If you, like me, love marketing, then you probably love problem-solving.

Whenever I read case studies, I invariably start relating them directly to my own clients, or potential clients I have my eye on. The ideas just jump off the page-- a postcard campaign that would work for the local bookstore! Or how about an email campaign co-sponsored by a restaurant and the local music festival? Yes!

Before long I realize that I'm guilty of one of the most common errors in marketing--neglecting to start at the beginning. Marketing solutions aren't a case of one-size-fits-all.

Or: How can I hope to solve a problem when I donít know what the question is?

What's Your Rationale?

Do you remember when you wrote essays at school and the teachers used to always be saying "make sure you answer the question?" I still think about that now, whenever I sit down and start working through a brief. It's easy to make assumptions, to get carried away with tunnel vision, to miss the point entirely.

Years ago I trained as a fitness instructor. When it came to devising new exercises to music, my teacher had a favorite expression--"What's your rationale?" If we couldnít justify what every move was designed to achieve, it was out.

For marketers, not starting at the beginning isn't just about not having a plan, it's about not having any clear idea of your objectives. It's being seduced by whatever comes along and convinces you at the time. It's the equivalent of going shopping for a new bathroom, and deciding to buy three tubs because they're all on special--never mind that you don't need them, you have nowhere to put them, and you've now blown your budget.

A photographer was recently asking me for advice, and she began by telling me about her web site. No one could ever find it on the web. We took a look at it, and I pointed out to her that it hadn't been optimized. We went to Google and I demonstrated to her what came up for "photographers in Brighton" and other such phrases, and lo and behold her site never appeared in the results.

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ABOUT THE AUTHOR

Robin Houghton advises small businesses and nonprofits on how to make the most of their marketing budgets (especially online) at https://www.robinhoughton.com. Reach her at robin@robinhoughton.com.