How would you describe what your company does in one sentence?
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3 parts: (1) Identify your customer’s problem; (2) Explain your plan to help them; (3) Describe a successful ending
For example, here's our One-Liner: "Since many small and mid-size companies struggle with their marketing, we offer a simple and proven process to clarify their message and help jumpstart their sales."
Personality
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What's important to them? (What are they passionate about? What gets them angry?)
Finding YOU
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How do these folks typically find out about your business? (Be as detailed as you can be)
Fears
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What are some fears your customers might have when it comes to your industry?
Problems
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What problem(s) do your customers have that you can solve?
Obstacles
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What would hold them back from buying your product or service? (check all that apply)
Money
Timing
Knowledge
Lack of marketing
Missing the mark
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What are other companies missing when it comes to reaching these customers?
One Liner
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Finish this sentence. "We solve your problems by..."
Learning Curve
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What do you know now that you didn’t know when you started?
Performance
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What do you do better than anyone else? What is your "secret sauce"?
Credibility
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What credibility do you have to back up your performance?
Thorns in the flesh
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What do you absolutely hate about your industry?
From the beginning
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Why did you start or why to you love working at this company?
Favorites
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What’s your favorite thing to do in your business?
Mission
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What is your mission?
Say What?!?
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What is something about you that most people don’t know about your business?
The Perfect Day
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What does the perfect workday look like for you?
Admiration
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Is there a competitor that you admire most? If so, why?
Website Interaction
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What is working about your current website? And what isn’t?
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Traditional
Innovative
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Agreeable
Rebellious
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Gentle
Hard Hitting
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Glamorous
Rugged
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Creative
Analytical
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Casual
Formal
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Sweet Tea
Cocktail
Pricing
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How does your pricing compare to your competitors?
Music Taste
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What is your favorite type of music? (check all that apply)
Avant-garde
Blues
Caribbean / Island
Christian
Classical
Country
Easy listening
Electronic
Folk
Hip-Hop / Rap
Jazz
Latin
Pop
R&B / Soul
Rock
Piano/Instrumental
Indie
TED Talk
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If you could give a TED talk about one thing in your business, what would it be?
Profitability
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What is the most profitable product/service you sell?
Sales
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What product/service do you sell the most?
Steps to Purchase
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Are there 3 or 4 steps your customers can take that would lead them to a sale? (For example, consider CarMax's steps: 1. Tell us about your car 2. Get your offer 3. Make your decision)
Leads
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What could you offer people as a foot-in-the-door offer? This is a free or low-cost offering to win a customer.
The Unknown
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What do most people not know about your product/service? How does your product or service make their life easier or better?
Guarantees
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What guarantee do you offer your customers?
Getting Started
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What do your customers need to do to get started?
Purchase Period
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How long does it take for customers to commit to buying?
Action Item
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If there was only 1 action you wanted a potential customer to do, what would you want it to be? (for ex: schedule a free consultation, watch a video or download PDF)
Resources
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What resource(s) would you suggest for people wanting to learn about your industry?
Results
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If everything worked perfectly with your product/service, what would the customer experience?
Current Customers
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I'm sure you have happy customers. Who are some favorite customers you would like to highlight? What 2-3 things about your company would your customer brag to their friends about?
Consequences
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What are the consequences of someone NOT using your products or services?
Effectiveness
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What has been most effective marketing you've done to date?
Not that again
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What have you already tried that has not worked?
Colors
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Tell us about your preferred color palettes.
Slogan/Tagline
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Do you have a slogan, tagline, or motto? If so, please share with us.
Love these websites
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What are some of the industry websites you admire the most?
Email
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