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Message Discovery

These questions will help us narrow down the main message of the ad. Don't worry about coming up with polished wording or a headline; that comes later. Just answer naturally and in your own words. If you don't have an answer for a question in a couple minutes, write 'I don't know' and move on. The questions you struggle to answer are actually the most important because they tell me where messaging is fuzzy, and that is exactly where we need to focus.

1. What is the ONE thing you most want someone to understand after seeing this ad?

2. What problem are customers usually trying to solve when they come to you?

3. What do people typically do instead of using your product/service?

4. Why is your solution better than that alternative?

5. What is the biggest benefit the customer gets from choosing you?

6. What do you wish more potential customers knew about what you offer?

7. What surprises people most when you explain what you do?

8. What do customers commonly misunderstand or assume about your service?

9. Why should someone choose your company specifically?

10. What usually convinces someone that your service is worth the money?

11. Imagine you are in an elevator with your ideal customer. You have exactly 7 seconds (about 20 words) to tell them why they should care. Write that 7-second pitch here.

From the above pitch, write the one noun or verb that carries the most emotional weight:

12. Finish this sentence:
“If someone remembers only one thing from this ad, I want them to remember that __________________________.”