Shoot the Messenger: You Can’t Market What You Don’t Know.

How can you communicate what you don’t know? No matter how clever or creative you are, no matter how well it’s designed, if you don’t know the message, you cannot possibly deliver it.

You have to do the work. You must put in the time and research. You have to know what your brand is talking about. It sounds like a lot of effort… like you have to do the dirty work.

Here’s the beauty of it…

It’s a blast. There is nothing as much fun as learning about something and uncovering that one nugget, that one insight that makes your brand different. It’s always there and it’s usually hiding in plain sight, right under the brand’s nose.

If someone tells you to create a message without providing any background, don’t walk… run for the hills, get outta town, insert your favorite catchphrase here.

Be the brand investigator. Then, and only then, can you be the sales instigator.

If you would like to discuss uncovering brand insights, drop me a line at jhenke@henkeinc.com.

Thanks.