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Infomania - This "Can't-Say-No" Malady Muddles Marketing
Oftentimes, information gets in the way of techniques that build trust and advocacy. Do you want higher performance from your marketing communications? Do you want more clarity, more value delivery? Do you want your audiences to think and act as you’d like them to? Then either keep the work away from the Infomaniacs, or cure the disease. Here’s the medicine that will do the trick in four doses
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- You’re in for trouble if the review team isn’t on board at this stage. A good brief will outline the whys and wherefores of what’s being created. This is the best time to iron out disagreements about objectives, content and methods. You’ll save a lot of time, money — and angst — right here.
- Make clear the roles of each reviewer
You shouldn’t let everyone have the right to change everything. Some of us know the product; some of us know the channel; others walk in the end user’s shoes. Determine who should focus on technical accuracy, and who should concentrate on the audience and their situation, etc., and set the ground rules for review. You might allow everyone to comment, but only green-light certain team members to suggest certain changes. - Attach a ROP (Recap of Purpose) to the review materials
This can be as simple as a Post-it® or one-sheet highlight of the brief. What’s important is having a simple and concise recap of what everyone’s reviewing, why it’s needed, who it’s targeted to, and what it should achieve. It’s a reminder that gets everyone right-minded about what they’re reviewing. - Maintain your right of final review
If you’re the team leader, everyone should know that you have the last call. After all, it’s your gig and your responsibility. And, it’s your experience and expertise that got you there. If everyone knows you listen and think and evaluate, they’ll respect your decision. Remember, smart managers negotiate changes, so no one is surprised with the final result.
Once you cure Infomania, you’ll find that the lust for change will subside and things will get done faster, better and cheaper.
Need more information?
John Favalo, CBC
Managing Partner
Eric Mower + Associates
Group B2B
500 Plum Street
Syracuse, NY 13204
315-413-4240
Fax: 315-466-2000
mower.com
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