---
genome: copywriting-brunson
reference: frameworks-who-what-why-how
load_priority: medium
---

# Who, What, Why, How — Offer Positioning Structure

Compact structural framework for positioning any offer. Use when:
- Writing offer presentation (mid-funnel or sales page)
- Clarifying positioning for a new product
- Re-articulating an existing product for a new audience

## The 4 components

### WHO — Establishes who you are via story

Opens with story. Not "I have these credentials" — but "here's who I am, told through a moment that defined me."

The WHO is essentially a compressed Origin Story (see `frameworks/origin-story.md`). 1-2 paragraphs in short form; full Origin Story in long form.

### WHAT — Clearly presents what you offer

Specific. Not abstract.

Format:
> "[Product/service] is a [category] that [specific function] for [specific audience]."

Example:
> "ClickFunnels is a software that builds sales funnels without code, for entrepreneurs who don't want to hire developers."

Avoid:
- Vague category language ("a solution that helps people...")
- Marketing-speak ("a transformative experience...")
- Abstract value props without concreteness

### WHY — Explains importance and uniqueness (specific benefits)

Two layers:
1. **Why does this matter?** (The problem this solves)
2. **Why is this different?** (Unique mechanism / approach / value)

Format:
> "This matters because [specific pain]. And what makes us different is [unique mechanism]."

The WHY is where your differentiation lives. Without it, the WHAT reads as commodity.

### HOW — Details the simplified process to obtain it

The customer-facing process: how does the buyer go from interested to using?

Components:
- Step 1: [What they do first]
- Step 2: [What happens next]
- Step 3: [What the outcome is]

Should be simple — 3 steps maximum. Complex onboarding processes shouldn't be in the WHO/WHAT/WHY/HOW; they belong in the post-purchase materials.

## Application

The WHO/WHAT/WHY/HOW can be:
- **A 4-paragraph block** in a sales page (compressed)
- **An entire opt-in page** (one section per question)
- **A landing page** for a new product launch
- **The "About" section** of a brand site
- **An elevator pitch** structure

## Compressed example

```
WHO: After failing in network marketing for 5 years, I built ClickFunnels in 2014 because no one was building software the way I needed it.

WHAT: ClickFunnels is sales funnel software that lets entrepreneurs build complete sales pipelines without coding.

WHY: Most online businesses fail because they need 7+ tools stitched together. With ClickFunnels, you replace those tools with one, and you actually launch instead of getting stuck in tech setup.

HOW: 1. Choose a funnel template. 2. Customize with your offer and copy. 3. Drive traffic to it.
```

## When to use (vs. the longer Perfect Webinar)

| Use Who/What/Why/How | Use Perfect Webinar |
|----------------------|---------------------|
| Opt-in pages | Webinars |
| Landing pages | Long sales pages |
| Brand "About" sections | Email sequences |
| Elevator pitches | High-ticket course launches |
| New product introductions | Anywhere convertible to 60-min audio |

The Who/What/Why/How is the **compressed** Brunson; the Perfect Webinar is the **full** Brunson. Choose by format and length budget.

## Common violations

| Violation | Symptom | Fix |
|-----------|---------|-----|
| Skipping WHO | Reads as marketing-speak | Add story-based WHO, even brief |
| Vague WHAT | Reader doesn't know what you sell | Specific category + function + audience |
| Missing WHY differentiation | Sounds commodity | Add unique mechanism in second WHY layer |
| Complex HOW | Buyer feels overwhelmed | Simplify to 3 steps maximum |
| WHY before WHAT | Reads as confusing | Standard order: WHO → WHAT → WHY → HOW |

## Modern application

The WHO/WHAT/WHY/HOW maps cleanly to:
- **Hero section of landing page**: WHO above the fold (compressed)
- **Below the fold sections**: WHAT, WHY, HOW each get a section
- **App store descriptions**: WHAT first, WHY second
- **YouTube channel "About" section**: WHO as the emotional anchor

The order may vary by format (sometimes WHAT leads), but all 4 components are present in good Brunson-style positioning.
