Yes, you know that in every element of your marketing campaign, you have to answer the following questions to some degree: who, what, when, where, how and most importantly, why.
But add the question so what? Because if you can’t utterly justify your actions and explain their benefits, then you might just be wasting your time.
Don’t get carried away with your plans – ask yourself so what with each new idea or intention.
Have an emotional link with your audience – so what?
How do competitors present their brand – so what?
What do they lack – so what?
When you are writing copy or explaining something, ask yourself, all the time, what do the words actually mean to your audience and why should they care – so what?