“Good design is a lot like clear thinking made visual.” Edward Tufte
Have you ever had a conversation with someone, where they just kept talking and talking but never really got to the point of what they were trying to say? Marketing can be like that, or I should say, bad marketing can be like that. A lot of content, a lot of information, but the consumer still isn’t clear on what the point is. Clear thinking isn’t the foundation of babble marketing.
Good marketing is the result of clear thinking. Clear thinking is the result of a clear answer to the question “Why?”.
So how do we achieve clear thinking when it comes to our marketing? Here are the three steps we use, on a daily basis, to bring clarity of thought to all of our marketing pieces.
- Have a specific goal for your marketing piece. Why are we sending out a weekly email? Why are we posting on Instagram? Why are we blogging? The goal has to be more than “to get more clients”. Go deeper. How are we going to get more clients through our marketing? How are we going to use our marketing to target the type of clients we want? Be specific, and these goals will help you stay on point.
- List three words to describe your marketing piece. For example, when we create a video for a client, we ask them how they would describe the finished video in three words. The three descriptive words could be something like: engaging, educational and enjoyable. Writing out these three words, after we’ve set our goal, helps us to gain even more clarity. And the clearer the thinking behind the marketing, the more successful it will be.
- List three words describing how you want your audience to feel when they view your marketing piece. This is a crucial step, since most ALL purchasing decisions are made based on feeling, as opposed to facts. If you start thinking about how your marketing makes your audience feel, it will have a drastic affect on your marketing as a whole. You will start to think about how colors, fonts, music, images, and word choices affect the type of feelings you create for your audience.
The clearer the thinking behind the marketing, the more successful it will be.
If your business needs help establishing specific marketing goals or achieving clear thinking, to structure your marketing, please give us a call. It would be an honor to help you.
All the best!
Mike and Sofia