In part two of this marketing strategy series, I talk about the importance of educating your audience. The foundation of any marketing strategy should be the who, what, where, when, why, and how of what you need your audience to know. But too often our desire to be creative gets in the way and we miss several of these key elements.
Five w’s
As with any good story, the fundamentals of who, what, where, why, when, and how is the starting point for determining the key points which need to be taught to your audience.
Additionally, each of these elements takes on a secondary meaning and serves as the guide towards the behind-the-scenes elements of your marketing tactics and objectives.
- Where and when will the message appear?
- How is it is delivered?
- What is the tone?
- Why are you marketing?
Your checklist
As you apply this principle to your own efforts, I encourage you to create a chart. Put your purpose across the top. In the first column, write who, what, where, why, when, and how. In the second column, write the key details about your product or service that represent each of these ideas. And, if it helps you keep your ideas clear, add a third column for the behind-the-scenes – or logistical – responses to the elements.
In the next episode, we’ll talk about engaging your audience in a conversation. Be sure to download the worksheets below – these will help you develop your messaging.
Resources mentioned in this episode:
- Episode 44, Marketing to educate, engage and empower
- Episode 93, Educate, engage and empower through marketing
- Episode 14, Three steps to a killer message with Zach Messler
- Seven Habits of Highly Effective People, Stephen Covey
- How to use education to improve your marketing strategy
- Educate. Engage. Empower. Keys to marketing strategy
If you found yourself shaking your head and saying, “I really need to focus on my brand strategy” or have been disappointed by the results of a video, brochure, or social media campaign, let’s talk strategy. Schedule a discovery call with me today. Together we’ll find the clarity, consistency, and confidence necessary for your brand to grow and thrive.
