Regular advertisements go from the “what” to the “how” to the “why.” When you begin with the “why,” you will see a significant increase in your customer base and your profits, because your customers don’t really care about what you do as much as why you do it.
Answer the question: Why?
Why do you bother with your company? Why do you bother with work? Why should anyone care about what you’re doing?
Answer the question: How?
How do you do what you do? How are you going to achieve your goals?
Answer the question: What?
What do you do? What does your company do? What are your goals?