Many people know that 5W1H is very important in writing and conversation, but they don’t know how to use it.
If you use 5W1H effectively, not only will communication become smoother, but it will also have a positive impact on business and
marketing
.
In this article, we will provide an overview of 5W1H and introduce how to use it in business and marketing. Please refer to it not only for business communication but also for those who are having trouble with practical matters such as marketing.
What is 5W1H?
5W1H is an acronym for each of the six elements of business: “When”, “Where”, “Who”, “What”, “Why”, and “How”. It’s one of
the frameworks
.
By communicating information according to these elements, you will be able to convey the necessary information to the other party in an easy-to-understand manner and without omission.
Main usage scenes of 5W1H
5W1H is widely used in situations where communication is required. Especially in business situations, it is useful for communicating necessary matters from superiors to subordinates, and from subordinates to superiors, such as work instructions and reporting, communication, and consultation.
It is also used when creating documents such as reports, business documents, and meeting materials, and is a framework that is active in various business situations.
Necessity of 5W1H
“5W1H” is often learned in business etiquette training for new employees, but why is it so necessary? This is because if even one of the 5W1H elements is lacking in information, there is a high possibility that the other person will not be able to recognize or understand the content.
The 5W1H is said to have its origins in the ancient Greek era, and since then, the basic structure for communicating information to others in an easy-to-understand manner has been “when → where → who → what → why → how”.
First, tell the other party information about time and place, such as “when” and “where,” and then convey the conclusion, such as “who did what.” Finally, answer the other person’s questions about the content, such as “why” and “how.”
5W1H is a framework that includes all the necessary elements to communicate to these people.
Purpose of 5W1H
The main purposes of sharing information in accordance with 5W1H are as follows.
1. Identify bottlenecks in existing measures
2. Reconsider your strategy
3. Find your next move
I will explain each in turn.
1. Identify bottlenecks in existing measures
5W1H is also useful for identifying bottlenecks in existing measures.
A bottleneck is a barrier that prevents you from achieving your goals and objectives, and unless you identify the bottleneck and make improvements, it will be difficult to achieve your goals and objectives.
If you don’t know where the bottleneck is, try asking questions about your measures based on the 5W1H as below.
- When: Is it appropriate to take measures at this timing and during this period?
- Where: Are the media you are currently using and the location where you are strengthening your sales promotions where the target audience for your product is?
- Who: Is the product targeted appropriately and does it match the attributes of existing customers?
- What: Are there any problems with the quality or functionality of the product?
- Why: Is the purpose appropriate?
- How: Are current marketing measures appropriate?
It is very likely that areas that cannot be logically answered to these questions are bottlenecks in existing measures. By starting with improvements to areas that cannot be answered logically, bottlenecks will be resolved.
Funnel
analysis is one way to identify bottlenecks in marketing measures. When considering new marketing measures, you can optimize them by utilizing 5W1H, as described below.
2. Rebuilding the strategy
5W1H can also be used to plan and rebuild marketing strategies. By rebuilding your strategy in accordance with 5W1H, you can properly rebuild your strategy.
Below are examples of how to use 5W1H when rebuilding your marketing strategy.
- When: At what point should the measures be started and for how long should they be continued?
- Where: What media will you use for marketing, and which region will you focus your promotional activities on?
- Who: What kind of target are you promoting your product to?
- What: What sales promotion should we strengthen?
- Why: Why do we promote the product, or why do we strengthen marketing for the timing, time, and target?
- How: What kind of marketing measures should we take?
By clearly identifying the above information, you can come up with a shrewd
marketing strategy
. When thinking about marketing, be sure to create a strategy that covers all of the 5W1H elements.
3. Find your next strategy
Once you have revised your strategy, it is time to actually find the next measures.
Before implementing the next measure, always ask questions using the 5W1H method. By doing so, the risk of failure of the measures will be minimized.
If you cannot find the next measure, consider 5W1H based on your current customers.
- When: At what point did you purchase it?
- Where: Where did you purchase it?
- Who: What kind of attributes?
- What: What did you purchase?
- Why: Why did you buy it?
- How: What funnel (commercial flow) did you use to purchase it?
By identifying these, it becomes possible to consider highly reproducible measures.
5W1H meaning and correct order
5W1H is a framework that allows you to convey information in an easy-to-understand and accurate manner by writing sentences or having conversations that incorporate six elements. The six elements are as follows.
1. When
2. Where
3. Who
4.What
5. Why
6.How
I will explain each in turn.
1.When
When is an element that represents time. The following information applies to “When”.
- when
- from when until when
- Specifying a time starting from the present, such as “how many days later”
- seasons, events etc.
