<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/46ca8d75-cff1-4fb6-8ac5-8460e152cc1a/ec8f3a9c-1f58-4955-857b-16ef549ba9d0/Pic_website.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/46ca8d75-cff1-4fb6-8ac5-8460e152cc1a/ec8f3a9c-1f58-4955-857b-16ef549ba9d0/Pic_website.png" width="40px" /> Hey, it’s Shlomo :)

How to use this template:

1. Schedule a 30-minute briefing call with the client.
2. Go question by question together. Record the call and take notes.
3. Ask for all the extra files and links that you need.
4. Fill in the missing pieces and get to work.

📂 Click ‘Duplicate’ in the top right corner to customize and use it. </aside>

1. Background

• Product:

(What’s the product and its value proposition?)

• Pain:

(What pain point does it solve?)

• Promise:

(How will it improve your users’ lives?)

• Proof:

(e.g., Results, experience, awards, testimonials, press.)

• Purchasing:

(How and where do people buy the product?)

2. Challenge

• What's the main problem we're tackling?

💡 Follow this structure:

[Business problem] because [customer behavior/belief].

(E.g., Our Gym’s revenue is down because people prefer to work out at home.)

3. Goals

• Main campaign/project goal:

(e.g., get 100 new users)

• Desired Action:

(What do we want people to do as a result of the advertising?)

– KPIs: • • •

(How will we measure this? For example: Leads, Clicks, Conversion rate, ROI, Traffic, etc.)

• Desired Beliefs:

(What do we want them to think/feel about the brand?)

– KPIs: • • •

4. Audience

• Who is our ideal customer?

– Demographics:

(Job, age, sex, income)

– Behavior and feelings:

(Consumption patterns, attitudes, habits, hobbies, hopes, fears, frustrations, responsibilities, daily schedule)

– Where do they hang out?

(Influencers to follow Communities, blogs, podcasts)

– Stage of Awareness:

5. Competition and Market

• Alternatives

(What will the prospect buy, do, or think if they don’t choose you?)

• Competition's advantage

(What is making the competition successful?)

• Position

(What is the brand’s position in the marketplace? E.g., underdog, premium, etc.)

• Trends

(What trends or events make the product relevant right now?)

• Unique attributes

(What features/capabilities do we have that alternatives do not?)

• Enemy

(What or who are you against?)

6. Previous Marketing

• What's been working so far:

• What hasn’t been working:

7. Practical

• Project Timeline:

• Available resources:

(E.g., In-house designer, stock image, and software subscriptions)

• Legal considerations:

• Production budget:

• Things that must be included:

(Taglines, slogans, images, etc)

• Media preferences:

(Where will you run the ads?)

8. Additional Material

Ask for some (or all) of the following materials:

• Tone of Voice guidelines
• Visual guidelines (fonts, colors, logo)
• Links to previous campaigns
• An intro to your Head of Sales or a BDR
• Pitch decks
• Interviews and customer surveys
• Testimonials and reviews
• PR articles and podcast episodes
• User tests
• Demo recordings
• Relevant articles and publications

PDF Version