E = Examine
There are two definitions for the word Examine: #1 is to "Inspect (someone or something) in detail to determine their nature or condition; investigate thoroughly," and #2 is to "Test the knowledge or proficiency of (someone) by requiring them to answer questions or perform tasks." This is the time in your marketing planning that you need to do both.
In this step of your WAKE UP Marketing Strategy, it's time for you to really dig in and inspect the information you have before you, and test its validity. Listen to voices other than your own. Will the knowledge you gained in the previous step really hold up in the marketplace and enable you to get your book in front of your primary (and secondary) audiences with a message that compels them to purchase it or read it?
Examine your facts closely and determine the actual words your target customer finds relevant and persuasive. Uncover the tone of voice used in the messages that have influenced your audience. Remember, your Watch Group told us how they purchase and what they like – but WHY do these messages break through the clutter of your audience's internal and external noise?
- Is it the creative? (The overall idea, concept, look or format of the piece)
- Is it the timing of its arrival?
- Is it the offer?
- Is it the clever copy?
Examine what you have learned, inspect for any irregularities as well as any harmonies, test everything thoroughly. Look for timing opportunities, offers, lingo, geographic differences, etc.
Once you have thoroughly examined what you know about your primary audiences and your messages, it's time to prove your understanding of these audiences and their needs by applying what you have learned and creating messages and campaigns that will persuade those audiences.