Sun Tzu famously said, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
We often get caught up in the day-to-day noise of program activation and overlook the strategy behind each tactic. When you’re chasing one fire drill after another, it’s easy to overlook the strategy.
When developing marketing campaigns, we often jump right into the tactical details and skip the following three foundational questions faced by prospects:
1. Why do anything?
2. Why you?
3. Why now?
Sir Isaac Newton taught us that a body in motion stays in motion until affected by an external force. By answering the above questions we can get a prospect to stop what they’re doing, hear your message and take action. In short, ensure that your marketing messages quickly and clearly address these three simple, yet powerful, questions before you dig into details like booth space requirements, creative details and vanity URL’s.
Why do anything?
Prospects have their own glide path. They’re busy living life. With 30,000+ marketing messages thrust at us each day, we completely ignore most advertising. By answering “Why do anything,” you have a better chance of breaking through the clutter. You can get their attention by speaking to the ultimate beneficial outcome they will receive by using your services or buying your product.
Your target audience has a lot of options on the horizon. Don’t assume that your prospects understand your value proposition. Don’t assume they know anything about your offerings. You have to convince them why you are the first choice; the preferred choice. We live in a world of abundance with too many options to pick from. Help your audience understand why they should pick you.
Moments of opportunity are fleeting and we need our prospects to take immediate action or they’ll move on to the next shiny object in the room. The questions above address the benefits of changing course and why your company is the right choice. Interested prospects now need to be told what to do next. Your call-to-action and incentive answer “Why now.” Your campaign materials should clearly show the prospect what to do next—and what they will get in return. Providing an incentive is a powerful way to get a prospect to take the next logical step in your marketing & sales process.
Sanity Check your next campaign by filtering it through these three questions. If the answers are clear and convincing, your campaign has a solid chance at generating leads. A little bit of thought and planning can generate massive improvements in marketing ROI.