I always say that the hardest thing to see is what is not there. Seems obvious on one level, and completely baffling on others. The most dismaying thing that can happen is to spend all that time and money designing and producing something to market your business only to realize, once it is in hand, that some important element was left off and the piece is nearly useless without it.
The undeniably most helpful tool I use for making sure a design and effective marketing is complete is Kipling’s six honest serving men: Who, What, When, Where, How, and Why.
Answer these six questions on anything you do and you have the complete story and won’t leave off something important.
Who is who is providing the goods or service.
What is the good or service.
When is generally hours of operation, or “by appointment”, or the season to take action.
Where is the area of service, or the location of the store. Typically an address.
How is how the potential customer gets in touch with you. The preferred contact method should be the largest, most salient contact method.
Why is your value proposition. The reason a customer would call.
Look for what’s not there and you just may find it.
All the best to your marketing-
Ramplify Richard
