Discovery is fundamental to the communications profession.
In order to discover and then amplify brand truth which moves people to pay attention, care, and buy, we must first enter into a state of child’s mind, where extreme curiosity is embraced.
These are the five core questions that we ask:
- Why should anyone care about our client’s messages or their products and services?
- Have we walked a mile in the customer’s shoes lately?
- Are we merely talking to ourselves?
- What is the company’s true point of difference in the marketplace?
- Where do the customer’s interests intersect with the brand’s?
We engage in strategic fact-finding in pursuit of brand truth because no company can afford to kid themselves any longer. Customers will discover the truth about a company on their own, and they talk. A lot. By asking these rounds of questions and being relentless in our pursuit of what truly matters to people on the other end of our brand communications, we can head off any distractions and disconnections and successfully draw a crowd.
When a brand is bluffing, people walk on. When a brand strikes a meaningful chord, people are much more receptive and ready to listen and learn, key steps in any buyer’s journey.
Speaking of buyer’s journeys…they’re not linear and they never have been. The so-called ‘sales funnel’ is a fantasy long perpetuated by people who ought to know better, but do not.
In reality, people are irrational. People are emotional. People long for things like recognition, money, and love. What they do not long for is any part of someone else’s buyer’s journey. The buyer is on her own journey, and it’s up to us to meet her there.
To meet your customers where they live, get ready to Sprint. We Sprint to win.