All categories/Marketing and growth
Marketing planning · Level Advanced · Marketing Community Retention
Owned audience: value before selling
A group that turns into ads and people leave.
Prompt
Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.
Task: A group that turns into ads and people leave.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- member sources and needs
- value we can sustain
- product fit
- staffing
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- set rules and a value promise per week
- ads under twenty percent
- a concrete benefit in the first three days
- one retention move before they leave
[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail
[Output]
Audience, hypothesis, test, allocation, failure conditions.
[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenlyWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- member sources and needs
- value we can sustain
- product fit
- staffing
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- set rules and a value promise per week
- ads under twenty percent
- a concrete benefit in the first three days
- one retention move before they leave