Remember the 5 Ws of reporting? Who, What, When, Where, Why? And their tagalong, How? We know the list was born to help journalists build effective and efficient news articles. But this simple, disciplined approach can help any communicator achieve meaningful results.
It’s no accident that Who comes first, or that How is bringing up the rear. And it applies across all marketing and communications disciplines. Don’t know who’s going to read your press release, eat your cereal, or use your equipment? If you can’t envision the person you’re speaking to (or about, in the case of a news story), it’s highly unlikely you’ll choose the words, angle, or information that resonate. Remember, every article you publish, proposal you submit, or podcast you record is designed to be read or heard by someone. And you must always know Who that is.
Let’s be honest. Today, unfortunately, many marketing strategies jump right to the end – How. Think about your last planning session. Was it focused on your audience – Who you want to hear your message and their needs – or did you go straight to your mechanism – How to deliver via video, Twitter, Spotify, etc.?
The good news is that this is a habit you can break. Make the first question you ask at a project kickoff meeting, “Who is our audience?” Follow up by inquiring about what those people and companies gain by being your customer, and why they should choose you to help them achieve their goals.
Create the right story to tell what your product or company offers, so that it’s heard and felt by your audience. After you’ve taken these steps, you can ask How to reach them.
About the Author
Mary Sue Hoban is a strategic marketer, editorial director, public relations pro and freelance writer, with special expertise in financial services gained over more than 20 years connecting with audiences. Mary Sue holds a BA from Boston College and is completing a Digital Marketing Specialization from University of Illinois.
After leading and innovating in Boston for Putnam, IBC/USA, Scudder and Pioneer, she now operates from Springfield, Missouri. Mary Sue is active in civic engagement and professional development, including the League of Women Voters. She has been a member of AWC since 2021 and is the new editor of the group’s member publication, Communique.
Connect with Mary Sue: linkedin.com/in/marysuehoban; email [email protected]
