In order to create an ad that achieves your specific goals, please answer as much of the following as you are able.

Context:

How will you measure success?
i.e. "this will be a success if the sales generated from the first six months of this ad campaign allow me to break even on my ad spend."

 
What is the general gross margin on your products?
revenue minus cost of goods sold

  How will you track results?
i.e. a designated toll free number; unique visitors to a specific URL, etc.

  What specific expectations do you have for this campaign?

What is your product or service?
if you have multiple products or services, please either (A) focus on your most popular or profitable product first or (B) focus on your company as the provider or your range of products

  Please list every reason why people buy from you?
benefits, not features please. i.e. "KFI reaches 1.5 million listeners" is a feature. here's a benefit: "KFI helps more local businesses, like yours, achieve a return on their advertising investment better than any other station in the country."

  Do you have research to support these claims such as surveys or focus groups?


  Why don't people buy from you?
no hypothetical answers- real reasons people gave for not buying

  What can you offer to change their minds?


  Please list anything and everything that makes you different from your competitors
can anyone else make that claim? how can we substantiate that claim? i.e., "if we can't do X, we will give you Y."

  What can we offer people who call / show up / log-on that will stand head and shoulders above all our competitors' offers?


  Why should people call you today, rather than later?
what would make this message urgent and true? (no arbitrary offers like, "next 80 callers get five percent off").

  What offers or advertising strategies have been the most successful in the past?
please explain in detail

  What offers or advertising strategies have been the least successful in the past?
please explain in detail

  What resources do you currently have to help you be successful in advertising?
i.e. past success, people with a history of success, a big idea, etc.

  What is the mood of the consumer?


  What are people's fears before buying from you?


  What are consumers' perceptions of your industry?


  What makes your best salesman your best salesman?


  Ads that target everyone often fail. Which consumers can we agree to lose by specializing?


  How can your web site enhance this campaign?


 
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Contact Name:


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