What's missing from 'who, why, what, where, when'?

Take the test - see if your marketing has relevance.

The five Ws - who, why, what, where and when - are often used as a litmus test to ensure that marketing copy hits the target.

But the missing 'W' is 'who cares?' is a really telling test of the value of marketing content. This is true of all marketing materials, but is especially true of press releases - one form of marketing where organisations seem to think that 'anything is news', whereas the vast majority of press releases are actually irrelevant drivel that would simply fail the 'who cares' test.

Try it. Use the 'who cares' test - and see if you think your marketing measures up.

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