Do Your Homework

by Tammy Muir Who Are Your Customers?:
Why do so many businesses fail? Simple reason, they don't do their homework. The Internet isn't that much different than the real world. If you don't know your customer or your purpose, you will soon fail.

Who, Why, What and How:

Decide WHO you want to communicate with:


Your established client base
Everyone in the world
Somewhere in between
Consider very carefully WHY you want to communicate:

To inform
To teach
To sell
A little of each
To say "sell the most product we can" is accurate but a cop-out. You need to focus independently on each of the above purposes, as each requires a different message strategy. Effective combinations can be confusingly complex, but less so when you have a clear ratio in mind.
Decide WHAT you want to communicate:


Who they are - Market Identity
Who you are - Image
What you do - Product and/or Service - Image
Why you do it - Mission - Image
How you do it - Method

Decide HOW you want to communicate:
This is a lot like the WHY decision, but has more to do with the overall function of the site relative to existing customers. The HOW should be largely decided by the time you get to it, but it is important to look at the motivational logic separately. This will help clarify some of the decisions you make in earlier stages of conceptualizing.

Once you answer the above questions, you'll have a much better idea of how to develop a Web site and marketing plan to meet your objective.

We want to add one more item called WHERE. You need to research WHERE your customer can be found surfing and lurking on the Internet. This is of course one of the most difficult parts of doing business on the Web. Once you have this figured out, you'll quickly learn the who, why, what and how.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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