MKT.3:1 - Problem frame

Use this pattern when a useful offer or invitation is not reaching the people for whom it could matter, when recipients infer a different proposal, or when attention produces no usable continuation. It covers selecting where to meet those people, constructing an appropriate message and invitation, making the response possible, and learning from a bounded attempt.

The result is a feasible way to reach a specified audience with a truthful proposal, together with the observed response and a justified continuation. A meaningful response supplies something relevant to that continuation: a request, an answer about a condition, an informed choice or a refusal. A click can be useful evidence of an action without establishing any of these meanings.

The intended reader knows the proposed contribution and can arrange its receiving work. A qualified situation from MKT.1 and an understood offer from MKT.2 are sufficient starting points. A known customer who has requested a quotation usually needs that quotation through the agreed means; a new audience study or communication campaign would add unnecessary work.