I think it is a discipline. To start every marketing venture with knowing what you want in the end. I say it’s a discipline because I am reminded frequently that it doesn’t come easy for everyone. Often clients are thinking about their own needs or what they like, and not what the objectives of the marketing efforts are. The strategy developed to start the project is somehow lost in a folder of papers and is far from top of mind.
That’s okay… we will pull you back. Here are some things to remember when you are working through any client outreach or marketing effort.
1. What is the purpose? Why are you doing it? What do you hope to gain?
2. Who is the audience?
3. What is your message to that audience?
4. What do you want to leave your audience with? What do you want them to do?
Know Thy Audience
It’s a tragedy to see great marketing ideas fail from lack clarity. Keep your ego out of the mix. Unless you are your own audience and selling to just yourself, then get out of your own way and focus on what will make you remarkable and memorable to your audience. Here is one of my favorites!
Everyone would like to be the best, but most organizations lack the discipline to figure out with egoless clarity what they can be the best at and the will to do whatever it takes to turn the potential into reality. – Jim Collins
