Clarifying Your Marketing Objective: The danger of asking “how?” too soon

In an earlier Quick Win Clinic, Flint McGlaughlin, CEO and Managing Director of MECLABS, talked about the importance of determining a clear objective for your webpage.

But where does the marketer go from there?

The next step is to determine the most effective way to accomplish your objective.

“What is my objective and what is the most effective way to accomplish my objective? … We have to give people a reason to invest their mental energy in going forward.”

—Flint McGlaughlin, CEO and Managing Director, MECLABS

It is at this point that we marketers should avoid making the mistake of rephrasing the question and asking, “How can I accomplish my objective?”

The “how” question is insufficient because it doesn’t force you to (1) generate options and (2) select from those options the one that promises the best way to accomplish your objective.

In this Quick Win Clinic, McGlaughlin optimizes The Recruiting Code, a webpage submitted by Bryan, whose objective is to sell a book. Watch the video to see if the objective was accomplished in the most effective way.

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