General
🧁 What type of communication do you need (e.g. email, blog, sales literature, white paper…etc)?
🧁 What is the goal of this communication? Why are we writing it? What does success look like?
🧁 Who is the target audience for this communication?
🧁 What causes them most pain (generally)?
🧁 How can your product/service best address these issues?
🧁 What is your value proposition?
🧁 Is there anything we should avoid talking about?
Problem
🧁 What is the theme/topic for this communication?
🧁 How is the theme/topic impacting the industry as a whole?
🧁 How is the theme/topic affecting your target audience? (e.g. regulatory/compliance, staff productivity, team morale, efficiency, business growth…etc.)
🧁 What is the worst-case scenario? Has this actually happened to anyone you know of?
🧁 In an ideal world, what situation would the target audience be in?
‘Solution’ overview
🧁 What product/service are you offering?
🧁 What are the key features?
🧁 What are the benefits?
🧁 What are the unique/social/emotional selling points?
🧁 What evidence can we cite to back up how amazing you are (e.g. client testimonials, case studies, awards, analyst endorsements, your skills, knowledge and experience…etc.)?
Call-to-action
🧁 What do you want people to do as a result of reading this communication? What is the next step (e.g. visit the website, call you, book a demo, attend an event, connect with you on social media…etc)?
