Strategy
“Fail to plan, plan to fail,” huh? Sound trite? Guess what? Good planning goes a long, long way in setting yourself up to win. You don’t miss key parts of a process. You set expectations. You follow a roadmap. You define success. And you stop wasting time doing things that didn’t work and spend valuable time doing more of what does.
Make the MOST of Your Campaign: Selecting Tactics
So far in this series on making the MOST of your campaign, we’ve talked about: Why your mission matters Setting objectives And creating your strategy That only leaves one more step: Selecting tactics. People [...]
Make the MOST of Your Campaign: Creating Strategy
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 [...]
Make the MOST of Your Campaign: Setting Objectives
“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 [...]
Make the MOST of Your Campaign: Why Your Mission Matters
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 [...]
Make the MOST of Your Campaign: An Introduction
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 [...]
How to Kickstart Your Why: Three Formulas
We’ve spent this series talking about how to kickstart your why, what methods you can use to dig, dig, dig into the psyche of your customer and match it up with your purpose for [...]
How to Kickstart Your Why: Five Whys
I’m being a bit cheeky when I ask this, but: What better way to kickstart your why than to ask... “Why?” Five times. In some cases, “why” is more of a statement than a [...]
How to Kickstart Your Why: Four Causes
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 [...]
How to Kickstart Your Why: Get Who To By
In order for our marketing to be more than just words, images and sounds--for our marketing to be persuasive--it needs to speak to a customer's concerns/goals/motivations at a specific moment in time and make [...]
How to Kickstart Your Why: The One Thing
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 [...]
How to Kickstart Your Why: An Introduction
Why do you do what you do every day? How easily can you answer that question? If you’re in marketing or communication, or you're a fan of the TED Talk series, you’ve probably seen the [...]