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The Beauty of Keeping It Simple…

December 22nd, 2009 :: Michael Dougherty

In my last post “What is this ROI thing” I posted that “…marketing really comes down to the simple questions we learned in school. Who, What, When, Where, Why, and How.” Did I shock and offend a few people by simplifying that? More than likely I didn’t, but I have found that people who get easily offended by someone exposing the initial simplicity of something are ultimately trying to keep everyone else from knowing how simple it is as well.

There is no reason, in my opinion, that someone should just put a shingle on their door and expect customers to expect to know they are there and open. There are a laundry list of reasons that most businesses don’t make it past the two year mark and over all I see that as poor planning across the board. I have known more than my fair share of start-ups or small business owners that have forgone a marketing strategy in their first year or two because they have viewed it as too costly, confusing, or complicated. When in reality, that fear kept them from reaching a wider customer base or audience.

You need to know how you are going to get people to learn about your great new product/service/Whatchamacallit. Simply just creating the same marketing pieces that everyone has (a website, a business card, etc.) won’t have your phone ringing and email box filled with orders. I wish I could say it was that simple, but it’s not. You first need to think of those six simple questions as you go into the creation of your marketing piece/strategy.

The Who, What, When, Where, Why, and How will vary depending on what you want to do. Here are some great examples of starter questions for your next marketing strategy/piece, but feel free to come up with your own:

  • Who –Who will want this? Who do we want to know about our latest product/service? Who is going to purchase our [insert item/service]? Who will carry our message for us?
  • What – What will we use to reach/tell people about? What will we use to measure who successful this is? What will separate us from all the other daily noise that our audience receives? What will we use to track it?
  • When – When will we be putting this out? When is the most effective time for us to launch this? When will use to track the success? When do we review on how well this is doing?
  • Where – Where are the people we want to reach with this? Where will be put this that people may not expect? Where will we announce the product/place/thing/event? Where do we want this to take our business?
  • Why – Why are we going to do this? Why will the audience we are trying to reach care? Why are we using X over Y? Why aren’t we using multiple opportunities for people to reach us?
  • How – How are we going to create this? How are we going to measure the success? How are we going to get this out to our chosen audience? How often are we going to try this to see if it is successful at different times of the year?

I know I’ve kept this extremely simple, but the biggest reason for that is that the resources for you to create your marketing plan are already available to you on this site. Steven Fisher wrote a great piece that I view as a strong follow up to this post, the Guide to Writing a Killer Marketing Plan.

I hope you at least come away from this post with a sense that your first marketing strategy doesn’t have to be scary or overly complicated. When you are in your first year or two of business your time is very valuable, but by asking simple questions up front you save yourself some time and be better prepared for when you hire a designer, marketing firm, or whomever to accomplish your goals.

I am interested in Who, What, When, Where, Why, and How questions you’ve come up with. Please leave them in the comments below or you can reach me on Twitter by sending a message to @wickedjava, or on Facebook at facebook.com/mcdougherty.

As all ways, if you have been reading, thank you and stay wicked.

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