A Strategy for Simplicity


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Product Description

As an agency, we’ve seen many marketing communications plans the size of telephone books. Heck, we’ve even helped create them. But just because a plan is comprehensive, does that mean it’s strategic? The truth is, that all of the data, all the charts, and all SWOT analyses should be in support of (not in place of) the most important element in your plan: a simple, focused strategy. Emphasis on the words “simple” and “focused.”
Remember, the whole purpose of developing a communications strategy is to help you make the decisions you need to accomplish your objectives. It forces you to prioritize resources, activities, and budgets right from the start. By keeping your strategy simple, decisions can become almost obvious when you ask: “Does this support the strategy or not?”
But my market is complicated, you say. I have lots of good clinical data, you say. My boss loves bar charts, you say. All the more reason, your strategy must stay simple. We’ve all been told over and over again that simple, single-minded ideas are…