When I left the military and enrolled at the University of Florida Journalism School, I did so because the college had a reputation for teaching students how to write. Here was the school’s mantra: Don’t tell, show. Draw a picture for your readers. Thirty-plus years later, I believe that mantra applies double to marketing and communications. Surprisingly, it begins internally, not externally. Here’s what I mean.
To draw a picture to frame our marketing and/or communications strategies, verbal or written, we begin by asking and answering a series of questions around who, what, when, where and how.
- Who are we and what do we do best?
- Who wants and needs what we offer?
- What does our market look like?
- What does our ideal customer or client look like?
- When do they want and need what we offer?
- When is the best time to communicate with them?