14-May-09 11:00 AM  CST  

Know-Think-Feel-Do--A Handy Tool 

I watch people stress over marketing communications all the time. Whether it's an email, brochure, web page, advertisement, estimate, proposal, or anything else, careful thought must be given to ensure that you're putting the most marketing value into (and getting out of) every communication, large and small.

To help me and you improve marketing effectiveness and ease of production in our business communications, here is a simple, but extremely useful tool to get all of us clear on what really needs to be done within each communication.

It's my Know-Think-Feel-Do Formula. Before venturing into any communication written or spoken, simply ask and answer these four questions:

In this communication, what is important for our target to KNOW about us?

For our target to THINK about us?

For our target to FEEL about us?

What do we want our target to DO as a result of this interaction, exchange, communication, or tool?

Now, turn it upside down and ask the same four questions from your target's perspective.

To DO what we are asking our target to do:

What does he need/want to KNOW about us?

What does he need/want to THINK about us?

What does he need/want to FEEL about us?

Sometimes answers will seem to bleed in the "think" and "know" categories, but no need to get too technical about it. Just decide on the issues that really matter and which points you need to focus on. Of particular importance are your answers in the "feel" category. Remember that people make decisions based on emotions and justify them with fact. If you determine that targets want to feel confident about something, use the word "confident" in your text and tell targets specifically why they're going to feel that way working with you.

Marketing doesn't have to be complicated—when you think like a marketer and you apply simple, but smart marketing techniques.

To make life and marketing extra easy for you, I've created a handy Know-Think-Feel-Do Form to guide you in this process. Download it now and pull it out every time you're crafting anything that goes before a prospect or customer. Remember, everything is marketing and everything presents a marketing opportunity, so don't leave any on the table—and make the most of them while you have them by applying this formula.

 

For additional information on this Marketing Ezines article, please contact:

Lauron Sonnier
(713) 341-9341

Source: Lauron Sonnier

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