When I think about people, I construct a sense of groups that are striving to accomplish things (if just to survive the day), aspiring to better lives, seeking solutions to their problems and constructively interacting with others. My social marketing program might them revolve around: How can I be relevant in their lives? Help them reach their goals? Solve their problems (not mine, the organization’s or society’s)? Interact more effectively with others? [Some might refer to these as  'adding value' - I agree. I just like to move beyond the vague].

The details of the answers to these questions lie in our ability to communicate and empathize (NOT sympathize) with people formerly known as the audience.

It is so important to get this right. If you ask the right questions, you’re one step closer to finding the right answers.

You’re not here to sell your product to someone. You’re here to help someone. Next time you’re planning your marketing plan or product launch, don’t think merely about ‘numbers’ or ‘goals’. Think about HOW this product or service is helpful [or useful] to your market.