The 3 Wills and the 3 Hows is a fundamental set of questions that your customers will ask and you need to answer better than your competitors:
- Will you Save me money?
- Will you Make me money?
- Will you Bring me New Opportunities?
and then for each:
- How Much?
- How Soon?
- How Sure?
Notice that the Wills and Hows are listed in a priority order. People are more concerned with saving money, over making money over finding new opportunities. How Much (Money) is saved/earned has heavier weight over How Soon (Time) over How Sure (Risk).
Understanding and documenting the 3 Wills and 3 Hows is an extremely important component of your Unique Value Proposition. Even if you do something no one else in the does, your customers will ask the 3 Wills and 3 Hows to validate their purchase.