If you do not include time information when sharing information, the recipient of the information will not know what action to take.
To use a business analogy, the work you need to do now will be very different if the delivery date is tomorrow or one week from now. In some cases, time-related information is managed using a Gantt chart.
This lack of information about time increases the possibility that the recipient will not be able to take the action that the sender wants. In order to clearly carry out processes and arrangements, be sure to include information regarding “When” and communicate the information.
2.Where
Where is an element that represents a location. The following information applies to “Where”.
- where
- from where to where
- Where or near what?
- what kind of place is it
- which folder is it in?
When transmitting information, conveying the location at the same time makes it easier for the recipient of the information to take the action the transmitter desires.
Furthermore, in today’s world, not only location information in the real world is important, but also location information on a computer.
If there are files that need to be edited, you can also tell them in which folder they are stored so that the person receiving the information can get to work smoothly.
Don’t forget to tell the location, as it makes it easier for the recipient of the information to take action.
3.Who
Who is an element that represents a person. The following information applies to “Who”:
- person name
- Company name or organization name
- The position or title of the person in question
- Account name of SNS etc.
By clarifying the people involved, it becomes easier for the recipient of the information to understand the information as a whole. Especially if you have a request for communication, it would be helpful to share information about the other person’s personality at the same time.
Also, in modern times, account names on SNS etc. are also “Who” information.
4.What
What is an element that represents things, events, and other objects. The following information applies to “What”.
- products, services
- Theme, agenda, concept
“What” applies not only to tangible things, but also to intangible concepts.
It is extremely difficult to clearly convey something that is intangible. Therefore, smooth communication requires being as specific as possible while also utilizing the other elements of 5W1H.
5.Why
Why is an element that expresses the reason or cause. The “Why” element is essential information when sharing the current situation and process.
Information such as the current situation and processes is always based on a causal relationship with the past, and if there are no elements in the text that indicate the reason or cause, it will not be possible to accurately grasp the information.
Furthermore, when an accident occurs in business, we must always investigate the cause and work to prevent recurrence.
By accurately sharing “why” information, it becomes easier to solve the current problem and visualize the process. Another big advantage is that it allows for logical discussion, making it easier to increase the density of information.
6.How
“How” is an element that expresses the means or degree of something. Even if you take one action, the results will vary greatly depending on how you take the action.
For example, even if you request someone to create materials, the conditions will vary greatly depending on whether you create one page or 10 pages.
If the “how” information is missing, the receiver of the information will not know how much to produce, and the sender of the information will not be able to produce what the information provider wants.
It may also lead to a rift in understanding the “methods” such as what tools should be used to create materials. Information on “how” is extremely important when performing work. Be sure to share carefully.
Advantages and disadvantages of using 5W1H
Although 5W1H can convey information accurately, it may have disadvantages in some situations. Based on these, I will explain the advantages and disadvantages of 5W1H.
Advantages of using 5W1H
5W1H can be said to be a framework that has many benefits, especially in the business scene, as a means of providing information to the other party without any lack of information.
It is highly effective when communicating necessary information to others, such as during conferences, meetings, and presentations.
Since the other person can understand the content at once, you can communicate smoothly without having to ask questions.
Especially in business situations where things need to be done efficiently, the benefits of using 5W1H can be said to be high.
Disadvantages of using 5W1H
5W1H is full of good things, but it also has some disadvantages.
Especially in everyday conversations or with close friends and acquaintances, if you are conscious of 5W1H, you may feel uncomfortable or your tone may be perceived as explanatory, which may make the other person feel uncomfortable.
Even if you don’t realize it and think you’re just giving detailed information to the other person, the other person may be sounding like a sales pitch.
5W1H can be said to be a highly effective framework in business situations, but in everyday conversations and with close friends and acquaintances, the disadvantages are more noticeable.
How to use 5W1H in business
5W1H is a framework for accurately conveying information, and it can also be applied to business and marketing.
Here’s how to use 5W1H in your business and marketing.
1. Improve communication costs
2. Acquire logical thinking
3. Find measures that directly lead to sales from the user’s perspective
I will explain each in turn.
1. Improve communication costs
Communication cost refers to the time and effort required to convey information, and the lower the cost, the easier the work will be. By utilizing 5W1H, communication costs can be significantly improved.
This is because by sharing information that covers the 5Ws and 1Hs, the information deemed necessary will be properly conveyed to the recipient, and there will be no need to ask questions each time.
The cause of increased communication costs is that the recipient of the information repeatedly asks questions afterwards. By covering 5W1H information, there is no need to ask multiple questions, resulting in improved communication costs.
