If English is your first, second, or even your third language, you certainly must have come across the WH questions: Who, When, Where, What, Why and How! Don’t ask me why “How” is included, it just is! In any case, I promise this post won’t be an English grammar lesson – it’s about marketing!
I’m surprised no one ever looked at the WH questions from a marketing perspective. I’m no Philip Kotler, but this is definitely a timeless marketing concept. I used the words timeless not to immortalize the lesson to be learned, but to emphasize that it is applicable in traditional marketing, e-marketing, social media, personal branding, basically any form of marketing at any given time!
Enough blabbering … let’s get to the point. What do I mean exactly when I refer to the WH questions of Marketing:
Q: Who? A: Person(s)
- Who are my participants? (if you’re curious why I used “participants” instead of audience, I invite you to read my previous post: New Marketing Terminology: Participants)
- Who do I intend to reach with my campaign/blog/product/service/activity/etc…?
- Who is my competition?
- Who is reading my posts?
Q: When? A: Time
- When should I launch this product/service into the market?
- When should I post a blog?
- When do I place this Facebook ad?
- When do I start monetizing on my personal brand?
Q: Where? A: Place
- Where should I advertise my business?
- Where do I reach the biggest number of participants?
Q: What? A: Object/Action/Idea
- What is the objective of this campaign?
- What is my intention with this post?
- What is the added value of my service offering?
- What marketing tools should I use?
Q: Why? A: Reason
- Why should my subscribers be interested in this post?
- Why should they buy my product/service?
Q: How? A: Manner
- How do I get more reader to post their comments on my blog?
- How do I calculate the value of my brand?
- How do I calculate my ROI?
I thing you get the point – as simple as that maybe, it’s amazing how we tend to forget to ask some of these very basic questions. When we were kids, this all we did, we asked, and we asked, and then some! Unfortunately, as adults, and more specifically, as marketers, we think we know all the answers so we don’t need to really ask such trivial questions – I beg to differ. Forget the four Ps, the four Cs, the Boston matrix, Porter’s Five forces, etc … it’s much easier than that – all you need to do is ask. Think of it this way – asking questions, costs you nothing, but not asking them, can cost you everything!
Don’t be afraid to ask questions – bring out the kid in you, Think About It!