The Convince That Because Strategy Statement I learned to employ during my tenure at global interactive marketing shop, Digitas, remains the most powerful tool I’ve ever come across. To this day, it’s the first thing I do before going off and exploring words, layouts, and pictures.

It’s as simple as filling in the blanks.

Convince _________ That __________ Because ___________.

CONVINCE: This is where you describe your audience with as much detail as possible, as in whom are you trying to convince?

• Tech savvy males 18-34 with more than one mobile device?
• Single Hispanic mothers 30+ with a Household Income of $50,000+?
• Nurses who bus to work in small local hospitals?

THAT: Here’s where you tout your product benefit. What are you trying to convince your target audience of? (This should be limited to THE MOST unique, compelling selling point. Too much stuff and your message will be all over the place.)

• That your tooth paste whitens better?
• That your software improves efficiency?
• That your restaurant serves the only authentic tandoori chicken in the city?

BECAUSE: Now you’ve got to offer the proof and support points, as in why should the target audience believe you?

• Because a of a new discovery that more effectively fights tartar and coffee stains?
• Because the software is more intuitive and learns how you work to anticipate your next move?
• Because you just hired India’s best tandoori chef?

A finished Convince That Because Strategy Statement should look something like this:

CONVINCE tech savvy males 18-34 with more than one mobile device THAT Mojo Software App improves efficiency BECAUSE the software is more intuitive than anything on the market and learns how you work to anticipate your next move.

With that out of the way, you can and ponder, write, design, and look for pretty pictures. Then, an hour, a day, a week later when you think you’ve nailed it, go back and test your ideas against the Convince That Because Strategy Statement and ask:

• Are the ideas holding true to the statement?
• Are there holes? Are they pluggable holes or are can they sink your ship?
• Are there other directions to explore?

There are a million solutions to any one client problem, but there should be only one main problem we’re trying to solve at a time. Hopefully, a Convince That Because Strategy Statement will keep your vision clear, and your communications purposefully on message.

If you’re a writer or designer, this exercise can focus your ideas. If you’re a business using an agency or freelancers, try filling it out with the marketing team so everyone can agree on a direction before the idea factory starts churning out brilliant but off-strategy work.

Thoughts? Suggestions? What process(es) do you use? Love to hear about them.

Hope you’re well, and thanks for stopping in.