In practice, that means we ask ‘Why?’ a lot.
We try to understand what any organisation is really trying to achieve before we can develop a communications strategy to help them.
If a client wants to boost awareness amongst a target audience, that’s fair enough – but we will ask why. There must be a bigger reason for wanting that awareness.
And if we’re asked to drive traffic to a website we will also ask why. What does our client actually want these people to do when they get there?
It’s one thing to get people to spend some time on the site, but another thing entirely to get them to sign up for a mailing list.
But if that’s what you want, that’s what we’ll aim for.