Unfortunately this happens all too often in the marketing and advertising industry. We’re asked to write copy without knowing the audience, create a digital campaign without knowing the placement, or start any project without knowing the ultimate goal—is it a website click or an app download or maybe just to educate customers.
In our industry, we’ve all been there—under pressure to demonstrate fast results, we jump in without taking the time to fully think through what we’re trying to achieve and how it will work. We’ll save time by figuring it out as we go, right?
We feel like we’re making progress. But then new information comes. Unknown stakeholders provide input. New segments or timelines appear seemingly out of thin air. It all leads to revisions, versions, cycles. In the worst cases, the budget is already spent, the deadlines have long passed, and both the clients and the team are frustrated.
To help avoid these pitfalls, our strategy team developed four sets of questions that should be answered before we write a line of copy or start the design. That’s right: aiming before the team fires.
We’re not saying you need six months of strategy before you start. But answering these questions can set up the project for success. Try this: On your next project, instead of saying you’ll get started right away, send along these questions or answer them yourself as best you can. See what happens when everyone aims first.