On Boarding » Digital Directive

1 Campaign Objective

2 Benefits

3 Testimonials

4 The Offer

5 Miscellaneous

6 Key Research #2 – Know Thy Market

7 Competitor Audits – List Your Top 5 Competitors

8 Key Research #3 – Know Thy Customers

9 10 Smart Profiling Questions

10 Miscellaneous

Benefits
Functional Benefits*
What do the feature do?
Dimensionalized Benefits
What does that benefit look like in the life of your prospect?
Emotional Benefits
How does the benefit make them feel?
Differentiation
Why is your product different to the others products on the market?
Benefits
Why are your benefits believable?
Compelling Reason
Why is the prospect really going to want this product?
Primary Benefits
Which benefits seem the strongest and most appealing?
Secondary Benefits
Which benefits feel more secondary?
Similar Benefits
Which appear to be similar or identical benefits?

Testimonials
Tesimonials
Please provide a link or list here your top 5 genuine customer testimonials
Guarantee
Guarentee
Does your product have a specific guarantee?

Miscellaneous
Additional Assets
Do you have any articles, case studies, surveys, clinical studies, demonstrations or anything else which supports your case?
File
Order Process
In a few words what happens when a prospect becomes a customer
Influencers
Do you have any celebrity endorsements? If yes please state which.
Engagement
Have you had any copy written for you in the past that has proven particularly successful? If so please insert the link(s) here

Key Research #2 – Know Thy Market
In The News
What’s happening in the news and on social media regarding your product?
Articles, Research, Studies
Have there been any major significant articles written about your product or industry sector
Buying Trends and Desires
What are the ways the market is most comfortable buying?
What kinds of offers are working at the moment?

10 Smart Profiling Questions
1) What keeps them awake at night, indigestion boiling in their oesophagus, eyes open staring at the ceiling?
2) What are they afraid of?
3) What are their top three daily frustrations?
4) What are they angry about?
5) What trends are occurring and will occur in their lives or business?
6) What do they secretly, ardently desire to do?
7) Is there a built-in bias to the way they make decisions (analytic etc)
8) Do they have their own language?
9) Who else is selling to them?
10) Who else has tried to sell them something similar and how has the effort failed
State of Awareness – Circle the one you feel is relevant
- Awareness Level #1 - Most Aware They know the product and either want to buy it or not – just need to make a decision
- Awareness Level #2 - Product Aware Familiar with the product/features – not sure if it is right for them
- Awareness Level #3 - Solution Aware The prospect knows the results they want, and they know a solution exists – but they don’t know about your solution
- Awareness Level #4 - Problem Aware They know they have a problem, but they don’t know that a solution exists
- Awareness Level #5 - Completely Unaware Has no knowledge of anything.
  1) Doesn’t know they have a problem
  2) Doesn’t know there is a solution
  3) Doesn’t know you have a solution.

Campaign Objective