What items are so important from a marketing perspective that they should appear on a checklist?
The next item on my marketing checklist is this:
- When performing market research, ask the right questions.
I am amazed how few firms do market research. I’m even more amazed how few firms do market research correctly.
Marketing is all about influencing attitudes, beliefs and behaviors, so if you ask nothing else, you should be asking the following:
- How believable is this to you, the prospect?
- How important is this to you, the prospect?
- How compelling is this to you, the prospect?
The answers to these three questions will go a long way towards giving you sufficient information to make reasonable decisions – decisions for which you have a valid reason.