So far in this series on making the MOST of your campaign, we’ve talked about: That only leaves one more step: Selecting tactics. People often reside in one of three camps: If you’re in either camp 2 or 3, pack up and join us in camp 1, and start by reading those first three articles,…

I often hear people refer to “Facebook” or “email” or “texting” as a campaign “strategy,” when they’re not. Those are the tactics that will help make a strategy successful, but they, themselves, are not the strategy. I’m not a military person, so forgive me for speaking a little out of turn. But if a mission…

“You can’t manage what you don’t measure.” (Wouldn’t it be nice to know who really said that?) Despite its ambiguous origin story, I love that quote because its essence is in campaign tracking, analyzing and optimizing, which are keys to marketing success. You watch it, you learn from it, you make things better. But sometimes…

Renowned speaker, thinker and author Simon Sinek said in his ultra-popular TED Talk about how great leaders inspire action, “People don’t buy what you do, they buy why you do it. “People don’t buy what you do, they buy why you do it.” That wasn’t an accident. Sinek repeats his insight because it’s so important.…

When helping a business develop a campaign, I see people get “strategy” and “tactics” confused all the time. “What’s your strategy?”“Facebook.” Huh? Even worse, I see people completely forget to set objectives for their campaigns. “What do you want this campaign to do?”“I’m not sure.” (-stares-) And the biggest problem is that they’re not mission-driven…

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Did you ever think Aristotle himself would help you understand your company’s “why?” I was as surprised as you are. I stumbled across this concept and didn’t just fall face-first, I jumped in with both feet. You’ll see why soon. In typical ancient philosopher style, Aristotle saw more in an object than just the object…

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You might compare this post to the introductory article in this series and wonder, “What does ‘the one thing I want my customer to do, think or feel’ have anything to do with ‘why I do business every day’?” Oh, friend, you’ll understand soon enough how your audience’s needs affect your business’ mission. Where I…