Reaching the right person with the right message at the right time via the right channel in order to motivate them to take the right next step.

That’s the key to success.

But notice that it starts with the audience, not with the message or the channel.

Who are they? What do they need, want, expect, perceive?  What’s relevant to them at this moment?  And what’s a realistic next step – because they might not be ready to buy right now.

So if you’re sitting there in your conference room, and the conversation starts with “What do we want to say in this week’s email…”

Or if the conversation starts off with “Why aren’t we on Facebook or Twitter…”

Or if the focus is on “Let’s offer a buy one get one…”

Stop.

Step back.

And then ask “Who is our audience and what do they need, want, expect from us at this point – because we want to provide them with relevant content that helps engage them, build trust and motivates them to take the next step with us…”

What are your thoughts?