Back to ThinkingConcept 03 · The channel plan
If every channel creates awareness, none of them has a job.
Use this — working toolOne job per channel ↓A media plan gave every channel the same objective: awareness. When results stayed thin, the answer looked like more budget. Several disconnected channels create several dead ends. The real gap was that no channel owned explanation, proof, the next action or the handover to the step after it. Multichannel is not multiple channels: each one needs one job and a useful handover.
One channel. One clear job. One next step.
One job per channel
Checklist — answer every line- Channel jobNotice, understand or act — pick one.
- Entry pointThe single place this channel sends people.
- Next actionThe one thing we want them to do there.
- HandoverWhich channel or person picks them up afterwards.
- MeasureThe number that shows the job was done.
Fill this in per channel. Two channels with the same job means one is spare.
The problem the buyer actually has
Noticemakes the problem visiblechannel 1
Explainexplains what it meanschannel 2
Actmakes the next step easychannel 3