In addition, by improving communication costs, the speed of work progress will increase, leading to more efficient work. You will not only be able to improve work efficiency but also reduce individual frustrations in your work, so you will receive significant benefits in addition to time.
2. Acquire logical thinking
By viewing things with 5W1H, you can acquire logical thinking. In particular, by focusing on the “Why” of 5W1H, you will be able to put things in order and explain them logically.
One training method for acquiring logical thinking is to ask “Why” four times in response to a certain event.
For example, let’s say there is an event that says, “This marketing measure failed.” An example of a “Why” answer to this is “Target selection failed.”
Furthermore, by repeating “Why”, such as searching for the reason why “I failed to select the target”, you will be able to understand the essence of things and acquire logical thinking.
Of course, when coming to a conclusion, it is important to use all the elements of 5W1H and keep in mind a MECE state with no omissions or duplications.
3. Find measures that directly lead to sales from the user’s perspective
As mentioned earlier, by asking the user the 5W1H questions, you can view the product from the user’s perspective.
By looking at products from the user’s perspective, you will be able to clarify what users are looking for and find measures that will directly lead to sales.
In marketing, the user’s perspective is extremely important. Regularly ask users the 5W1H questions and always implement marketing measures that reflect user psychology.
How to use 5W1H
I will explain the following steps to use 5W1H. The most effective way to use 5W1H effectively is to “write it down” and “change the order” depending on the purpose and purpose.
1. Write out 5W1H information
2. Rearrange the basic configuration order of 5W1H
Export 5W1H information
First, apply the information to the basic structure of 5W1H and write it out.
As explained in the above item “Necessity of 5W1H”, the basic structure of 5W1H is “When → Where → Who → What → Why → How )”is.
By writing out information in the order of this basic structure, it becomes easier to understand and recognize the content.
It can be used in a variety of situations, including business situations, when making plans, organizing thoughts in order, and communicating.
Rearranging the basic configuration of 5W1H
By changing the order of the basic configuration of 5W1H as an application pattern, you can use it differently depending on the use and purpose.
For example, if there is information that the other person is looking for or information that you most want to convey, bring those items to the top.
If the other person wants to know the “why”, place “Why” at the beginning, and if you want to know “who,” place “Who” at the beginning.
From then on, rearrange the items according to their importance and construct sentences to convey the content.
Examples of how to use 5W1H
We will introduce some examples of how to actually use 5W1H.
5W1H usage example 1: Accurately report work
You can accurately communicate work reports and the creation of various reports within a company.
| When | yesterday |
| Where | Head office branch |
| Who | I |
| What | Creating materials for new product presentations |
| Why | To fully convey the appeal of new products to superiors |
| How | Using PowerPoint and Photoshop |
■Elements of each item
When: Date and time when the work was performed
Where: Where the work was done
Who: The person who performed the work
What: What kind of work was done?
Why: Why we did the work
How: the means by which the work was done
■If you organize it into sentences…
Yesterday, I was at the head office’s branch office creating materials for a new product presentation using PowerPoint and Photoshop in order to fully convey the appeal of the new product to my boss.
When writing sentences, remove unnecessary elements and words and rearrange the order to make the sentences easier to read.
5W1H usage example 2: Accurately convey your dreams
You can accurately convey yourself to others.
| When | After graduating from vocational school |
| Where | Azabu |
| Who | I |
| What | I want to own a French restaurant |
| Why | To become independent and open my own shop in the future |
| How | Traveled to France to train at a one-star French restaurant |
■Elements of each item
When: when to do it
Where: Where to do it
Who: the person who does it
What: What will you do to achieve your goals?
Why: why we do it
How: means of doing it
■If you organize it into sentences…
I want to open my own French restaurant in Azabu in the future, so after graduating from vocational school, I will go to France and train at a one-star restaurant.
5W1H usage example 3: Planning a marketing strategy
You can easily summarize the main points when planning your marketing strategy.
| When | Timing of Google search engine algorithm updates |
| Where | Online company website |
| Who | Corporations and individuals who own owned media online |
| What | New subscription-based SEO tool |
| Why | Google updates require new SEO measures |
| How | Inbound marketing including SNS strategy and paid advertising |
■Elements of each item
When: When to do marketing
Where: Where to market
Who: Target customer image
What: products and services
Why: Why do we do marketing?
How: How to do marketing
■If you organize it into sentences…
Google will soon announce an algorithm update for the search engine, which will require new SEO measures. At this time, we will begin publishing and providing a new subscription-based SEO tool that we have developed online on our website. Eligible customers are corporations or individuals who own owned media online. As for promotional activities, we are considering inbound marketing including SNS strategy and paid advertising.
