Upside-Down Thinking by Patric Fransko
by Patric Fransko
October 20th, 2021

The Foundational Elements of Marketing

I often get asked to help clients put together a basic marketing plan and create some structure around marketing strategy. As a result, I wanted to share this handy format that will help you as you plan your marketing. These are the four elements of the process…Who, How, What & Why.

Boost your marketing efforts with a four-step process.

Who – Is Your Target? – The first step is to clearly define who the target is for your product or service. Are they in a particular age group, have particular interests, a certain gender, etc. The main focus on this step is to identify the ideal customer for your offering.

How – Do You Get In Front of People? – Once you have identified the target, you need to determine where this target group is paying attention. Find out where the targeted eyes are looking and ask how you can get your product or service in front of those eyes. Do they spend time on social media, read magazines, go to trade shows, listen to certain radio stations, etc. This will tell you where you need to place your marketing message.

What – Are Their Pain Points? – Now, you know who they are and how to get in front of them. Now ask what their pain points are. What are the issues that they are dealing with that your product or service can be a solution for. What causes them “pain” that they want to alleviate? Understanding these pain points will help you in the final step.

Why – You Are The Solution – The final step. You know who your target is, where they are paying attention and what problems they have that your product or service can solve. Now, craft a message that tells the story of why your product or service will alleviate these pain points. Talk about the benefit they will receive from utilizing your offering. Help them connect their problem with your solution.

I hope that this basic structure helps you formulate a marketing strategy that will help you create more effective marketing. Just ask yourself the Who, How, What & Why to point you in the proper direction.

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  1. Great read! Very helpful for me as I’m beginning to realize the importance of this exact thing. I’ll be putting this to practice. Thanks for the article!

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