There are marketing writers and there is Seth Godin.
His quesitons for every marketing challenge are true for every campaign or communication plan, so I decided to share them.
It's hard to fail when you begin your journey with thinking about your audience.
WHO are you trying to reach? (If the answer is 'everyone', start over.)
HOW will they become aware of what you have to offer?
WHAT story are you telling/living/spreading?
DOES that story resonate with the worldview these people already have? (What do they believe? What do they want?)
WHERE is the fear that prevents action?
WHEN do you expect people to take action? If the answer is 'now', what keeps people from saying, 'later'? It's safer that way.
WHY? What will these people tell their friends?