5W1H usage example 4: New product development
When developing a new product, you can concisely express what you are developing.
| When | Drinking at home after returning home |
| Where | one’s home |
| Who | busy office worker |
| What | Sweets that give you protein |
| Why | More office workers are concerned about nutritional deficiencies |
| How | Limited to convenience stores where office workers can easily drop by |
■Elements of each item
When: When to use the product
Where: Where the product will be used
Who: Target customer image
What: product or service
Why: Reason for developing the product
How: Sales/promotion methods
■If you organize it into sentences…
As the number of office workers concerned about nutritional deficiencies is increasing, we are developing a product limited to convenience stores that allows busy office workers to drink at home, eat snacks, and consume protein at the same time after returning home.
5W1H usage example 5: Achieving goals
It is also useful for organizing your thoughts, re-examining your problems, and making improvements in order to achieve your goals.
| When | When your weight exceeds 60kg |
| Where | one’s home |
| Who | I |
| What | diet |
| Why | get back your style |
| How | Using fat burning supplements and fat burning devices |
■Elements of each item
When: when to do it
Where: Where to do it
Who: the person who does it
What: What will you do to achieve your goal?
Why: Why do it?
How: means of doing it
■If you organize it into sentences…
When my weight exceeds 60 kg, I use fat burning supplements and fat burning equipment to diet at home in order to regain my shape.
Differences between 5W1H and similar frameworks
In addition to 5W1H, there are several other similar frameworks. Below, we will explain a framework that adds additional elements to 5W1H.
1.5W2H
2.5W3H
3.7W2H
1.5W2H
5W2H is a framework that adds the element of “How much” to 5W1H. It is mainly useful when it is necessary to clarify financial aspects such as sales, costs, and prices when formulating business strategies.
■Example of using 5W2H
| When | Late December |
| Where | 〇〇Department store basement |
| Who | Our employees |
| What | Osechi dishes |
| Why | This is because our popular product “Osechi” is being filled in. |
| How | Meeting at the store |
| How Much | One set 10,000 yen excluding tax |
■Elements of each item
When: Timing for pre-order sales
Where: Where to sell pre-orders
Who: Person in charge of pre-order sales
What: product or service
Why: Why do pre-order sales?
How: How to conduct pre-order sales
How Much: Price for pre-sale
■If you organize it into sentences…
From late December, we will begin pre-ordering our popular “Osechi Ryori” at the basement store of 〇〇 department store. Reservations will only be accepted face-to-face by our employees, and one set will cost 10,000 yen excluding tax.
2.5W3H
5W3H is a framework that adds the element of “How many” to the 5W2H explained above. It is mainly useful when you need to clarify the scale, such as quantity or frequency.
■Example of using 5W3H Let’s add the element of “How many” to the example explained in “Example of using 5W2H” above.
| How many | Limited to 100 sets |
■Elements of each item
How many: Quantity for pre-sale
■If you organize it into sentences…
From late December, we will begin pre-ordering our popular “Osechi Ryori” at the basement store of 〇〇 department store. Reservations will only be accepted face-to-face by our employees, and only 100 sets will be available at a price of 10,000 yen excluding tax.
3.7W2H
7W2H is a framework that adds two Ws to 5W2H: “Which” and “Whom.”
“Which” is a necessary element when making decisions about options, assigning priorities, etc. when there are options or when comparing them.
And “Whom” is necessary when there is a clear target in the element that indicates the target.
■Utilization example of 7W2H Let’s add two more elements, “Which” and “Whom” to the example explained in “Example of 5W3H utilization” above.
| Which | Option 1: Roast beef using Matsusaka beef Option 2: Matsuba crab landed in the Sea of Japan |
| Whom | Meat lovers |
■Elements of each item
Which: Select the product to pre-sell
Whom: Target for pre-order sales
■If you organize it into sentences…
After considering whether to use roast beef made from Matsusaka beef or Matsuba crab caught in the Sea of Japan as the featured item in this Osechi, we decided to target meat-lovers as our main target this time. .
■Finally, summarizing the entire text…
From late December, we will begin pre-ordering our popular “Osechi Ryori” at the basement store of 〇〇 department store. Reservations will only be accepted face-to-face by our employees, and only 100 sets will be available at a price of 10,000 yen excluding tax. After considering whether to use roast beef made from Matsusaka beef or Matsuba crab caught in the Sea of Japan as the featured item in this Osechi, we decided to target meat-lovers as our main target this time. .
summary
In this article, we provided an overview of 5W1H and explained how to use it in business and marketing. 5W1H is not only useful in communication, but can also be applied in business practice and marketing.
Please refer to this article and make effective use of 5W1H in your business settings.