Those of us who live in the Pittsburgh region are lucky enough to have one of the best aviaries in the nation. The National Aviary is the only independent nonprofit aviary in the U.S. It is also the country’s largest aviary, and the only one designated with honorary “National” status by Congress.
Those who visit the National Aviary encounter birds from all over the world in beautiful habitats, both indoors and outdoors. Children marvel at a variety of species, including flamingos, owls, raptors, and penguins. We’ve been visiting the aviary for decades.
One bird in particular has remained vivid in my memory for more than 30 years. It wasn’t an exotic species from a faraway land with colorful plumage. In fact, it was one that we find thriving locally. This character was a common black crow named Mickey.
Mickey was incredible. He actually talked! I always knew that crows were smart (and quite nasty, to be sure). But I didn’t know they could be taught to speak. Mickey had the most amazing tone, too. It had the deep timbre of a mature woman’s voice; nothing like what you would expect from a bird, much less a crow.
From our experience, Mickey only spoke four words … over and over:
“Who? What? Where? Why?”
And Mickey articulated them clearly and with such authority!
In fact, as a marketing professional, I couldn’t come up with any four words that are more important.
Without realizing it, Mickey’s trainers taught him advice that every marketer should follow.
WHO? Who is your audience — their demographics, economic status, likes and dislikes, life experiences, and social views?
WHAT? What are the pain points, concerns, anxieties, and barriers that put a drag on their day or keep them up at night?
WHERE? Where do you fit into their lives, whether professional or personal, to help relieve those pain points in a meaningful way?
WHY? Why are you in the ideal position to help solve their problems, improve their outcomes, or just make their lives easier?
You see, without realizing it, Mickey (well, his trainers) stumbled upon four key pillars of marketing communications. Without answering those four questions with authority, your marketing won’t connect with your audience in a meaningful way that distinguishes you from your competitors and puts you in their corner.
So, when you face your next marketing challenge, follow Mickey’s advice. Ask yourself, “Who? What? Where? Why?” and your efforts will begin to take flight.
Truth be told, it’s not quite as simple as that. We’re here to help you uncover your true voice and create some vivid memories of your own. Just winging it is never a good option.
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