Before making a landing page, packing an offer into a marketing kit, ordering outdoor advertising, developing scripts and speech modules for your managers, you need to do a lot of semantic work. And you need to start by asking yourself a few questions that will help you pull out the key meanings that reveal your company to your customers and for you.
Your product (product or service):
1. What are you selling? Why and in what situation do they buy it?
2. What problem in life or in business does your product solve?
3. Why do customers buy your product?
4. Tell us how the product works? What parts does it consist of?
5. Be honest about the advantages and disadvantages.
1. Why is the company called that? How did the idea come about?
2. What brought you into this business?
3. Tell the story by steps and milestones.
4. Present the company in numbers (year / month / beginning of existence)
5. “Cut” your business by product and service directions, by customer categories, by regions and countries, by sales channels, etc.
Key person or persons of the company (you or your partners):
1. Where do you come from?
2. Family status.
3. Ancestors and family (family business)
4. Career (experience in this area and other areas)
5. Who is the teacher? (famous master)
6. What is the “vocational school”? (reference company)
7. Personal awards and achievements (including non-professional ones).
8. Does he participate in any way in social, cultural and political life.
1. Who are the key people in the company?
2. Biography, experience, significant projects and clients of each.
3. What does the organizational structure look like?
4. What does the scheme of interaction with the client look like? (Who and how works on the client, who communicates with the client, who participates in the project and at what stages)
5. How does your company develop and train its employees?
Clients, experience and portfolio:
1. Do you have any celebrity clients? (people and organizations)
2. Tell us about your most significant projects and achievements.
3. Tell us about the most difficult projects.
4. What questions do clients ask you most often?
5. What are the most common client doubts, fears, stereotypes and objections?
6. What is it about your offer that attracts customers the most?
7. Can you even roughly estimate how much money you saved for your clients or helped to earn extra money?
Service and conditions:
1. Describe the main stages of working with a client from the first contact to your receipt of money and work
2. Tell us how you accompany the client after the purchase.
3. Describe the most successful actions that you have conducted.
4. Do you give gifts to your clients and in what case?
5. How do you collect customer feedback?
6. How do you deal with claims and complaints?
7. Formulate 3-5 “non-product” reasons why it is objectively more profitable to buy from you and not from competitors.
Details and little things:
1. Do you use unique materials?
2. Do you own unique technologies and techniques?
3. Can you disassemble the product or service and describe it by element?
4. Uncover secrets, know-how and nuances that no one else uses.
5. Do unique, one-of-a-kind specialists work with you?
6. Indicate those details and trifles in the product or service, which can be judged on the impeccable quality.
Here are just a tenth of a tenth of those questions that are appropriate to insert in an email. Of course, you shouldn’t be limited to them. On-site, this can take from 10 days to several months. The quality of the packaging is also important and it is better for a professional to do it.