Name
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First Name
Last Name
What is the problem you're solving?
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Give some explanation, if possible, why does it occur and what is the effect of it?
Why should a customer care about this problem?
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Scare us… What can happen? Does it cost them something? How much? Be specific.
What do you do, make or provide? Think of the top level benefit you’re bringing people. ‘We make people’s lives easier.’
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How do you do it?
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'Through our app/platform/experience you can...'
What is the customer journey?
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From signing up to getting value from the product...e.g. First, create an account. Then, do X.
Who do you do it for?
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Keep this top line, we'll delve into it more in a moment.
What are the benefits / what do you help people do?
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What are the features of your product?
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(e.g. app / restaurant)
Is there an interesting story behind why you do what you do (i.e. why no one else has done this / why you're the people needed to bring it to life)?
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What’s your purpose (why do you exist)?
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What’s your mission (what you want to achieve - think NASA’s ‘land a man on the moon’ mission statement, i.e. it needs to be something tangible)?
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What’s your vision (what does the world look like when you achieve your mission)?
Imagine we're in 2032. What does your business look like now?
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How will this campaign / strategy impact the long term? What's an ideal long term goal?
What are your brand values?
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Where possible, give examples of you manifesting each value.
We believe the best products solving our customer problem must have...
What 3 words would a customer or client use to describe your product?
What 3 words would a customer or client use to describe your people?
Describe the opposite of the brand or business
(This isn’t about giving the opposite words to what you want your brand/business to be about. E.g. If you think your brand/business is about honesty, I don’t want your answer to this question to be ‘dishonest.’ I want things which are related to your brand value. Things that are associated with it which you’re not. ‘We’re adventurous but not carefree.’)
Who are your current competitors?
For each, give one key difference between you and them.
When it comes to your existing business, what have you been most proud of achieving?
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Provide links to any online content if relevant here.
When it comes to your existing business, what hasn't worked?
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Take your notebook. Set a timer to 1 minute. From the moment you hit GO, write down words that you currently associate with your business.
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Do not hold back. Try and keep it to single words or short phrases. Try not to think about it and just let your subconscious mind take over. It doesn't matter if some of the words that come out don't look immediately relevant. Keep this exercise to hand for our session.
What's been the best content you've created so far?
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Provide the URL link to it if possible.
What would you like to do more of? Less of?
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What are you finding most challenging right now?
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Think about who you're targeting with your content. Are they…
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Male
Female
Both
How old are your target audience?
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17 or younger
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 to 84
85 or older
Don't know or N/A
Where are the majority of them based?
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London / Greater London
South England
North England
Northern Ireland
Republic of Ireland
Scotland
Wales
America
Europe
Australia
Far East
Other
What else can you tell us about your audience and who you're targeting?
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Briefly describe their values and decision-making process. What are their problems, likes, dislikes? What do they think about the world, and need from the world? How do we meet / exceed their needs?
What other brands or businesses do you like and admire? Why?
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If they have websites, include their URLs or social handles. These don't have to be direct competitors but can be businesses you admire and would like to be akin to.
What other brands or businesses don’t you like? Why? What do they do that makes you feel sick?
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Who would be your celebrity endorser?
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If you had to have a celebrity or person of note front your business, who would it be? This isn't literal, it's for us to get a sense of the personality of your business
What feeling do you want people to have after reading your copy? How do you sound to them?
What activities, themes, topics would you never talk about?
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This relates more to newsletter copy similes. I.e. Would you ever reference Love Island in copy?
Which brand or business has a voice similar to what you want?
This doesn't have to be a competitor or someone in a similar field, just one that resonates with you
Which brand or business has a voice opposite to what you want?
Words you like
Words you avoid
Example content you like from similar brands
Example content you don't like from similar brands
Give five Google searches that your target customer might do?
i.e. 'Ways to improve X' 'Unique hotel stay in Y' 'How to lose weight'. These are searches that you would want to appear in the results for.
What is the main objective of your website?
E.g. to sell products, to capture data, to generate advertising revenue, act as a portfolio
Does your website have any other objectives?
i.e. not the main objective, but secondary objectives? Things which you'd like users to do, which are indicative of purposeful intent? (e.g. downloads, signups)
Following the question above, how well do you feel the website achieves the secondary objective(s)?
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More generally, how would you rate your website overall, when compared with similar websites or competitors?
Consider design, user experience, and quality of content
Has the website had any SEO work done to it in the past?
If so, please provide a brief description of the work undertaken along with any outcomes
And how would you describe your website’s SEO performance currently?
Does the website have any restrictions that you are aware of?
If so, please elaborate
Are you able to provide access to Google Analytics and Google Search Console?
What do you like and what do you loathe about your current website?
Share any websites with us that you like the style of and why
What are your website must haves?
This can be pages, imagery, videos etc
Thinking about our session, are there any specific areas you'd like us to hone in on that might be more challenging for you (or us)?
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Have you got budget aside for future projects?
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Once we've nailed your marketing strategy, have you got budget aside to activate any elements to further your business?
You're all done - congratulations!
We're now going to work our way through your answers and pull together a concise plan for our session. This session is entirely personalised to your business needs and all information shared (by both of us) is fully confidential.
Before you click the button below to submit your answers, let us know if there's anything else you want to share with us or want us to include within the session?
