1 Know your customer
Do I understand my market? Do I know what makes them tick? What do they feel, believe, and want?
2 Define your goal
Have I pinned down precisely what I want my customers to do?
3 Target precisely
Have I identified and segmented my market? Who/what are the key subgroups (including stakeholders)?
How can I best reach them?
4 Provide a unique benefit
What can I offer my customer that's interesting,
valuable and life changing?
How can I make my proposition
stand out from the rest?
5 Understand the competition
Do I understand the pressures stopping
my customers from changing?
6 Get the right marketing mix
What's my most cost effective marketing
mix to create the highest response and
achieve lasting behaviour change?
