What does your organization do?* Explain what your organization does in 150 characters or less. Make it short, sweet and to the point! Think about it like you are talking to a 12-year-old who doesn’t understand industry lingo.
What do you want to accomplish? (What keeps the CEO up at night?)* Increase awareness? Provide customer service? Increase revenue? Decrease costs? What are the goals for
your business?
What does your organization do better than anyone else?* Is your support top-notch? Do you have glowing testimonials? What is the “rock” in your business?
Who are your customers?* Why do your customers work with you? Are you dealing with a B2B client or a B2C client? Who are your top 5 customers? How did you acquire them? What is the length of your sales cycle?
Where are your customers?* Are your customers in state, out of state, international, nomadic?
What about your competitors?* Who else is in this industry? Are you competing locally or nationally? What do your competitors do better or
what would you like to meet or beat them at?
What can you give away?* Every business has something that they can give away. It could be information, service or product. Is there some content that you can give away on a regular basis that will build loyalty and trust? Can you afford to give away free dessert, coffee, beer, gift certificate to Office Depot…or how about a trip to Italy?
What type of voice and personality do you want to shine through?* This is one of the most important, yet often overlooked questions. What type of personality do you want to shine through in your posts, website copy, etc.? This is usually a combination of a few. For instance, some companies might choose silly and inspirational, others might be political and inquisitive, and some might be dry and informational. What makes you, “you”?
Describe your branding.* Do you have a color palette we can work off of? Certain fonts you use? Things to avoid?
