These are the essential Objectives, which every complete campaign ought to deliver.
Sure, you can just go to the market with, “Here’s our product, here are its features, here’s what it costs, buy now?” But, in doing that, you would risk losing your prospect into one of several holes, such as not realising why they need it, or that your solution is the right one for them.
These major Objectives are steps that you can arrange to help get your prospect from whatever Awareness Step they’re at now to the point of being ready to buy (Step 5).
- REACH THE PROSPECT (may need to happen multiple times, which is why it’s ideal to…)
- Enlist the prospect (capture contact details)
- Emphasise the problem and its cost
- Visualise the outcome in their life
- Present or acknowledge other existing solutions
- Gather objections
- Discredit alternatives
- Set up criteria for best solution
- Introduce better solution
- Communicate who the offer is for (and not for)
- Reinforce the positives / benefits
- Evidence of why your proposition is ideal (ideally by demonstrating or proving how it works)
- Resolve the negatives / Handle objections
- Prove value (particularly value for money)
- Risk reversal
- Add scarcity & urgency
- Final call to action
- Follow up with non-buyers (again and again)
- Reassure about purchase
Our job in Campaign Design is twofold:
- To select which Channels to use to reach our prospects (at their currentAwareness Step);
- And then to design the communications that will safely bring them from their starting Awareness Step to being ready to buy.
The Channel selection will depend very much on whom you’re trying to reach, where they congregate, and the nature of the offering.
The rest of the communications should be built to deliver the other Objectives as efficiently as possible. Some Tactics will be appropriate in some situations. Others may be inappropriate, and could waste your budget.
The BAMM (Big-Ass Marketing Matrix) spreadsheet is my working document where I’m breaking down the various Channels and Tactics, to help us to filter in/out what might work best in various situations. (Eventually, my goal is to build a Wizard to help automate this process, using the responses to the Circuit Questionnaire to accelerate the Campaign Design process.)
To help with actual Campaign Design, we also have this spreadsheet that arranges the Major Objectives against their respective Awareness Steps. You can make your own copy of this to add notes for your campaign designs (select “File > Make a copy” in Google Drive).
Personally, I prefer to use a whiteboard or pen & paper to help me visualise all the steps I have to cover. I’ll draw sections for all the awareness steps I need to cover (the example below is dealing with a Step Zero market, so we go from 0-5) and then map out what needs to be done (the Major Objectives)… then HOW we might achieve those.
Here’s the bottom line. If you’ve done the Circuit Interview, and Circuit Analysis, and then go through the Campaign Design process, which really just means being able to say, “This is what we’re going to do to make sure we achieve all these objectives,” you will have a stronger campaign than at least 90% of marketing out there in the wild today – even if you think you have little marketing, copywriting or design skill!
So we need to create actions that account for all the Objectives, and that make sense in the light of what we learned from the Circuit Interview and Review.
In the photo above, my whiteboard shows…
- The steps 0-5 as columns.
- The Major Objectives written on in black, and notes on what I’m recommending be done in blue.
- Green arrows show where
- The critical REACH objective says “Affiliates, LinkedIn, Advertising”, as I believe all of these could work, so it may be worth testing them all.
- Steps 0 through 3 are ALL handled by “INITIAL MESSAGE’. That could take various forms: webinar, magazine article or advertorial, an online video, or possibly a whitepaper.
- In Step 3 it says “CP #1”, which means “Conversion Point #1”. Generally, we want as few conversion points as possible (steps where we require the prospect to take the next action). The fewer of these points there are, the fewer points there are to lose the prospect.
- That CP#1 has the notes “Call us?” or “Download PDF”, as two possible ways to engage the prospect further. (In this case, I think a phone call is preferable, because it means we can get contact details.)
This is only the first pass at a Campaign Design, but you should start to get a feel for the principle: making sure we’ve addressed all the Objectives.
I strongly advise you go over your initial Campaign Design and see where you can include these additional minor objectives. They are not so critical, because they may not be necessary to get the prospect to the next Awareness Step. However, they are all helpful and important.
- Deliver value, inspire and make each communication appealing
- Embody WHY, story, global proposition
- Include story and surprise
- Build trust and authority
- Show authority and credibility
- Listen and learn (maybe using comments)
- Gather social proof (not just about proposition, also problem)
- Record when prospect moves to next step (e.g. in CRM)
- Put measures in place to continue the conversation if they don’t
- Make the next step into an event
- Congratulate on last step taken