For any campaign there’s 5 questions I ask, in a particular order.
Why are we doing this?
Answers might be “to grow our list” , “to convert our list to customers”, to grow revenues”, to maximise profits”, “to reduce costs”.
Whatever the reason, you just need to know it, and write it down so that other people don’t make suggestions that are well meaning, but will divert you from your goal.
What are we doing?
This is the bigger picture of strategy. The broad style of campaign we’re going to run.
It might be a lead magnet, a low cost front-end offer, a workshop, a challenge, a live event.
How are we doing it?
Now we’re starting to get into the weeds. We talk here about the tools we use and the finer detail of the plan. What emails do we need to put together, what pages do we need, what data do we need to collect.
Who is doing it?
Pour one out for the lone-wolf Solopreneurs at this stage, but there’s probably someone who can do some of these steps quicker and cheaper than you can. Find them.
When are we doing it?
ASAP is not a project plan. Work out what needs to be done, in what order and get the work distributed.
Where it goes wrong.
What I see too much is people focussing on the “what” and “how” before they understand the “why”.
It leads to picking the wrong type of funnel for the wrong goal.
You need to line up who you’re selling to and where eon their journey with you they are. Are they cold traffic or loyal customers.
You need to know the price point you’re selling to, and whether it’s really worth asking them to sit through an hour long webinar for a book.
You need to know what the commitment and urgency is on their side for solving the problem you’ll tackle.
All this and more becomes a lot clearer when you ask questions in the right order.
Why are you running the campaign you’re running right now?