There was a popular bumper sticker a long while back that said "Question Authority." Of course, the correct response to that is, "Who says?"
Around here, we question everything. It can get a little annoying. But in the long run it's the best thing for our clients. Here are some of the questions I've heard in the last week:
- What would it take to get that creative out to the client for approval sooner?
- Is that the best headline we could come up with?
- Should the background be blue or white?
- Are we targeting families with children at home?
- What's the most relevant benefit of the product for this target group?
- If we move some budget from mail to online, what would the results be?
- If we put more budget into mail, what would the net be?
I love questions. It shows that people are thinking. Even if the answers are only opinions, you learn something. And, as direct marketers, we're in the unique position of getting some factual, real-world, quantitative answers to the perennial question "What do consumers really want?"
Here's to more smart questions (and answers) in 2008!