Marketing campaigns
Running a campaign honestly: what to do at each stage, where the line is, and the gate you must pass before the next one.
Set one objective you could defend in public
What change, in whom, by when, and how will you know?
Find the people the product is actually for
Who exactly are you trying to reach, and what do they already believe and need?
Say one true thing clearly
What is the truthful claim, and how do you frame it so this audience can hear it?
Choose channels and messengers with the source in plain sight
Where and through whom will the message travel, with the source visible?
Make creative where every element earns its place
What will you actually make, and does every element earn its place honestly?
Test honestly, substantiate, and sign off
How do you find out what works without deceiving the people you test on, and who signs off?
Launch at a pace and volume you could defend
How do you put it in front of people at a pace and volume you could defend in public?
Measure what changed and what it cost the audience
Did the change you wanted happen, and what did it cost the audience?
Review, put things right, and change the process
What do you owe the audience now, and what do you change next time?
Your plan
Each chapter has a worksheet and a gate. Your answers are kept in this browser only. When you are done, export everything as one document.