience]…”
  2. What: This segment explains what you offer. It concisely describes your product or service, highlighting the key features and benefits. The aim is to give the audience a clear understanding of what you provide and why it matters.
    • Example: “We offer [Your Product/Service], which [brief description of features and benefits]. Our solution helps [Target Audience] to [specific outcomes or improvements].”
  3. Why: This part articulates why your product or service is important and why the audience should care. It focuses on the unique value proposition and the specific problems your offering solves. The objective is to create a sense of urgency and importance.
    • Example: “Why choose our solution? Because [Your Product/Service] addresses [specific pain points or challenges] that [Target Audience] face, enabling them to [specific benefits or results].
  4. How: The final part describes how your product or service works and how it delivers value to the customer. It outlines the unique aspects of your offering, the process involved, and the specific results that customers can expect.
    • Example: “Our [Your Product/Service] works by [brief explanation of the process]. This ensures that [Target Audience] can [describe the positive impact], resulting in [specific benefits or results].


  • Clarity: Provides a clear and concise structure for communicating your message, making it easy for the audience to understand.
  • Consistency: Ensures that everyone in your organization delivers a consistent message, which is crucial for branding and marketing.
  • Engagement: Helps to quickly capture the audience’s attention by addressing their needs and demonstrating the value of your offering.
  • Effectiveness: Streamlines the process of explaining complex products or services, improving the effectiveness of sales and marketing efforts.


  1. Who: “We are EcoHome Solutions, a leader in sustainable home improvement products. We help homeowners looking to reduce their environmental impact and save on energy costs.”
  2. What: “We offer high-efficiency insulation materials that keep homes warmer in the winter and cooler in the summer, significantly reducing energy consumption.”
  3. Why: “Our insulation materials are crucial because they tackle the common problem of energy loss in homes, which leads to higher utility bills and unnecessary environmental impact. By using our products, homeowners can save up to 30% on energy bills while contributing to a greener planet.”
  4. How: “Our insulation is made from recycled materials and is easy to install. It creates a thermal barrier that prevents heat transfer, ensuring your home maintains a consistent temperature year-round, improving comfort and energy efficiency.”

Related Terms


1. Brunson, R. (2020). Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels. United States: Hay House. https://www.amazon.com/Dotcom-Secrets-Underground-Playbook-Growing/dp/B08B9ZHVVG/

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