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Clarity should be the guiding principle behind every marketing effort. Clearness of thought. Clearness of appearance. Clearness of message. Clarity should inform every campaign, drive every question, and rationalize every dollar spent and every piece of data captured and analyzed. Whether you’re launching a large scale branding effort, producing an event, or simply crafting an email message, follow these two steps to marketing clarity:
1. Discover. Ask yourself; are we truly clear about how to create superior value such that customers are continuously attracted to us? And by value, I mean the qualities that render your product or service highly desirable by your audience. It may be performance value, financial value, time value, entertainment value, identity value, or some combination. Note: Market research rarely reveals new insights into value creation.
2. Execute. Now that you understand how to create superior value, you must clearly and precisely align all spending and activities to both communicate and deliver that value. Note: If you can’t find the value in an activity, it does not exist.
