LuisRojas
DE

My approach

A customer-first way of working, in four steps.

It is the same order I followed at the front desk: listen, plan, act, check.

  1. 01

    Understand the Audience

    Before I write a single line, I want to know who is on the other side: what they are looking for, what they doubt, what words they use. In a hotel you learn this by asking. In marketing I use research, search data and reviews.

  2. 02

    Develop the Strategy

    One goal, one audience, one clear message. I’d rather do one thing properly than five things halfway. A plan a colleague can read in two minutes is a plan that gets followed.

  3. 03

    Create & Test

    I write and design for the person, then test one thing at a time so I know what made the difference. A hunch is where a test starts, not where it ends.

  4. 04

    Measure & Learn

    I look at the numbers that reflect what the customer did, such as clicks, cost and conversions, and I’m honest about what they don’t tell me. Every result becomes the brief for the next round.

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