Questions to stress-check your communication project

"To communicate effectively you need to know the difference between talking about yourself and talking about your customer's self."

When we accept a job, we stress-check (or as a customer wrote about us - we undress) the message against our customer's strategy. These are questions we ask to ensure that the communication project is successful.

1.Who are your ideal customers -> who will pay you?

2. Describe your ideal customers -> B2C: how old are they, is there a gender bias, what are their hobbies and interests, what newspapers and magazines do they read, what websites do they visit, what do they eat, where do they live, what are their habits? B2B: age (yes, companies have an age, too), size, who are the stakeholders, what trade shows would their sales director visit, what trade shows would they join, what kind of employee would they attract, who are their competitors, etc.

3. What is your product -> what will your ideal customer have achieved with it?

4. Describe the emotion you want to create -> how do your ideal customers feel when they buy from you?

5. Your promise -> what do you promise your ideal customer that somebody else did not already promise?

6. Where does your ideal customer see, touch, experience your product and what is she doing?

7. At what time of the day and what day of the week does your ideal customer see, touch, experience your product?

8. How do you want your ideal customers to remember you? -> what would they say to their friends to explain your product?

9. What do you want your ideal customers to say about your product to recommend you to their friends?

10. How often do your ideal customers buy from you and how much do they pay each time on average?

11. What is the use your ideal customers make of the product you sell? professional vs private use, frequent vs rare use.

12. Do you sell directly or do you sell through a mediation?

13. Where does your income come from?

When running this exercise try to include each answer into the next question. For example:

1. If answer to question 1 is cuckoo clock collectors.

2. Question 2 will read: Describe your cuckoo clock collector

3. If answer to question 3 is limited edition cuckoo clocks

4. Question 4 will read: how do cuckoo clock collectors feel when they buy limited edition cuckoo clocks from you?

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