Many marketers get caught up in building vague virtual personas and forget the real humans they are working for. They use a “top-down” or broadcast approach, which treats the audience as passive recipients. I help you shift to a “bottom-up” discourse. You are not just marketing to an audience; you are developing and managing a community.
From Broadcast to Discourse
The 3W’s Methodology
Nothing in the life cycle of a product is detached from the understanding of why it is there and who it is for. Elinor’s model ensures we answer the most important questions in the right order:
- Why: Why does this venture exist?
- Who: Who are the specific communities we aim to serve?
- What: Only after we know the Why and Who do we define the “What”: your unique selling proposition.
The Power of Reciprocity
Engagement is driven by a simple rule: give some to get some. We believe in creating real value for your communities, even for those who are not your direct paying clients. When you share your knowledge and provide added value, you become a trusted authority. This drives awareness from the ground up and saves you resources in the long run.