The most used phrase in your marketing vocabulary shouldn’t be “how many” or “how much,” it should be a single word, WHY. It’s simple to use – at critical decision points, ask “Why are we doing this?” Each marketing program or campaign needs to be subjected to the “Why” test – from start to finish. If you, or your vendor, can’t easily explain why a marketing project, program or campaign should be undertaken, you should have serious reservations about the project. Some good questions:
- How can I measure success?
- What numbers (measurements) will tell me if I’m successful?
- Will this improve my bottom line? By how much?
- Why is this better than what I was doing before?
- Is this technology better than other vendors?
- Why are/aren’t my competitors doing this?
Asking WHY puts you in the frame of mind to see your marketing as it is, not as you or others wish it to be. Asking WHY helps you learn more about the benefits and the risks. Asking WHY gives you the data you need to make an informed decision. WHY drives you toward marketing success.
